The Peanut Podcast National Peanut Board

We’re a quarter of the way through 2024 and exciting things in marketing are already happening. At NPB, we’re launching a long-term creative campaign called We the Peanut and we have a new chief marketing officer on board. Also state groups are finding fresh ways to connect with consumers. In this episode, we’ll delve into 2024 marketing trends and speak with Ginny Lewis of Golin, Dena Malsom of NPB and Ashley Collins of North Carolina Peanut Growers Association.  

As unique as each crop year, every peanut grower has a noteworthy story to tell about their journey to farming and agriculture. Back by popular demand, we’re sharing a second round of our How I Got Here series. In this episode, we hear from Florida peanut farmer Mikaela Massey about her family’s support of her involvement and learning on the farm; Executive Director of the Virginia Peanut Growers Association Caitlin Joyner on navigating to agricultural leadership through Future Farmers of America; and National Peanut Board member from Oklahoma Mark DeLeon on his remarkable journey as a first-generation farmer and youngest of 14. 

Sources
2022 Census of Agriculture Highlights: Farm Producers Family-Owned Farms Account for 96% of U.S. Farms, According to the Census of Agriculture Technology Report: Small Family Farms Make Up 88% of All U.S. Farms

The National Peanut Board is in new yet familiar leadership hands. Former senior vice president and chief marketing officer Ryan Lepicier is the new president and CEO of the National Peanut Board as of January 1, 2024. In this episode, Lepicier shares his vision for the future of NPB and his passion for the industry. We talk with guests involved in the hiring process and industry members excited about what Lepicier will bring at the helm of NPB, including NPB Chairman Greg Baltz, Georgia board member Casey Cox Kerr, executive search consultant Garland West, and Crazy Richards owner Kimmi Wernli.

In 2012, the National Peanut Board hired Bob Parker to become the Board’s second president and CEO. Parker grew up on a peanut farm, worked for Golden Peanut Company and had close to 40 years of experience. While some may have initially been hesitant that a former sheller could have the best interests of farmers at heart, Bob’s integrity and strong relationships across sectors showed that he absolutely did. As we approach the end of Bob's 11 year-tenure at NPB, we highlight his key accomplishments and future thoughts, talk to colleagues who have become true friends and share insights into choosing a successor. This episode features interviews with Parker; food allergy advocate Mary Jane Marchisotto; American Peanut Council Vice President and European Marketing Director Louise McKercher; NPB Chairman and Virginia peanut grower Paul Rogers; and executive search consultant Garland West.

Episode 23 of the Peanut Podcast will be released on Tuesday, December 12. This episode is all about celebrating NPB’s success under Bob Parker’s leadership and setting the course for the future of NPB after his retirement at the end of the year.

Mexico is known for its rich cultural heritage, vibrant traditions and delicious cuisine. The country has also recently established itself as the top export market for U.S. peanuts. In this episode, we explore the work the American Peanut Council has done to nurture this market, the popularity and uses of the peanut in Mexico (and the potential for peanut butter) and what characteristics of peanuts matter to Mexican buyers and consumers. Guests are the American Peanut Council’s (APC) Peter Vlazakis, Mónica Moreno Arellano from Grupo PM, dietitian Esther Schiffman and Evelyn Lopez from Hormel.