TORONTO: The American Peanut Council has chosen Apex PR as its
agency of record in Canada to promote its product to the export
Fleishman-Hillard was the council's former agency of record in that
country, and the account is worth $500,000 per fiscal year.
Canada is one of the largest importers of American peanuts in the
The council does not retain any agencies in the US, focusing instead on
the exporting markets, including Mexico, the UK and Germany. A primary
initiative for the council is protecting foreign markets for American
peanuts against competitors in other countries.
There is no shortage of issues about peanuts for Apex to tackle. "Our
main focus is on the health message, getting the good news out about
peanuts," said Diane Coates, the council's director of international
programs. "They are high in protein, have zero cholesterol and are a
source of 'good' fat."
Coates said that recent studies reported peanuts had a high degree of
"satiety," meaning that when people eat them they feel fuller for longer
and go on to eat less during the course of the day.
Peanut allergies is another topic that has been extensively covered in
the media. "One challenge is the high awareness of peanut allergies,"
said Pat MacNamara, president of Apex. "We have to make sure people are
properly educated and that the perceptions match reality."
An AP story in May described how health and nutrition concerns about
peanuts had caused sales to decline since 1989.
MacNamara said Apex will target dieticians, health professionals and
consumers. PR tactics will include newsletters, recipe creation, even
programming and media relations.