The National Peanut Board, a farmer-funded research and promotion program for U.S.-grown peanuts, will conduct an agencies review of its advertising, marketing and public relations campaigns this summer in Atlanta.

The board has a comprehensive approach to providing the most beneficial opportunities for U.S. peanut growers to succeed in domestic and global markets, supported by their brand, “The Perfectly Powerful Peanut.”

The National Peanut Board was established by USA peanut growers to increase demand for USA-grown peanuts through strategic marketing, communication and promotion efforts; stimulate new and different uses for peanuts, peanut butter and peanut products; and fund peanut production research that creates efficiencies, improves quality and reduces peanut production costs.

Through the implementation and execution of several major strategic initiatives, the board has made a measurable impact toward its goal of increasing demand and consumption since the launch of its promotion, marketing and advertising program in 2000.

In addition to national advertising and promotion activities targeted to consumers and influencers, educating consumers about peanut allergy facts is a core component of the board’s communication efforts.

Through its request for proposals, the board seeks “out-of-the-box thinkers” to participate in an advertising and marketing proposal as well as a public relations proposal to ensure the best return on investment for peanut growers.

“The board has made impressive progress since its inception in 2000,” Bob Parker, president and chief executive officer of the board, said in a press release. “We consider the agencies review process a critical part of helping us deliver the most effective programs for the farmers who fund the National Peanut Board.”

Working with William Watson of The Fresh Approach, a board-appointed Agencies Review Committee will review the proposals and make the appropriate selections by mid-July. The campaign period will be for the board’s fiscal year, beginning Nov. 1.

Consumer advertising, promotion and public relations agencies interested in responding to the board’s request for proposals are encouraged to contact William Watson via email at [email protected] or call Watson at 407/415-5752.