As part of the San Francisco
Street Food Festival, the National
Peanut Board (NPB) donated
$5,000 to La Cocina, a
San Francisco-based non-profit devoted to
helping up and coming food entrepreneurs.
The event was part of the Peanut
Butter for Breakfast program where
peanuts and peanut butter were the centerpiece
of a brunch menu. An initial gift
of $5,000 was given to Charleston, S.C.-
based Crisis Ministries, which serves the
needy and homeless in that area.
Support For Communities
“The NPB has been an important supporter
of both La Cocina and the San
Francisco Street Food Festival for the last
two years,” says Caleb Zigas, executive
director, La Cocina. “Like many of our
clients, the farmers that the NPB represents
epitomize the best in food. It is an
honor to celebrate that entrepreneurial
spirit collaboratively.”
“We were happy to provide La Cocina
and the people they serve with our support,”
says Cindy Belch, NPB chairman.
“USA peanut farmers believe that it’s critical
we support the communities we serve.
Peanut butter is an affordable source of
protein to those who need it most, and
we’re always excited to have opportunities
like these to help people thrive.”
Showcase Of Diversity
“Not only do peanuts have more protein
than any other nut, but they are very
versatile. They can shine within an array
of cuisines that are as diverse and unique
as a city like San Francisco,” Belch says.
More than 90 percent of American
households have one or more jars of
peanut butter. To share with everyday
families ways that breakfast can be nutritious,
delicious and convenient, America’s
peanut farmers launched the Peanut
Butter for Breakfast initiative.
The mission of La Cocina is to cultivate
low-income food entrepreneurs as they
formalize and grow their businesses by
providing affordable commercial kitchen
space, industry-specific technical assistance
and access to market and capital
opportunities.
The nonprofit organization focuses primarily
on women from communities of
color and immigrant communities. Its efforts
aim to help entrepreneurs become
economically self-sufficient and contribute
to a vibrant economy doing what they
love to do.
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Consumers And Research Focus
The National Peanut Board recently
approved a 2013 Program of Work and
Budget of $8.7 million.
“Our board adopted a long-term
strategic plan designed to have a positive
impact on consumer attitudes. This
program and budget implement strong
advertising and promotion initiatives,
business development, production research
funding and nutrition and allergy
education and research,” says
Cindy Belch, board chair and North
Carolina delegate.
The board allocated $400,000 toward
the Peanut Genome Project, an initiative
to develop new and improved varieties
through marker-assisted breeding.
Michael Davis, research chair, says,
“Our investments, coupled with funding
from other industry segments, will
help everyone get on equal footing as we
continue to support this vital effort focused
on ensuring the future of U.S.
peanut farming.”
Building On Earlier Success
The NPB’s marketing and promotional
strategies will build on the success
of “Peanuts: Energy for the Good Life”
with a focus on “24/7 Energy.”
Don Self, promotions chair, says, “It’s
a very competitive marketplace and
without NPB’s multi-layered marketing,
advertising and promotions programs,
consumers and decision-makers
in foodservice, retail and manufacturing
would choose other products.”
Market research shows that NPB’s
business-building strategies are on target
with consumer behavior and attitudes.
Trends point to a continued focus
on plant-based diets, as well as
toward fitness and healthier eating.
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