“People have a love affair with peanuts,” says Sherry Coleman Collins, “and that represents valuable capital for our industry.”

But, she told growers and industry leaders at the annual conference of the Southern Peanut Farmers Federation, “While people love the flavor of peanuts, peanut butter, and other peanut products, they don’t always understand how nutritious and healthful they are.”

And there are widespread misconceptions about peanut allergy, often promulgated by those in the media who aren’t knowledgeable about the issues involved.

She says the National Peanut Board’s new media campaign, “The Perfectly Powerful Peanut,” speaks to consumer interests for purchasing foods offering health benefits. 

STAY CURRENT on what’s happening in Mid-South agriculture: Subscribe to Delta Farm Press Daily.

Collins, a registered dietitian nutritionist who specializes in converting the science of nutrition into easy-to-understand “bite-size nuggets” for consumers and professionals, is a former National Peanut Board staff member and continues to consult as the board’s nutrition, food safety, and food allergy expert.

“Whether school kids or adults, people love peanuts,” she says, and this campaign is getting widespread attention about the health benefits of peanuts.”

The campaign takes a strikingly original approach to advertising with its use of hand-illustrated botanical art aimed at showcasing the authentic nature of peanuts as a plant-based source of nutrition.

“Most people don’t know how peanuts are grown, that they grow under the ground rather than on trees. They don’t know what peanut plants look like. This campaign uses excellent visuals to help people connect their food to the land. It’s a simple, beautiful message about the nutrition benefits — peanuts have more protein than any other nut — in weight management, heart health, and diabetes programs.”