The National Peanut Board works on behalf of America’s peanut farmers and their families. Our mission is to improve the economic condition of USA peanut farmers and their families through compelling promotion and groundbreaking research.
National Peanut Board 2025 Officers and Members
Casey Cox Kerr, Chair
Neal Baxley, Vice Chairman
Jeff Roper, Treasurer
Thomas Adams, Secretary
Alabama
Thomas Adams
Josh McCoy, alternate
Arkansas
Greg Baltz
Allen Donner, alternate
Florida
Lance Jackson
Scott Walker, alternate
Georgia
Casey Cox Kerr
Wesley Webb, alternate
Mississippi
Lonnie Fortner
Alan D. Atkins, alternate
Missouri
Clay Deane
Russ Hoggard, alternate
North Carolina
Ray Garner Jr.
Julie Ward, alternate
Oklahoma
Mark DeLeon
Les Crall, alternate
South Carolina
Neal Baxley
Doug Jarrell, alternate
Texas
Jeff Roper
Mason Becker, alternate
Virginia
Westley Drake
Richard Williams, alternate
At-Large
Cliff Neece
Don Sanders, alternate
Ryan Lepicier
NPB President and CEO
A Message From Our 2025 Chair
Dear Fellow Peanut Farmers,
As a grower and chair of the National Peanut Board, it is an honor to share my perspective on an exciting moment for our industry: the launch of a new brand platform that showcases the incredible potential of peanuts.
The beginning of this effort traces back to the leadership of our president and CEO, Ryan Lepicier, who understood the importance of setting a bold direction to increase demand and consumption. One of his first actions as CEO was to bring on additional talent and expertise to our marketing team. Dena Malsom and Chris Fitzgerald, both seasoned professionals, have hit the ground running over the last year and recognized a major opportunity to make an impact in our industry. They saw the potential to unify the industry around one brand that will generate excitement among consumers and position peanuts for the future.
From the beginning, the goal was clear: we needed a platform that would move peanuts beyond being seen as just another commodity and instead position them as the iconic, beloved food they truly are. Our intention is to develop a new brand that gives peanuts a fresh, powerful voice in culture. Peanuts are nutrient-dense, affordable, sustainable and versatile. They deserve to be recognized as the superfood they are. We are excited about the partnership with a new brand agency, Special US, which is working to develop and bring this new platform to life.
What makes this moment even more meaningful to me is the opportunity to galvanize our industry leadership around a platform that covers the entire supply chain, including our farmers, shellers, manufacturers, researchers and marketers. On my family’s farm in south Georgia, we take great pride in producing highquality peanuts. To know that the work we do every day will now be elevated by a brand platform that speaks to consumers with creativity and authenticity is deeply rewarding. This is about more than marketing; it is about strengthening the future of peanuts for generations to come.
Full industry adoption will be critical, and I am encouraged by the enthusiasm I have seen from every corner of our industry and appreciate the thoughtful feedback we have received so far. Together, we can ensure that when consumers think about peanuts, they see more than just a snack. They see an American-grown superfood with limitless potential.
Casey Cox Kerr Chair
Turning Momentum into Movement: The Next Chapter for American Peanuts
BY RYAN LEPICIER President & CEO
Almost two years ago, I shared my first message as CEO of the National Peanut Board, discussing “Planting the Seeds of Success.” At that time, I reflected on the promise and opportunities within the peanut industry. Now, as we enter a new year, it is time to look at the momentum we have built together and how we can unite to take American-grown peanuts to the next level.
The global peanut market is poised for significant growth, projected to increase from $92.84 billion to $114.33 billion by 2033. The question we must ask is whether we, as an industry, will capture that growth or watch others take the lead. Our foundation is strong, but growth requires a collective push to innovate, advocate and elevate the peanut category.
What stands out today is the trust we have built with farmers and the broader industry. With a return of $11 for every dollar spent on strategic marketing and research, it is clear that our unified approach delivers value. Engagement with millennials and Gen Z consumers has been especially impressive, particularly among those already choosing peanuts as their favorite nut. This momentum is just the beginning, and we have ambitious plans to keep it moving forward.
A key challenge and opportunity is addressing peanut allergies. The Little Peanut campaign educates families and healthcare providers on the benefits of early peanut introduction. Beyond awareness, the board has invested $500,000 in allergy research grants to support studies on prevention, diagnosis and management. These efforts are critical to making peanuts safe for all consumers and ensuring long-term industry sustainability.
On the production side, innovation and research are helping peanuts remain competitive globally. The Sustainable U.S. Peanuts Initiative drives growth by equipping farmers with transparent, sustainable practices that meet consumer and market demands.
To continue this progress, the focus is on Gen Z, the next generation of peanut lovers. Campaigns like the Health Nut Club and partnerships with organizations such as The18 are building lasting relationships with college-aged consumers who value health, sustainability, and affordability. These efforts, along with the launch of a new brand for USA-grown peanuts in 2026, will allow the industry to align with their values and communicate the truth about peanuts: nutritious, sustainable and delicious.
Looking ahead, the potential is extraordinary. If the industry unites, the opportunities for growth are limitless. The time to act is now, and the future of American peanuts is brighter than ever.
Source:
Business Research Insights. Peanut market size, share, growth, and industry analysis, by type, by application, and regional forecast to 2033
Available at: https://www.businessresearchinsights.com/market-reports/peanut-market-120945
IT’S
A Bold New Era for the Peanut Industry
By Chris Fitzgerald
In a spirited move to reimagine one of America’s most staple crops, the National Peanut Board launched a game-changing brand platform to champion the 7,000 U.S. peanut-farming families. On Aug. 13, 2025, in front of a live studio audience and a nationwide livestreamed summit, the board unveiled a fresh identity designed to elevate peanuts from humble pantry commodity to cultural icon.
Developed in partnership with creative agency Special US, the campaign is anchored by the cheeky tagline “It’s Not Nuts. It’s Peanuts.” It is more than clever wordplay; it is a unifying moment for the industry’s future. Creative and strategic leads Phil Fattore and Nick Smatt delivered the bold repositioning with infectious energy, highlighting the unexpected potential of peanuts. While some claims may sound “nuts,” they are backed by science, making peanuts a true superfood.
At its core, the campaign is a strategic push to connect with Gen Z, a generation that values authenticity, wellness and purpose. Without alienating longtime peanut lovers, the initiative aims to reintroduce peanuts in a fresh, culturally relevant way. Beginning in spring 2026, consumers will see high-impact placements across digital, social and out-of-home media in key cities. Expect a strategic mix of charming ads, influencer collaborations and viral stunts designed to engage, educate and excite.
Beyond media, Gen Z will be reached through collegiate activations, sports and brand-affiliation partnerships, and retail experiences to ensure peanuts are both culturally relevant and enjoyed as performance fuel for today’s on-the-go lifestyles.
“This is more than a campaign,” said Dena Malsom, chief marketing officer at NPB. “It’s a movement. We’re uniting the entire industry, from growers to marketers, around a shared vision to increase demand and reduce barriers for USA-grown peanuts. This brand gives us the voice we’ve been waiting for to achieve maximum impact.”i
Ryan Lepicier, NPB President & CEO.
Dena Malsom, NPB VP of Marketing & Communications, CMO.
Chris Fitzgerald, NPB Director of Brand & Consumer Marketing.
The announcement was also a showcase of industry collaboration. Chris Fitzgerald, NPB’s director of brand and consumer marketing, led a panel discussion with key voices from across the peanut world:
“When we look back on this 10 or 15 years from now, we’ll say, ‘Wow, I was a part of that moment.’”
“What we saw here today is just a small taste of where this can go over the coming years.”
“This campaign allows us to have a unified voice. It is a brand platform we can all get behind.”
“We all, at the end of the day, have a lot of pride in U.S.-grown peanuts. That’s going to be what brings us together.”
“This is going to be really good for us to further expand and tell more people about peanuts.”
To wrap up the summit, nearly 100 industry leaders joined live breakout sessions to share feedback and brainstorm implementation strategies tailored to their organizations. The energy was palpable and the ideas abundant.
Peanuts have long been a part of American life. Now they are poised to take center stage. And if the industry’s unified voice is any indication, the world is about to discover that peanuts are not just good, they are iconic.
Watch the full livestream announcement here:
CEO of Hubs Peanut Co.
Marketing Director at Hormel Foods
Virginia Board Member and Peanut Farmer
Executive Director of the Alabama Peanut Producers Association
Director of Sales and Industry Relations at Premium Peanut
For industry reference only. Content and messaging subject to USDA approval.
The Fuels Students’ On-the-Go Lifestyles With Peanuts
By Lindsay Stevens
Tour
This fall, the NPB launched three groundbreaking initiatives, exploring new territory under its Health Nut Club integrated campaign, including the College Tour, Campus Ambassadors, and Influencer Content Creator Online Community.
Peanuts Head to College
This fall the National Peanut Board met Generation Z where they are, on campus, with its first Health Nut Club College Tour. The tour aimed to meet Gen Z’s unique lifestyle needs and values while providing a community that resonates with their desire for health and wellness.
The board showed how peanuts fit into students’ wellness routines with a two-day experience at six universities across the South: Texas A&M, Auburn, Georgia, Clemson, North Carolina State and Florida.
Day one educated and inspired students to fuel up with peanuts to fit their on-the-go lifestyles. Day two focused on recovery and sustainable snacking, featuring the Fuel Zone, which challenged students to see how they stacked up against other colleges on a live leaderboard. Each day offered free custom merchandise, prizes and a custom food truck led by Chef Lisa from the Food Network’s “Great Food Truck Race,” featuring three special peanutty menu items: the Peanut Butter Glow Up Crepe, the Peanut Butter Power Up Smoothie and the Peanut Butter Crunch Up Sandwich.
First Class of Peanut
The National Peanut Board also hired its first class of Peanut Campus Ambassadors at the six universities visited on tour, with plans to expand in 2026. These enthusiastic student leaders display strong opinions on creamy versus crunchy peanut butter and aim to make campus “Peanut Better.”
Introducing the first class of Peanut Campus Ambassadors:
North Carolina State University
of Florida
Texas A&M University
University of Georgia
The ambassadors helped execute the college tour, mapped where peanuts are sold on campus and built contacts for ongoing relationships. In a nutshell, their goal is to get more people on campus enjoying and using more peanuts in more ways more often.
A Community of Health Nut Enthusiasts
In addition to the in-person tour, the National Peanut Board wanted to reach those not on campus but passionate about health, wellness and sustainability. For the first time, it offered a space to share tips, recipes and inspiration on the Health Nut Club Instagram Community. There, followers could learn more about wellness routines from college athletes and wellness influencers sharing their health nut tips.
By combining social media with the in-person tour, the Health Nut Club created a buzz and built a community that celebrates the many benefits of peanuts.
Kellyn Brisendine
Kinsey Winters
Katelyn Medlin
Zach Servello University
Macy Moates Clemson University
Cloie Peters Auburn University
NPB staff visit the Health Nut Club Food Truck promoting peanut-powered nutrition on campus.
Little
Meeting Families Where They Are: Growing Reach
By Christina Billos Chandlee
Since launching Little Peanut in 2024, the National Peanut Board has transformed a seemingly simple plushie into a comprehensive platform reshaping how families approach early peanut introduction. What began as a fun way to engage parents with raising adventurous eaters now serves as the cornerstone of NPB’s peanut allergy prevention strategy, driving critical conversations between parents and healthcare providers.
Turning Questions into Confidence
New parents often have overwhelming questions about feeding recommendations, especially when introducing foods that could potentially cause allergic reactions during the narrow window for early introduction that can help prevent peanut allergies. That’s where Little Peanut helps. Research shows early peanut introduction can reduce allergy risk by up to 86%, making timing essential. Little Peanut bridges the gap between medical guidance and parent confidence through approachable, evidence-based resources that remove intimidating medical jargon.
Little Peanut’s growing digital presence offers clear, actionable guidance that fits naturally into everyday routines. Families receive friendly advice, such as celebrating a baby’s first taste of peanut butter mixed with breast milk, while gaining peace of mind from understanding allergy prevention.
Connecting with Families Through New Platforms and Partnerships
Future Growth
To date, more than 1,000 Little Peanut plushies have been distributed nationwide, including over 600 to healthcare providers and WIC counselors. In year one, 55 providers proactively requested plushies after engaging with campaign content across paid, owned, earned and social media channels. These targeted efforts helped establish Little Peanut as a trusted tool for sparking meaningful conversations with families at critical touchpoints, especially during the 4-month well baby visit.
Little Peanut now stars in animated videos that turn health education into engaging storytelling. The character’s interactive website at LittlePeanut.Tips provides practical tools, including the “5 Easy Ways to Introduce Peanuts” card and playful coloring pages.
The real impact happens when Little Peanut meets families where they are. Through partnerships with WIC programs, peanut allergy prevention resources now reach households that might otherwise miss this life-changing opportunity. Pediatric offices across the country also rely on Little Peanut to transform potentially stressful conversations into positive, collaborative discussions. Healthcare providers appreciate how NPB’s approachable, evidence-based materials guide families with confidence.
Key metrics from 2024 — particularly around reach and awareness — helped drive early adoption and lay the groundwork for deeper engagement in 2025. Additional adoption data will be available following the Pulse campaign rollout and follow-up with recent recipients.
As Little Peanut’s platform evolves, the focus remains on authentic connections and meaningful impact. The character will continue appearing at industry events, providing opportunities to share resources that support early peanut introduction. NPB is also exploring ways for families to engage with Little Peanut beyond digital platforms, creating tools that help parents discuss early introduction with confidence at home.
From conference halls to kitchen tables, NPB continues helping families introduce peanut foods safely so peanuts can become a regular part of a baby’s diet. Eat early. Eat often.
Building Lasting Impact
Little Peanut is more than marketing — it is a public health movement. Every empowered family, equipped provider and sparked conversation advances peanut allergy prevention as a standard part of infant nutrition. The message remains simple yet powerful: Eat early. Eat often. Little Peanut is turning evidencebased prevention into shared success stories and helping reduce peanut allergy rates across the country.
Watch Little Peanut's new animated video here:
Little Peanut joined WIC director Dawn Briner’s office in Oklahoma to counsel new parents.
Fuel Box Frenzy:
“This is the best event UMass has ever done,” one student exclaimed during the spring launch. The Amherst stop proved the concept: experiential marketing that turns casual snackers into peanut fans while generating authentic, shareable content.
And the impact? Since 2021, the partnership has racked up more than 60 million impressions, 18 million engagements and a 12% increase in peanut purchase intent among soccer fans. More importantly, it is elevating peanuts as a premium source of performance and recovery fuel.
Sparking a Campus Craze
By Chris Fitzgerald
Imagine this: thousands of college students lining up, not for concert tickets or the latest phone, but for a shoebox filled with industry partner peanut brands. Welcome to the unexpected fusion of soccer fever and snack culture that is redefining how brands connect with Gen Z.
The stats speak volumes. More than half of U.S. soccer fans are under 35, and Gen Z follows the sport 25% more than any other generation. With the 2026 global soccer tournament on the horizon, the excitement is palpable.
That is where the National Peanut Board and The18 come in, launching the Fuel Zone: Play Fueled by Peanuts, a campus experience that turns everyday college quads into highenergy soccer events. But it is not just the giant soccer darts or vertical jump challenges that steal the show. It is the Fuel Boxes.
These are not typical giveaways. Styled like high-end sneaker packaging, each box reveals a curated selection of products from 15 peanut-focused brands. The unboxing moment is pure Instagram gold. More than just aesthetics, students learn that peanuts deliver 7 grams of protein per serving and more than 30 essential vitamins and minerals.
This fall, the Fuel Zone hits powerhouse campuses across the SEC and ACC, including Texas A&M, Auburn, Georgia, Clemson, NC State and Florida. Each stop brings peanut-powered food trucks, live leaderboards fueling cross-campus competition and those coveted Fuel Boxes.
The brilliance is in the simplicity. Peanuts are American grown, portable and packed with fuel, just like a perfect first touch. And the Fuel Zone makes discovering that feel like a moment worth sharing.
A student smiles with his Fuel Box, fueling active lifestyles with peanuts.
NPB’s Fuel Box features a nutritious mix of peanut-powered snacks.
A student receives a peanut-packed Fuel Box to stay energized.
with Westley Drake Roots in the Soil
By Ashton Pellom
In Newsoms, Virginia, the day begins with the hum of tractors and the scent of fresh soil. For Westley Drake, a 14th-generation peanut farmer, farming is more than a livelihood — it’s a legacy. Husband, father, and community pillar, Drake carries the lessons of generations past while preparing for the future.
“I grew up on a farm, and I grew up watching my dad as a farmer,” Drake said. “I always loved driving the equipment. You get that little opportunity here and there, and it instills some pride in a young person.”
Though Drake explored other paths, including earning certifications as a firefighter and EMT, it was at North Carolina State University that he saw the full potential of a career in agriculture. “I just got inspired by my classmates and the faculty about how bright a future agriculture had,” he said.
Life on the farm is unpredictable. “Farming doesn’t have regular hours. It’s all variable,” Drake explained. “Sometimes it’s seven days a week, 14 or 15-hour days. You never know what the future has in store for the season.”
Despite the stress, Drake finds balance through purpose and priorities. “The best way to get through high-stress periods is to remember why you’re doing it and enter back into the environment with a clearer head,” he said.
Family remains central to his life and work. His wife, Maci, supports him across fields and seasons. “If he calls and needs anything, I’m there,” she said. “I’m a stay-at-home mom, so I help move tractors, trucks or anything he needs.”
Looking ahead, Drake hopes to sustain the farm for future generations. “I want my kids to do what they love, but they’ll have the opportunity to farm if they choose,” he said. He sees his role as a bridge between generations. “We gain wisdom from the older farmers and pass that on to the next generation.”
For Westley Drake, peanut farming is a mix of tradition, hard work and family pride. The soil in Newsoms runs deep and so does the commitment of a man who carries a 14-generation legacy forward.
Watch what it’s like on a day at Westley’s farm here.
Westley Drake in front of Drake's General Store.
Westley Drake and family represent generations of peanut growers.
Grower Voices
Peanut Leadership Academy Graduates Lonnie Gilbert and Emily Williams
By Lauren Highfill Williams
In July 2025, the Peanut Leadership Academy (PLA) graduated Class XIII.
The National Peanut Board sponsored two seats in the past five classes, and this session’s recipients were Florida peanut grower Lonnie Gilbert and NPB Administrative Associate Emily Williams. Coordinated by the Southern Peanut Farmers Federation, PLA gives participants a comprehensive understanding of the U.S. peanut industry. Gilbert and Williams shared insights from their experience.
What are the top learnings you have from your time in PLA?
Gilbert: One of my top learnings was the importance of peanut production. For instance, how peanut butter is used as a food for malnourished children. It made me feel good to know that what I grow goes toward a good cause.
Williams: Building relationships across the industry. I enjoyed connecting with growers from other states, shellers, manufacturers and industry leaders. I gained a deeper understanding of how every part of the peanut industry is connected.
Which trip or activity did you gain the most from and why?
Gilbert: Visiting the Jamestown settlement in Norfolk, Virginia, was meaningful because it was close to me. Learning about history and how it all began was impactful. The experience in D.C. made me proud to represent my fellow farmers positively.
Williams: The trip to Lubbock, Texas, was the most impactful. I learned how growers manage limited water and extreme weather. Touring research facilities at Texas Tech and speaking with scientists developing drought-tolerant varieties provided valuable insights.
How has the experience better prepared you for your future in the peanut industry?
Gilbert: PLA opened my eyes to factors affecting peanut productivity, from planting and harvesting to marketing and research on allergens and nutrition benefits.
Williams: PLA helped me think critically about sustainability, trade and consumer education. It also strengthened my leadership confidence and industry connections.
What would you say to another young industry member considering PLA?
Gilbert: Make sure it’s something you really want to do, learn about the crop, find a good mentor, and keep God first.
Williams: PLA is one of the best opportunities to grow personally and professionally. It’s about developing leadership skills, building connections and becoming a voice for peanuts.
Lonnie Gilbert
Emily Williams
Why did you decide to participate in PLA?
Gilbert: To learn more about the peanut industry, meet new friends and become a better farmer.
Williams: PLA allowed me to network with future peanut leaders, gain insights into legislative processes and develop skills to shape our industry’s future.
What were you most surprised to learn?
Gilbert: How crops thrive in Texas with less rainfall, highlighting regional differences.
Williams: The complexity of the peanut supply chain, from shelling and grading to export logistics.
What did you enjoy most about your experience?
Gilbert: The fellowship, meeting new people and camaraderie.
Williams: Connecting with future peanut leaders and working closely with NPB Board members. I look forward to seeing PLA classmates in leadership roles in the future.
The Peanut Leadership Academy continues to shape the next generation of leaders who will drive the peanut industry forward. This experience gave both Lonnie and Emily a deeper appreciation for the peanut industry. From learning about sustainability and innovation to building meaningful connections, their journeys reflect what PLA is all about: growing leaders who care deeply about the future of peanuts and the communities they serve.
Lauren Highfill Williams, Ryan Lepicier, Lonnie Gilbert and family at the PLA graduation.
(L–R) Lonnie Gilbert, Emily Williams and Lauren Highfill Williams connect during PLA.
The 2025 Peanut Leadership Academy graduates celebrate leadership and growth.
From Field to Table
Inf l uencers on NPB Tour
Experience the Peanut Journey
By Silvia Flores
As more than 7,000 peanut-farming families moved into harvest season, the National Peanut Board (NPB), in collaboration with Georgia Peanuts, hosted the 2025 Harvest Tour. This year’s tour brought together an influential group of foodindustry professionals, registered dietitians and culinary leaders representing organizations such as Sodexo, Harvard University Dining, The J.M. Smucker Co. and major school districts across the country.
Photography by Sandra Flores
The four-day event provided a rare, immersive look at the full peanut journey from farm to table. Participants met the farmers, innovators and food producers who bring peanuts from the soil to shelves around the world.
The first stop was Echols County, where attendees toured Bo Corbett’s family farm. Corbett, a seventhgeneration peanut farmer who also grows corn, cotton, and tobacco and raises beef cattle, shared his story of stewardship and growth.
“We started with 200 acres and we’re at 700 acres now. It’s all about our family, our community — everything starts at the farm,” Corbett said. “Without us, the grocery stores would not exist.”
At the Corbett family farm, participants saw peanuts being harvested and learned about the sustainability practices that define peanut production. Corbett explained how peanuts naturally enrich the soil and require less water than many other crops, while research continues to advance more resilient varieties. “If you’re a farmer, you love the land, you love the dirt,” said his mother, Angie Corbett. “You work hard to preserve it and take care of it.”
On the second day, attendees visited McKinnon Farms, where Ashley Smith, Coffee County extension agent, shared how growers are recovering from the devastation caused by Hurricane Helene in 2024. The stop emphasized the resilience and sense of community within Georgia’s peanut industry.
During a tour of Douglas Peanut & Grain Co., participants learned about the drying and storage process that bridges farms and shelling facilities. “I’ve really enjoyed being part of this industry and helping farmers,” said Dalton Bennett, manager at Douglas Peanut & Grain Co. “We’re the intermediary between the shelling plant and the farmer. It’s good to play a role in helping local growers.”
One of the highlights of the tour was a special chefcurated dinner led by Chef Duane Nutter, renowned for his creative use of peanuts in modern cuisine. The evening showcased the culinary versatility of peanuts across appetizers, main courses and desserts, demonstrating their potential as a premium ingredient in foodservice and restaurant applications.
Participants also visited Mana Nutrition, a facility that transforms peanuts into ready-to-use therapeutic food (RUTF), a life-saving product that has nourished more than 8 million children worldwide. “The work we do is nothing short of inspirational to me,” said Allen Galbraith, director of operations at Mana Nutrition. “We take a peanut grown locally and turn it into a lifesaving medication, for lack of a better term.”
Post-tour survey results show exceptionally strong engagement and enthusiasm from participants, with all respondents rating their overall experience a 5 out of 5. The education session ranked as the most impactful activity, followed closely by the visit to the Corbett family farm and the MANA Nutrition tour.
90% of participants reported they are likely to increase their use of peanuts in their work as a direct result of the tour. Attendees left the Harvest Tour inspired by the innovation, sustainability and collaboration that drive the peanut industry.
“Peanuts, peanut butter and other peanut products are such comfort foods,” said Patti LaNeve, purchasing specialist for Glynn County Schools. “Learning the whole story of peanuts — from planting to harvesting — has given me a greater understanding of their value to our economy and the nutrition they provide around the world.”
By the end of the 2025 Harvest Tour, participants had a deeper appreciation for the farmers behind America’s favorite legume and the National Peanut Board’s mission to support growers and share the peanut story with audiences everywhere.
To experience more from the 2025 Harvest Tour, scan the QR code.
Why NPB is Investing
in Gen Z
By Caroline Franklin
A decade of strategic consumer marketing has paid off: peanuts are millennials’ favorite nut. According to NPB’s recent brand tracking study, their passion for peanuts remains strong. With 85% of adults having eaten or purchased peanuts within the last month, peanuts are the most consumed nut in America.
However, success with one generation does not guarantee relevance with the next. A new cohort is entering the marketplace with distinctly different tastes, values and purchasing habits: Gen Z. Born between 1997 and 2012, this generation represents more than 70 million individuals in the United States alone. NPB is investing heavily in Gen Z-focused marketing initiatives to ensure peanuts remain America’s favorite nut for generations to come.
What We Know About Gen Z
Gen Z has a holistic view of health. Unlike millennials or Gen X, they associate health with overall wellness, including mental health, physical fitness and nutrition. Foods with added health benefits, such as probiotics or high protein content, are especially appealing to this generation.
The brand tracking study revealed that while Gen Z has a generally favorable perception of peanuts and peanut butter, they are less aware of the many benefits these foods offer and tend to eat them less often. Peanuts, however, provide many qualities that Gen Z seeks in a snack:
Deliciousness
Gen Z values variety and bold flavors. Peanuts offer versatility across countless cultures and culinary applications.
Convenience
Research shows 67% of Gen Z prioritizes foods that are easy to eat on the go. Few options are more convenient than peanuts in their various forms.
Sustainability
Gen Z cares about food sourcing and sustainable farming practices. Peanuts use less water than other nuts and are a zero-waste, American-grown plant.
Nutritional benefits
Peanuts provide
seven grams of protein, healthy fats, and essential nutrients that support overall wellness.
Affordability
In today’s economy, Gen Z prioritizes value. Peanuts deliver nutrition at an accessible price point.
How Gen Z Is Reshaping Campus Dining and Where Peanuts Fit In
By Valeri Lea
Gen Z is transforming college dining. They want food that supports health, fits packed schedules and connects to their diverse cultural identities. Peanuts are a familiar, affordable and versatile ingredient that aligns with these demands.
Fueling Performance and Well-Being
Recent research from Chartwells Higher Education shows a 61% year-over-year rise in demand for functional, highprotein meals among students. Peanuts deliver 7 grams of plant-based protein, plus fiber and more than 30 essential vitamins and minerals, supporting energy and cognitive function for busy students.
Operators are responding by spotlighting the protein and nutritional benefits of peanuts and peanut butter across breakfast stations and salad bars. During high-stress times like finals week, many campuses also emphasize the mental and physical performance benefits of peanuts, positioning them as a go-to “brain food” for students.
Keeping Them on Campus
Convenience remains a deciding factor for students and one of the biggest challenges for operators. The 2025 Technomic College & University Multi Client Study found that only 15% of off-campus students use campus dining daily, while 60% of food and beverages are purchased off campus, much of it at grocery, retail and convenience stores.
To compete, dining programs need offerings that are as convenient and appealing as what students find off campus. Peanuts are a natural fit with options like individually packaged peanut butter squeeze packs, roasted peanuts, trail mixes and peanut snack bars that deliver protein and portability.
At the University of Massachusetts Amherst, one retail convenience venue even includes a small hot food line where students can grab a quick entrée while picking up retail items. Peanuts and peanut butter fit seamlessly into these hybrid formats, serving both as snackable elements in grab-and-go bento boxes, such as trail mix clusters or energy bites, and as a star ingredient in global sauces like peanut satay or spicy peanut noodles that work well in hot food dishes designed for on-the-go service.
Connecting With Flavor
Sodexo’s 2025 dining forecast emphasizes bold, global flavors as a must-have for students who value cultural authenticity. Peanuts are a global staple, appearing in African stews, Southeast Asian dishes and Latin American sauces, giving operators a way to deliver authentic flavors with a trusted ingredient.
Universities can feature globally inspired peanut dishes during themed events or rotating station menus. Options might include West African groundnut stew, Mexicaninspired enchiladas with peanut mole sauce or Indonesian gado-gado salad with peanut dressing.
Meeting the Moment
As Gen Z reshapes campus dining, peanuts provide a solution that is nutritious, portable and globally versatile. For foodservice teams looking to meet students where they are, whether fueling performance, grabbing food between classes or seeking authentic flavors, peanuts are a natural fit on today’s campus menus.
Source:
Chartwells Higher Education, 2025 Campus Dining Index (April 2025).
Technomic, 2025 College & University Multi Client Study.
Sodexo, 2025 Campus Dining Trends Forecast.
Students enjoy peanut-forward meals in a university dining hall.
A globally inspired peanut dish showcases peanuts’ versatility in campus dining.
National Peanut Board Approves FY-26 Program and Budget, Gives Back to Community in Asheville
By Ashton Pellom
The National Peanut Board held its July board and committee meetings July 8–9, 2025, at the Kimpton Hotel Arras in Asheville, North Carolina. Board members unanimously approved the proposed fiscal year 2026 Program of Work and budget, bringing together NPB leadership, staff and stakeholders for strategic planning and community service.
The FY-26 Program of Work and budget, developed by NPB staff with input from stakeholders, outlines investments in promotion, research and education to support U.S. peanut farmers and increase demand for peanuts and peanut products.
Key initiatives include:
“This is where strategic planning meets execution,” said NPB Chair and Georgia peanut farmer Casey Cox Kerr. “The board’s unanimous vote reflects the strength and clarity of our shared direction for the year ahead.”
The $13,420,000 FY-26 budget reaffirms NPB’s commitment to enhancing the economic well-being of U.S. peanut growers through research, nutrition initiatives, and innovative marketing programs.
Beyond business sessions, NPB staff, board members and their families participated in a community service project. Partnering with sandwich chain Which Wich, the group made and donated more than 400 peanut butter and jelly sandwiches to a local Meals on Wheels program in Asheville.
“Giving back to the community is always a highlight,” said NPB President and CEO Ryan Lepicier. “This activity reminded us why our work matters; we’re connecting people through food, supporting nutrition and fostering community. I’m proud of our team and the direction we’re headed in FY-26.”
The FY-26 Program of Work and budget will be reviewed and approved by USDA. NPB’s fiscal year runs November 1, 2025, through October 31, 2026.
For more information, visit www.NationalPeanutBoard.org.
Board members, staff, and families at Which Wich during annual planning.
Mason Becker and family volunteer during NPB’s Asheville service project.
Something’s Missing: Bringing Peanuts
Safely Back to the Menu
By Valeri Lea
From Ban to Confidence
In K-12 schools, fear can turn into confidence when directors have support. Through partnerships with state peanut organizations at school nutrition conferences, the National Peanut Board has helped share resources and best practices with foodservice leaders nationwide. Three districts — Towns County in Georgia, Hickory City Schools in North Carolina and Oakley Union in California — once banned peanuts. Each has since reintroduced them with strong allergen management protocols, transparent communication and student education. Today those districts report smoother operations, happy students and no rise in allergy incidents.
For too long, peanuts, one of the most nutritious, sustainable and affordable proteins, have been missing from many school and campus menus. Fear of allergies has often led to outright bans rather than safe inclusion. But bans create unintended gaps: fewer culturally authentic dishes, less menu variety and fewer affordable protein options for students.
That is why the National Peanut Board launched the Something’s Missing campaign. The goal is simple: empower foodservice professionals to serve peanuts safely and confidently by giving them the tools, training and inspiration to do so.
Higher Ed Leading the Way
On college campuses the opportunity is even greater. Students demand global flavors, plant-based protein and authentic dining. Peanuts deliver all three.
At the University of Massachusetts Amherst, the #1 dining program in the country, dining leaders never banned peanuts. Instead, they rely on rigorous allergen protocols: separate prep zones, thorough labeling, daily staff training and close collaboration between chefs, dietitians and health services. Peanuts show up across UMass menus, from Thai peanut noodles to West African stew to graband-go snacks. Their approach balances inclusion for students with allergies while meeting demand from thousands who want peanuts on the menu.
The University of Georgia also demonstrates what is possible. Peanuts and peanut butter are fixtures on yogurt bars, parfait stations and in global recipes across their restaurants. Students with allergies receive personalized support through dietitian consultations, menu-filtering apps and chef-prepared meals. Their system proves safety and variety can coexist.
Tools and Activation Produce Results
Through Something’s Missing, the National Peanut Board does not just share stories. It provides best practices, research-based education, student communication templates and live activations such as Peanut Day. At UMass and Georgia, live activations brought students together around more than 20 peanutinspired dishes, interactive cooking demos and “Ask a Farmer” sessions. The results were clear: thousands of student impressions, increased menu excitement and innovative ideas for making peanuts a daily option.
The campaign also drives NPB participation in key foodservice industry events. At gatherings such as the UMass Chef Culinary Conference and the Culinary Institute of America’s Menus of Change University Research Collaborative, Healthy Menus Collaborative and Healthy Kids Collaborative, Something’s Missing showcases research, best practices and inspiration for operators to serve peanuts confidently.
The Path Forward
When schools and universities have the right resources, peanuts return to the menu safely. The Something’s Missing campaign closes that gap and proves safety, nutrition and culinary creativity are stronger together.
For more information visit: NationalPeanutBoard.org/somethingsmissing
Peanuts take center stage in evolving college dining trends.
Students enjoy meals in a college dining hall with peanut-forward offerings.
Assessing the Potential for U.S. Peanut Exports to Southeast Asia
By Louise McKerchar
APC Vice President, Europe, UK and Southeast Asia Marketing Director
With funding from the Market Access Program, the American Peanut Council traditionally evaluated one new market per year to assess its potential for U.S. peanut exports. After the announcement of the Regional Agricultural Promotion Program in 2024, APC submitted proposals to expand marketing activities across multiple regions, with a primary focus on Southeast Asia.
Following a rigorous selection process, APC appointed SIAM Professionals in late 2024 to conduct market assessments in Thailand, Malaysia and the Philippines. The research evaluated the potential for exporting U.S. peanuts and peanut products to these markets by examining economic and demographic profiles, food and marketing systems, peanut production and consumption, trade dynamics, the competitive landscape and pricing. It also identified key opportunities and potential constraints.
The assessments were conducted in three phases: primary and secondary research, including trade surveys, retail audits and consumer surveys; market assessment and SWOT analysis; and key conclusions and recommendations.
The research team visited retail stores in each target market to document the availability, product variety and retail pricing of peanuts and peanut products. In January 2025, face-to-face interviews were conducted with trade buyers, importers and retail contacts in Kuala Lumpur, Bangkok and Manila. In addition, 1,000 online consumer surveys were completed in each market, targeting people who regularly consume nuts and nut-based products.
Key findings:
• Peanuts are the most popular nut across all three countries, consumed mostly as snacks by all income levels and generations.
• Consumers in all markets are price sensitive and generally perceive peanuts as a low-value product.
• Philippine consumers show the greatest awareness of and preference for U.S. peanuts.
• The main constraint for U.S. exports is price competition with China and India.
• U.S. peanuts face import duties of 5% in Malaysia, 15% in the Philippines and 20% in Thailand.
• Freight rates and shipping time are additional challenges for shelled peanuts.
Malaysia was seen as having the highest potential for U.S. peanuts, followed by the Philippines and Thailand. However, the Philippines offers the best short-term opportunity due to its large and growing population, strong awareness of U.S. products and relatively low per capita consumption. APC is now exploring regional activities to promote premium U.S. peanut products in these emerging markets.
Meet
Luke Blaustein:
The American Peanut Council’s
New President and CEO
By Ashton Pellom
The American Peanut Council (APC) has named Lucas “Luke” Blaustein as its next president and CEO. He joined APC on Aug. 25, 2025, following a one-week handover with outgoing CEO Richard Owen. In this Q&A, the National Peanut Board sat down with Luke to talk about his background, vision and priorities for the peanut industry.
NPB: Congratulations on your new role. What drew you to the American Peanut Council?
Luke: Thank you. I’m honored to lead an organization that unites the entire U.S. peanut industry. This is a chance to strengthen connections across the supply chain and unlock new value for growers, shellers, manufacturers and allied members.
NPB: You bring a strong international background. Can you share more about that experience?
Luke: For the past seven years, I served as a diplomat in USDA’s Foreign Agricultural Service. I led projects in Central Asia, the Arabian Gulf, Taiwan and Washington, D.C. — from the USA Pavilion at the the 2022 global soccer tournament to Taiwan’s organic trade agreement, the Central Asia Rodeo USA livestock marketing program and even evacuation operations in Afghanistan. Before that, I worked as an international grain trader, managing physicals and futures from farm to foreign port.
NPB: How do you see that experience benefiting the peanut industry?
Luke: It has given me a global trade perspective, deep agricultural knowledge and a network of partners that can help expand export markets. Whether it’s advancing peanut sustainability, supporting research or enhancing our industry’s reputation, my goal is to position peanuts for long-term growth.
NPB: What is your approach to leadership and working with APC’s staff and board?
Luke: I believe in an inclusive, collaborative style. Listening is key. APC has incredible expertise across growers, shellers, manufacturers and allied members. My job is to help bring that knowledge together, support innovation and make sure every voice is heard as we plan for the future.
NPB: Tell us a little about yourself outside of work.
Luke: I grew up in Texas and Georgia and now live on a family farm in West Virginia with my wife Sha and our two sons. Agriculture has always been part of my life, and I’m excited to bring that passion to APC every day.
NPB: Any final thoughts as you step into this new role?
Luke: I’m excited about the opportunity to build on APC’s strong foundation and help the peanut industry grow sustainably, globally and collaboratively. There’s tremendous potential, and I look forward to seeing what we can achieve together.
Financials NATIONAL PEANUT BOARD BUDGET
Fiscal Year 26 (November 1, 2025 – October 31, 2026)
