NC Peanuts Go Global: Sawyer and Collins Represent Growers in Japan

NC Peanuts Go Global: Sawyer and Collins Represent Growers in Japan

By Lily McLamb, NC Peanut Growers Communications and Marketing Associate

Members of the NCDA&CS Trade Mission visiting Asakusa and Sensoji, the oldest temple in Tokyo.

This year, two leaders from the North Carolina Peanut Growers Association traveled to Japan on separate international trade missions- each with the shared goal of strengthening North Carolina and U.S. peanuts’ presence in one of the world’s most discerning and influential agricultural markets.

Japan is a key player in global trade and a trendsetter across Asia, known for its high standards for food production, strict import regulations, and affluent consumer base known to value products that are healthy, and beautifully packaged. With Japan’s emphasis on quality, branding, and traceability, NC and U.S. peanuts fit the bill and open the door to broader opportunities across the region.

Current NCPGA President and American Peanut Council Export Committee member Dave Sawyer, along with NCPGA CEO Ashley Collins represented North Carolina peanuts during their travels with their respective roles with the American Peanut Council (APC) and the North Carolina Department of Agriculture and Consumer Services (NCDA). While their trips differed in format and focus, both were united by a shared goal: promote North Carolina agriculture and elevate the role of U.S. peanuts in global trade.

Why Japan Matters for U.S. Peanuts

Sawyer’s trip, organized by the American Peanut Council, was focused exclusively on peanuts and centered around building relationships with Japanese peanut buyers, trade partners, and diplomats. As one of the two growers on the trip, his role was to represent the voice of U.S. producers, highlighting the quality, safety, and sustainability of American peanuts.

Collins, meanwhile, traveled as part of NCDA’s broader trade delegation representing a cross-section of North Carolina agriculture. The multi-commodity mission included exporters, commodity leaders, state legislators, and agency officials. Her role was both to promote peanuts and to serve as a collaborator across North Carolina’s broader agricultural portfolio.

According to the American Peanut Council, Japan ranks as the fifth-largest export market for U.S. peanuts, receiving over 14,000 metric tons of raw peanuts and nearly 2,000 metric tons of peanut butter and processed products from the U.S. in 2024 alone. Altogether, U.S. peanut exports to Japan reached $32 million last year, highlighting Japan’s growing role in the long-term demand and profitability for American peanuts.

The opportunity for growth in Japan’s retail market for nuts, seeds, and trail mixes is valued at $365.6 million, with another $71.4 million in spreads like peanut butter and peanut cream. Over half of Japanese residents consume peanuts with only 12% consuming peanut butter- leaving clear opportunities to grow awareness and demand.

Much of the potential for growth in the Japanese peanut market depends on trade missions like these, where representatives from APC and NCDA can engage in face-to-face conversations. Building consumer awareness and sharing the U.S. peanut story in a way that resonates helps foster meaningful relationships and open doors for future market opportunities.

Representing Growers on the Global Stage: Dave Sawyer

As NCPGA President and a member of the American Peanut Council’s Export Committee, Dave Sawyer traveled to Japan to represent U.S. growers and strengthen trade ties.

“Our goal was to foster our relationship with Japan as a key buyer of U.S. peanuts,” Sawyer explained. “My role was to represent the farmer and provide background regarding our growing practices, process, and commitment to quality in our peanuts.”

Japanese buyers, he noted, care deeply about nutrition, quality, and consistency-areas where U.S. peanuts, especially Virginia-types, stand out. “They recognize that our quality speaks for itself,” he said. “They’re very aware of the nutritional value, and high-oleic peanuts give us a strong advantage in that space.” High oleic peanuts are valued for their longer shelf-life, a quality that aligns heavily with Japan’s convenience-driven consumer base.

One of his most meaningful moments came during a meeting with the U.S. Ambassador to Japan, George Glass.

“He took the time to sit with us, listen to our concerns, and show he cared,” Sawyer said. “That kind of support matters when we’re trying to build trust and strengthen long-term relationships.”

Collins Highlights NC Agriculture

While Sawyer’s trip focused specifically on peanuts, CEO Ashley Collins represented not only peanut growers, but the broader North Carolina agricultural community as part of NCDA’s multi-commodity trade delegation.

“My role was to represent peanut growers- but also to support our fellow North Carolina commodities,” Collins stated. “Nobody is just a peanut farmer. They’re also growing sweetpotatoes, soybeans, tobacco- you name it. We’re all connected.”

Throughout the trip, Collins participated in a wide variety of high-level meetings that expanded her perspective on international trade. These included sessions with Mitsui & Co., one of Japan’s largest trading companies; Japan Tobacco, a major importer of North Carolina tobacco and one of the largest tobacco companies in the world; and JA Zenchu, the national-level arm of Japan’s powerful agricultural cooperative system.

JA Zenchu, also known as the Central Union of Agricultural Cooperatives, represents Japan’s entire JA Group- a network of nearly 7,000 regional co-ops that handle everything from marketing and input supply to finance and insurance for Japanese farmers. Collins describes the JA Zenchu meeting as “one of the best meetings we had,” saying that the co-op’s structure highlighted the “power in numbers” and shared how these systems give farmers more control over marketing and profitability.

She also emphasized how unique the Japanese market is- high-end, convenience-driven, and hyper-focused on presentation.

“Everything is individually packaged and aesthetically designed,” Collins explained. “Virginia-type peanuts are an ideal fit for that kind of consumer- especially as a high-protein snack.”

Beyond structure, Collins said she was struck by the level of respect Japanese officials demonstrated to the NC delegation.

“The level of preparedness each group took in advance and during our meetings really portrayed their respect for trade with North Carolina,” she said. “NCDA did a great job of arranging meetings with a wide variety of businesses, government officials and producers. Across the board they all showed great respect for our group and NC Agriculture-and that left a lasting impression.”

Keeping NC Peanuts Globally Competitive

For both Sawyer and Collins, these international trips are a reminder of just how important export promotion is for the future of peanut farming.

“As a country, we’re producing more peanuts than we’re consuming,” Collins explained. “If we don’t build and maintain these international markets, there’s simply nowhere for the product to go.”

Sawyer agreed, stating, “Exports are what keep the market moving. If we’re not present at the table, we’re missing out.”

These efforts, backed by the work of NCDA and APC, are already paying off. In 2024, Japan became one of the top seven export markets for North Carolina agriculture, with over $124 million in total agricultural exports. That includes rising demand for peanuts, driven by Japanese interest in high-oleic varieties and products backed by strong food safety and sustainability standards.

APC Japan has also launched new campaigns to keep momentum growing, including a Skippy peanut butter dessert at Freshness Burger, a popular Japanese fast-casual chain, and the Well-Being Challenge, a digital campaign focused on sustainability and wellness that’s helping U.S. peanuts connect with younger consumers.

But at the end of the day, Collins says it’s not just about promotions or trade statistics- it’s about ensuring growers have a voice.

“As producers, we can’t stand in front of every customer. That’s why it’s critical to have groups like APC and NCDA in the room, promoting and advocating on your behalf,” she said. “But growers still need to be engaged. If we don’t show up, we risk being drowned out.”

And as Collins reminded me, with North Carolina ranking third in overall U.S. peanut production and leading the nation in Virginia-type in-shell peanuts, “we have to be at the table if we want to stay relevant.” Because in global markets, being present isn’t just important-it’s essential.

NCPGA President Dave Sawyer with the CEO of Sansho Trading, Junya Sakai, after President Sawyer gave him his peanut tie.

President Dave Sawyer speaking to members of Sansho Trading.