Peanut farmers have a checkoff program that funds the National Peanut Board based in Atlanta, Georgia.
This year they’ve had their program of work planning session and how to spend 13.1 million dollars. This is the amount of money they’ll have this year to promote peanuts. They also are talking about their new platform, Unifying Peanuts, with their new theme called It’s Not Nuts, It’s Peanuts.
That brand platform has not been as successful as they thought, but they started elevating consumer and reviewed areas of opportunity to continue this exciting momentum. The proposed budget they said outlines the plans for investment across the board in promotion, research, and education. The plan will advance their board’s steadfast commitment to increasing consumer demand of American peanuts while further accelerating production research.
They’re going to focus on how peanut products fuel performances, specifically targeting the Gen Z population in spaces where they spend most of their time. Consumer promotion investment will also prioritize a consistent presence in the sports arena, promoting peanuts with sports. They’ll also be talking about reaching the parents and a total health care program overall this coming year.
That’s the National Peanut Board planning their 13.1-million-dollar budget as peanut farmers get ready to harvest.
Audio Reporting by Tyron Spearman for Southeast AgNet.