Peanut Checkoff Supports Promotion as Demand Grows for Plant-Based, Protein-Rich Foods
With a strong planting season behind them, U.S. peanut farmers are now preparing for harvest—and with that comes the peanut checkoff, a vital funding mechanism that helps promote peanuts through the National Peanut Board (NPB).
“Well lots of peanuts have been planted this year and the checkoff will be in effect when peanut farmers go to harvest their peanuts. They’ll have to take that checkoff funds and it’ll be transferred to the National Peanut Board.”
The NPB has been actively analyzing consumer trends to better position peanuts in the competitive food marketplace. Their insights are helping peanut growers and processors understand how peanuts align with evolving dietary preferences.
“They’ve identified key trends shaping consumer behavior and reinforcing peanuts as a nutritious, versatile, and sustainable food. From the rise of a plant-based eating to demand for high protein, it’s all part of the National Peanut Board’s initiatives to offer valuable insights into how consumers perceive and use peanuts in their diets.”
One of the most important trends is the increasing interest in plant-based proteins, a space where peanuts are already thriving.
“One is the rise of plant-based protein now by everyone it seems. Peanuts rich in plant-based protein have become a go-to food for vegetarians as well.”
The NPB has strategically positioned peanuts as a “plant-powered superfood”, packed with 7 grams of protein per serving, plus over 30 essential vitamins and minerals.
“They said that the National Peanut Board has positioned peanuts as a plant-powered superfood containing more protein than any other nut, seven grams per serving, over 30 essential vitamins and minerals, and that’s a big plus, and a good source for fiber and healthy fats.”
To further boost market growth, the NPB is also educating consumers on the fitness and wellness benefits of peanuts, promoting their ability to support muscle building, workouts, and general health.
“So the National Peanut Board is educating consumers on how peanuts will support muscle building, workouts, and overall health. Good news about peanuts and we hope we can sell more this year.”
As peanut harvest approaches, these marketing efforts—fueled by checkoff dollars—could help drive greater consumer awareness and sales.
Audio Reporting by Tyron Spearman for Southeast AgNet.