To make sure that positive momentum continues into the future – and to keep growers prepared for potential challenges that could arise – the National Peanut Board approved a new strategic plan at its quarterly meeting April 5-6 in Starkville, Miss. The plan establishes measurable goals and strategies for the organization’s work through the end of FY20 in October 2020, and ensures it focuses on the most important opportunities and needs ahead.
“Per capita peanut consumption is at an all-time high,” said Bob Parker, president and CEO of the National Peanut Board. “Groundbreaking research is providing hope for millions everywhere, after years of a steady drumbeat of negative peanut allergy news. Overall, the future looks bright for peanut growers and the entire industry.”
Led by Andy Bell, Georgia’s representative to the board, the committee has been working together since late 2016 to develop the plan.
“If you remember nothing else about the new strategic plan, remember this: the National Peanut Board exists to improve the economic conditions for peanut farmers and their families,” said Ed White, NPB board chair and Alabama grower. “Grower economics has always been our focus. But we took this opportunity to revise our mission statement so it is as measurable and strong as it can be.”
With a new mission statement in place, the strategic planning committee updated NPB’s values and guiding principles. Those values all point to continuing to find innovative ways to grow a wholesome, healthy and sustainable product to feed a growing planet and operating with openness and transparency.
MORE PEANUT CONSUMPTION IS GOAL
“At the end of the day, we’ll know we’ve been successful when people are thinking about peanuts differently, talking about peanuts positively and engaging with peanuts more often,” Bell explained. “Ultimately, they’ll be buying more peanuts overall – and the per capita consumption will move from 7.4 pounds today to 8.0 pounds at the end of 2020.”
Bell added that to reach the per capita goal, the board will focus on five key strategies: (1) increasing peanut relevance among millennials, (2) maximizing the value of production research dollars, (3) removing barriers to consumption and advancing food allergy progress, (4) increasing understanding of the board’s value among all growers and (5) expanding exports through targeted opportunities. Learn the National Peanut Board’s vision and strategies in our 2017-2020 Strategic Plan (PDF).
REFRESHED BRAND MARK KEEPS NPB CONTEMPORARY
Over the past two years, NPB has also transitioned to a new look and feel for the board’s materials and digital and social properties. Most notably, the board overhauled its main website to better appeal to consumers who are seeking more information about their food and looking to purchase from brands and companies that act authentically.
A key element of NPB’s brand – a new brand mark – was also approved at the quarterly board meeting in April. The new mark features an updated typeface and treatment of the peanut icon, which integrates an American flag with stars representing each of the major peanut growing states. A new optional line, “America’s Peanut Farmers,” will help build awareness of U.S.A. quality during the board’s export opportunities. The new mark was developed by Golin, NPB’s long-time marketing and communications agency, which kicked off the brand refresh early last year.
“We think the new mark does two things. First, it signals that NPB is current and contemporary, and on top of issues and trends that are driving our marketplace,” said Ryan Lepicier, NPB’s senior vice president of marketing and communications. “Second, it better reflects the grower heritage that drives this board and every decision we make. When those two ideas work hand in hand, we know we’re working right.”
The new brand mark will continue to be used in conjunction with the Perfectly Powerful Peanut icon, adopted in 2014, for trade and consumer marketing materials.