A Gen Z Focus for Peanuts

All things related to Georgia peanuts were highlighted at the 48th Annual Georgia Peanut Farm Show & Conference a few weeks back at the University of Georgia Tifton Campus Conference Center.

The Georgia Peanut Commission and BASF presented the Outstanding Georgia Young Peanut Farmer of the Year Award to Ryan Ireland of Turner County.

Dena Malsom, National Peanut Board (NPB) vice president of marketing & communications & chief marketing officer, also gave an update on the work they is doing on behalf of U.S. peanut growers. She said they are focusing on advertising efforts on Gen Z, those born between 1997 and 2012 who are ages 13-28, to increase demand for peanut products.

“If you don’t see our marketing efforts it’s because we’re advertising on social media and streaming platforms geared towards Gen Z. Gen Z is really focused on health and peanuts have a beautiful story to tell,” Malsom said.

The NPB is also working to return peanut products to school menus. Malsom said about 50% of U.S. schools don’t serve peanut products.