Agriculture and social media: Twitter interview with The Peanut Roaster

by | Apr 16, 2009

The media has been all abuzz recently with coverage on Twitter, a social networking site that allows users to submit 140 characters-or-less updates about what they’re doing or where they’re going. The site has also emerged as a marketing and communications tool for businesses and organizations to talk directly with consumers.

The Peanut Roaster, a second-generation peanut company with a production facility in Henderson and a retail store in Cary, is an example of a North Carolina agribusiness company using Twitter to post special deals, peanut trivia and talk with consumers who have questions about its products. The Peanut Roaster president John Monahan talked with us about how his company is using the site to market its products and communicate with customers.

In true Twitter fashion, Monahan answered our questions in 140 characters or less. Check out his company on Twitter at @Peanut_Roaster (where it has 3,358 people signed up to receive its updates), and stop by the N.C. State Fair’s Twitter account @NCStateFair for real-time updates on the Fair.


When and why did you start tweeting for The Peanut Roaster? Around March 1, 2009.

How is Twitter a valuable tool for your company? We hope to introduce our company and products to more people around the globe.

What kind of information do you tweet about? Mostly peanut facts with an occasional blurb about our specials.

What responses and reactions have you gotten regarding your tweets? Most people say they like the peanut fun facts.

How has The Peanut Roaster amassed so many followers on Twitter? By diligently following people every day and hoping most will follow back.

What impact has Twitter had on your sales and/or customer relationships? We have had a few orders.

What other social media tools are you using or considering using? We have a Facebook page but it needs some work. That’s next!

How do you think new technologies like Twitter, Facebook and blogs can help agribusinesses like yours? In business you need to always stay on top of technology. I remember when we applied for 15 years ago, people thought we were crazy!