PQ 53: The Dawn of a New Era for America's Peanuts

Spring 2026 | Issue 53

A magazine from the National Peanut Board

Feature Article:

The Dawn of a New Era for America’s Peanuts

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 2026 Officers and Members Neal Baxley, Chairman Jeff Roper, Vice Chairman Thomas Adams, Treasurer Westley Drake, Secretary Alabama Thomas Adams Josh McCoy, alternate Arkansas Allen Donner Heath Donner, alternate Florida Lance Jackson Scott Walker, alternate Georgia Casey Cox Kerr Wesley Webb, alternate Mississippi Lonnie Fortner Alan D. Atkins, alternate Missouri Russ Hoggard Clay Deane, alternate North Carolina Ray Garner Jr. Julie Ward, alternate Oklahoma Mark DeLeon Arthur Kell, Jr., 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 PQ Editorial Staff & Contributors Editor in Chief: Ashton Pellom VP & Chief Marketing Officer: Dena Malsom Danielle Karnbach Lindsay Stevens Markita Lewis, MS, RDN Chris Fitzgerald Valeri Lea Caroline Franklin DeMarquine' Houston Sandra Flores, Editorial Director Zarina Waldo, Art Director & Illustrator Samantha P. Perez, Designer Silvia Flores, Content Manager Terence P. Ward, Proofreader

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A Message From Our 2026 Chairman Dear Fellow Peanut Farmers, As a seventh-generation farmer, I understand that every decision we make on the farm must serve both today’s operation and tomorrow’s future. That same principle guides our work at the National Peanut Board. Our 2026 programs are rooted in one simple priority: ensuring long-term profitability and sustainability for America’s peanutfarming families.

Grower input remains at the heart of everything we do. Whether through board discussions, state meetings or direct conversations in the field, your perspectives help shape our investments in research, marketing and communications. When growers speak, the Board listens, and our programs reflect those priorities.

This year, we continue building on the momentum behind “It’s Not Nuts. It’s Peanuts.” More than a slogan, it is a clear, confident message that reinforces the unique identity and value of peanuts in a crowded marketplace. Strong branding matters because it strengthens demand and drives profitability back to the farm.

At the same time, initiatives like Little Peanut are expanding how we reach families and future consumers.

By introducing peanuts early and emphasizing their nutritional benefits, we are supporting lifelong consumption habits. This work is especially meaningful as we continue funding research that advances peanut allergy understanding and reinforces consumer confidence.

Our Something’s Missing campaign is another example of grower-driven strategy in action. By targeting foodservice operators and decisionmakers, we are positioning peanuts as an essential ingredient, not an afterthought.

These efforts help diversify demand channels and create new opportunities for growth.

Research remains a cornerstone of our mission. From production research that improves efficiency and sustainability to health and nutrition studies that open new markets, grower-funded research continues to deliver measurable returns.

We are also prioritizing production research investments that explore ways to strengthen the long-term economic sustainability of peanut farming, ensuring growers are equipped to remain profitable in a complex and competitive agricultural landscape. We are committed to investing wisely in projects that make a difference in producers’ operations and strengthen the industry’s future.

I am proud of the progress we have made together, and I am confident in where we are headed. By aligning grower priorities with forward-looking programs, we are ensuring that the peanut industry remains profitable, resilient and strong for generations to come.

Thank you for your leadership, your commitment and your trust in this important work.

Neal Baxley Chairman CONTACT INFORMATION 3350 Riverwood Parkway, Suite 1150 • Atlanta, Georgia 30339 • toll-free tel: 866.825.7946 • tel: 678.424.5750 • fax: 678.424.5751 email: peanuts@NationalPeanutBoard.org • web: NationalPeanutBoard.org & USAPeanuts.com

Reimagining Peanuts for a New Generation

This April marks my 18th year working in the peanut industry. For me, it represents a pivotal new chapter for the National Peanut Board with the launch of our 2026-2028 Strategic Plan, focused squarely on growing demand for peanuts. The roadmap is built on a refreshed mission: to cultivate the value of USA-grown peanuts and strengthen the future of the farming families who grow them.

To secure long-term demand, we must meet Gen Z’s 69 million consumers on their terms. Research shows they value sustainability, transparency and authenticity. Our role is not to convince them peanuts matter, but to show up in ways that cut through the noise and connect with them where they are.

This spring, we will introduce an exciting new brand for USA-grown peanuts. Featured in this issue of Peanut Quarterly, the brand will come to life through advertising, social media and other special experiences. The brand is anchored in a distinctive green hue we call bright harvest and proudly carries the message: It’s Not Nuts. It’s Peanuts. Reflecting on my career in the peanut industry, this is one of the most exciting chapters yet.

BY RYAN LEPICIER President & CEO

As peanut growers navigate a volatile 2026 season marked by significant uncertainty, the National Peanut Board, in partnership with state grower organizations, continues to strengthen the industry through production research. Together we are investing in the science of sustainability, prioritizing breakthroughs in disease management, soil health and high-performing varieties. This work builds the knowledge needed to stabilize long-term demand and help offset rising input costs.

That is why our new strategic plan is so important.

In 2025, we made meaningful progress in allergy prevention, Gen Z engagement, school nutrition and production research. In 2026 and beyond, we will build on that momentum through focused strategies in promotion, research, storytelling and organizational excellence, each with measurable goals to guide our progress toward a stronger future for the peanut industry.

I am also encouraged by a new partnership with Food Allergy Research & Education, or FARE, announced earlier this year. Peanut allergy represents a longterm demand challenge that affects not only those with allergies but also many households that avoid peanuts altogether. By strengthening our investments in food allergy research through collaboration, we hope to accelerate progress toward reducing food allergies and removing a critical barrier to peanut consumption. Farmers who served on our Board in the early years made a commitment to be part of the peanut allergy solution. In that spirit, we have pledged an additional $2.5 million over the next five years.

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Production Research A Collaborative Approach to Industry Solutions

By DeMarquine' Houston Production research initiatives at the National Peanut Board are guided by strategic plans that span three to five years. Since the Board’s founding in 2000, the research program has evolved to include co-funded initiatives and direct investments that support critical research infrastructure.

At its core, however, the program remains the same: state directed and farmer funded.

State Certified Peanut Producer Organizations are uniquely positioned to engage with growers and understand what is happening in the field. They also maintain strong connections with researchers who are equipped to address those challenges. Differences in soil texture, rainfall patterns, nighttime temperatures and disease pressure create many opportunities for research. CPPOs develop research priorities based on the specific variables and needs within their states.

The 2017 to 2021 strategic plan tasked NPB staff with evaluating the Board’s production research process. Staff reviewed how other national commodity boards managed their programs and found that state directed research priorities provided the greatest flexibility.

When issues emerge, state organizations typically hear about them first and are best positioned to direct research funding toward solutions quickly.

“Whatever affects one directly affects all indirectly.”

- Martin Luther King Jr.

NPB also monitors issues that may affect the peanut industry nationwide. The Board has supported the Peanut Genome Initiative, coordinated by the Peanut Research Foundation, since the program began in 2012. When NPB recognized the importance of maintaining Dr. Charles Simpson’s wild peanut seed collection at Texas A&M University, the Board began allocating $15,000 annually to ensure its preservation. NPB also provides $7,000 annually to support the USDA Agricultural Research Service germplasm collection in Griffin, Georgia, currently curated by Dr. Shyam Tallury.

“Those closest to the problem are closest to the solution,”

The 2021 to 2025 strategic plan emphasized strengthening relationships with agricultural industry partners and identifying opportunities to collaborate on national research priorities.

By maintaining strong partnerships and seeking new connections across the agricultural sector, NPB remains prepared to address emerging research challenges.

“Coming together is a beginning. Staying together is progress. Working together is success.” - Henry Ford.

- Glenn E. Martin.

Collaboration remains central to the Board’s approach. NPB began participating in USDA’s National Institute of Food and Agriculture (NIFA’s) Agriculture and Food Research Initiative Commodity Board program in 2016, leveraging a dollar-for-dollar funding match to expand research opportunities. Through partnerships with peanut production and allergy research organizations, NPB continues to support projects that align with strategic priorities and national research goals.

In 2024, CPPOs collaborated to develop a NIFA research topic reflecting shared priorities across states. This collaborative model will continue under NPB’s 2026 to 2028 Strategic Plan as the industry works together to address emerging challenges and strengthen the future of peanut production.

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Growing Leadership:

How PLA Helped Shape Antron Williams' Agricultural Journey

By Ashton Pellom

Antron Williams, a graduate of the Peanut Leadership Academy (PLA) Class 10, continues to build on the leadership skills he developed through the program while making an impact across agriculture and his community.

Williams was recently named to the Board of the National Black Growers Council (NBGC), representing South Carolina. The appointment reflects his growing leadership within the peanut and broader row crop industries.

is not just about representing your own farm, but about advocating for growers, supporting innovation and helping move agriculture forward. Those lessons still guide how I approach opportunities today.”

A native of Rowesville, South Carolina, Williams is a firstgeneration row crop farmer who manages 600 acres of corn, cotton, soybeans and oats. His operation emphasizes soil health and long-term sustainability. Williams incorporates practices such as cover crops, no-till and strip-till systems, nutrient management and crop rotation to strengthen productivity and conservation on his farm.

Beyond his professional roles, Williams remains active in community and agricultural leadership efforts throughout Orangeburg County, where he works to support education, rural development and the next generation of agricultural leaders.

In addition to farming, Williams brings a strong academic and professional background to his work. He holds a bachelor’s degree in agricultural education from Clemson University and an MBA from Strayer University. He is currently pursuing a master’s degree in agronomy at Iowa State University.

As he continues expanding his impact through farming, conservation work and industry leadership, Williams represents the growing network of Peanut Leadership Academy graduates helping shape the future of the peanut industry and agriculture as a whole.

Professionally, Williams serves as the program specialist and acting district conservationist with the USDA Natural Resources Conservation Service, where he works with farmers to implement conservation practices and improve land stewardship. He previously served as a soil conservationist, building technical expertise that supports producers across the region.

Williams credits the Peanut Leadership Academy with helping shape his perspective on leadership within the agricultural industry.

“The Peanut Leadership Academy helped me see the bigger picture of our industry and the importance of collaboration,” Williams said. “It reinforced that leadership

Antron Williams celebrates his successful completion of the 2025 South Carolina Economic Development Institute, a yearlong program focused on building practical expertise in economic development.

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Peanuts Pop Up Across College Campuses

By Lindsay Stevens

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Peanuts are becoming a part of student life this year thanks to the National Peanut Board’s inaugural Campus Brand Managers (CBM) program. Through partnerships with campus clubs, student organizations and athletic teams, ambassadors helped their peers discover how peanuts fit into college life, from quick snacks between classes to reliable fuel for late-night study sessions.

Collaboration with campus organizations was a standout feature of the program. At the University of Georgia, Kellyn Brisendine partnered with the campus cooking club to host a peanut-themed meeting where students prepared recipes featuring peanuts. At Clemson University, Macy Moates provided peanut packs to the cheer and volleyball teams as an easy snack during competitions. At North Carolina State University, Katelyn Medlin supplied the men’s soccer team with peanut packs and merchandise to support their training and performance.

Another initiative involved mapping peanut availability across campuses. At Auburn University, Cloie Peters expanded the project by identifying food trucks that offered peanut-based menu items. One example was the Tea Trailer, which used peanut powder in some of its beverages.

This semester, ambassadors also developed expertise in specific peanut-related topics. Each CBM explored how peanuts connect to areas such as social media, sustainability and agriculture, allergies, nutrition, athletics and wellness, and shared ideas for promoting peanuts through those perspectives.

Across Spring and Fall semesters, CBMs distributed more than 1,000 hats, 925 T-shirts, 750 protein shakers, 600 fortune tellers, 600 stickers, 350 fanny packs and 88 sweatshirts.

Sampling remained one of the most effective ways to reach students. During finals week, ambassadors stocked study spaces with peanut packs, giving students a quick boost while preparing for exams. In total, CBMs distributed more than 3,000 Hubs peanut packs in the fall and another 6,000 in the spring.

Student leaders play an active role in shaping how peanuts show up in campus culture.

Health Nut Club Campus Ambassadors connect with peers through engaging, on-campus experiences that bring the benefits of peanuts to life.

CBMs also connected with the broader peanut industry.

Macy Moates appeared as a guest on the National Peanut Board’s Peanut Podcast episode titled “Class Is in Session: Peanuts in College Dining,” where she discussed her experiences in the program.

Following the successful launch of the 2025 to 2026 program at six universities, NPB plans to expand the initiative to 10 schools for the 2026 to 2027 academic year.

The kickoff meeting will take place in Dothan, Alabama.

This fall, NPB’s college tour will also expand its reach, with plans to visit five times as many campuses and engage more than 1 million college students. The tour will include new opportunities for growers and increased local media outreach to build awareness.

Together, these efforts are helping introduce peanuts to the next generation of consumers while creating meaningful connections across college campuses.

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yn Katelin Medl rolina

“It's really cool just to walk around campus and see students wearing h Caiversity Nor te n U their Health Nut Club merch that t Sta I passed out to them and seeing them just loving peanuts.”

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n Kelly dine Brise

ch “My favorite part about being a Serve CBM is probably meeting new llo Univ people. I love new people and Floridersity of a through CBM program I've met a ton. It's a great program. And I'm very, very thankful to be a part of such a great team.”

“One of my favorite parts is that I've shared with students how peanuts are a great snack through handing out peanuts around campus and handing out merch, and really just talking to students about how peanuts can be incorporated in their diets in a variety of ways.”

f rsity o Univergia Geo

Macy

“One of my favorite things was Moat es the Health Nut Club tour coming Clems o n U nivers to Clemson’s campus. We were ity challenged with interactive games like soccer darts and passed out delicious peanut butter smoothies and crepes... It truly made an impact on me as well as Clemson's campus.”

y Kinseers Wint

“Being a CBM has been such a special part of my senior year... All A&M Texasersity of our team members have been Univ so helpful and flexible, and it's just been more of a fun journey than a job to me and that's probably my favorite part.”

“My favorite time as a Campus Brand Managers was when we brough the Health Nut Club food truck to Auburn’s campus. It was really fun seeing everyone come out, get food and hang out.”

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Cloie Peter s

Au b u r n Unive rsity

Funding the Next Generation of Peanut Allergy Breakthroughs

By Markita Lewis

The National Peanut Board is no stranger to food allergy research. Since the Board’s early days, peanut growers have been committed to helping solve the challenge of peanut allergy. Over the past two decades, NPB has invested more than $43 million in research, education and outreach related to peanut allergy. The impact has been significant.

Because of this investment from peanut farmers, NPB has supported studies that have led to major advances in understanding peanut allergies and how to prevent and treat them. The National Peanut Board provided early support for researcher Dr. Gideon Lack and his team at King’s College London for the observational study that eventually led to the LEAP Study, which helped change allergy prevention practices worldwide. NPB has also supported advancements in peanut allergy treatment, including partnerships that contributed to research on oral immunotherapy and anti-IgE therapeutics.

The approach has already demonstrated success in other areas of medical research. In her previous role leading Stand Up To Cancer, FARE CEO Sung Poblete helped develop the model, bringing together more than 2,000 researchers from 210 institutions. That collaboration contributed to several treatments that later received approval from the U.S. Food and Drug Administration.

The newest phase of NPB’s allergy research funding focuses on maximizing impact, a priority emphasized under the leadership of Ryan Lepicier. As the field of allergy research continues to evolve, opportunities to help shape major breakthroughs are rare.

NPB leaders are optimistic about what the future holds. Over the next several years, this investment has the potential not only to transform treatments for peanut allergy but also to advance solutions for food allergies more broadly. Peanut farmers remain proud to support research that continues moving the industry closer to lasting progress.

Applying this model to food allergy research could accelerate the translation of discoveries from the laboratory to real-world treatment options for patients.

That is why NPB announced a $2.5 million, five-year investment in the Food Allergy Research & Education Mind Meld initiative, a collaborative research model designed to accelerate solutions for food allergy. The Mind Meld program seeks to transform how food allergy research is conducted by bringing together experts from multiple disciplines, breaking down knowledge silos and advancing discoveries that could lead to new treatments.

While recent food allergy grant programs have helped advance progress in prevention, diagnosis, treatment and management, the Board believes the Mind Meld model has the potential to push solutions even further.

NPB's Markita Lewis engages with attendees at the FARE booth during a WIC conference, highlighting ongoing collaboration to advance food allergy awareness and research.

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Research in Action:

Grower Insights Shape the Future of Peanut Production

By Ashton Pellom

The National Peanut Board’s March Board meeting in Atlanta offered more than routine updates. It provided a platform for growers and state representatives to connect research investments directly with on-farm realities.

Held March 2–4 at NPB headquarters, the meeting included presentations from representatives of each state peanut grower association. The session highlighted how research funded through the Board is delivering practical insights for growers while helping guide future priorities for the industry.

Across the presentations, one message was clear. Growers value the role NPB plays in funding production research that addresses real challenges in the field.

State representatives expressed appreciation for the Board’s continued investment in projects that support improved yields, disease management, soil health and production efficiency. Many noted that NPB-backed research has helped deliver tools and recommendations that growers can apply immediately on their farms.

Variety development was a key topic of discussion. Several growers emphasized the need for new peanut varieties that offer stronger returns on investment while maintaining the resilience required for modern production systems.

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At the same time, attendees were highly engaged in practical issues that directly impact their operations, such as deer and hog control. Effective wildlife management provides immediate, tangible advantages for growers.

Presentations highlighted efforts in Florida and a Georgia Peanut Commission–funded project addressing these challenges, offering valuable insights for producers seeking to protect crops and optimize profitability.

Producers are increasingly focused on identifying varieties that can maximize profitability under changing conditions.

With input costs remaining high, growers are seeking options that deliver both strong yields and dependable performance.

At the same time, growers acknowledged that peanut production itself remains relatively strong compared with other crops in many rotations.

However, challenges facing rotational crops such as corn, cotton and soybeans continue to impact overall farm profitability. That broader economic pressure is shaping how producers evaluate crop decisions and long-term planning.

One grower suggested that future research could explore the sustainability of peanut farming as a whole, looking beyond individual practices to evaluate the long-term viability of peanut-based farming systems.

For NPB leadership, the exchange of ideas between researchers and growers is critical.

“Research is one of the most important investments we make for the future of the peanut industry — and hearing directly from growers about what is working and where challenges remain helps ensure our research dollars are focused on projects that deliver real impact in the field.”

Turning research findings into actionable guidance remains a core focus for the organization.

“Production research is a critical tool that ensures we stay ahead of the curve of disease, pests, drought, and other climate related issues that affect peanut production — and our goal is to support projects, identified by State Certified Peanut Producer Organizations, that generate practical outcomes and help farmers make informed decisions on their operations.”

DeMarquiné Houston

IT and Compliance Director National Peanut Board Oversees the Board’s production research portfolio

By bringing together grower leaders from across the peanut belt, the March meeting reinforced a key principle: The future of peanut research depends on strong collaboration between scientists, industry members and the farmers who ultimately put those discoveries to work in the field.

Ryan Lepicier President and CEO National Peanut Board

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The

Dawn of a

New Era America’s Peanut for

By Chris Fitzgerald

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Peanuts have been part of America’s cultural identity for generations. Long before the first PB and J sandwich, peanuts were woven into the nation’s story through the work of George Washington Carver, their deep ties to Southern agriculture, and the legacy of peanut farmer and former president Jimmy Carter.

From ballpark traditions to everyday pantry staples, peanuts have long symbolized comfort, nourishment and an unmistakably American spirit.

Today, the landscape is changing. Consumer expectations are evolving, attention spans are shrinking and younger generations are reshaping food culture with on-the-go fuel options. This raises an important question: Are the messages that worked decades ago still relevant today?

Even with per capita consumption trending upward, the opportunity to accelerate growth, especially with Gen Z, remains significant.

For more than 20 years, the National Peanut Board has championed USA-grown peanuts while supporting the nation’s 7,000 peanut-farming families through marketing and research. In the early 2000s, the Board launched the National Peanut Tour featuring its iconic 20-foot peanut.

In 2003, Buddy McNutty brought a playful personality to the brand.

As the industry evolved, so did its messaging. The 2009 Energy for the Good Life campaign emphasized everyday nutrition. The 2015 Perfectly Powerful Peanut campaign highlighted the health benefits of peanuts. More recent digital-first campaigns such as Peanut Better Together in 2022 and We Grow Comfort in 2023 embraced modern storytelling and human-centered messaging.

Each campaign reflected its moment in time. Now the industry is preparing for its next evolution built around a single vision:

One brand.

One industry.

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The National Peanut Board is focusing on four strategic areas to accelerate consumption and expand reach, beginning with the nearly 70 million Gen Z consumers who are among the most influential forces shaping today’s food and shopping habits. At the same time, the industry remains committed to maintaining its strong base of peanut lovers.

This moment represents an important opportunity for farmers and their families, Board members, shellers, manufacturers, brand partners and consumers alike.

On May 18, the National Peanut Board will unveil a master brand and national creative campaign centered on wellness, the universal language of Gen Z. With a bold new logo, a witty tagline and refreshed storytelling, the campaign invites consumers to declare: “It’s Not Nuts. It’s Peanuts.”

The launch will feature 10 handcrafted miniature stop-motion worlds created by ‘Not to Scale’, an award-winning next-generation global film and production company. These vibrant scenes showcase the wellness and lifestyle benefits of peanuts through imaginative storytelling.

To ensure strong engagement with the target audience, the campaign includes one of the most extensive media plans in the Board’s history. The strategy includes a two-week national homepage takeover on YouTube, 24 weeks of high-impact media placements in Atlanta, Chicago, Dallas and Washington, expanded lifestyle content across social media platforms, premium digital video and dynamic out-of-home placements such as digital kiosks in Atlanta and a train car wrap on Chicago 'L' Red Line trains. The campaign will also include partnerships with 10 nationally recognized influencers.

This integrated strategy is designed to grow brand affinity among next-generation consumers, expand national awareness and strengthen long-term demand.

The campaign will also be supported by a dual-agency public relations strategy led by Special U.S. and Golin. Their work will amplify the launch through earned and paid media, press outreach, media kits and targeted storytelling.

The board’s collegiate brand manager program and experiential tour will expand to more than 10 campuses in fall 2026 to maintain momentum among college audiences.

A refreshed industry toolkit will also equip growers and partners to activate the brand within their local communities. In addition, a new partnership with Nielsen will provide performance tracking and consumer insights.

The new master brand will extend across three additional initiatives: educating families about early peanut introduction through the Little Peanut program, strengthening collaboration with foodservice and retail partners to expand availability and continuing efforts to bring peanuts back to K-12 and higher education menus. Ongoing media, public relations and influencer storytelling will help sustain momentum.

Since the early 1800s, the peanut industry has thrived through collaboration. Now, for the first time, it is uniting behind a shared identity to champion America’s peanut farmers, grow demand and remove barriers.

This is more than a campaign. It is a defining movement. And on May 18, the world will see just how special peanuts truly are.

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Behind the scenes, artists bring the “It’s Not Nuts. It’s Peanuts.” campaign to life, crafting miniature stop motion worlds that showcase the brand’s creativity and storytelling.

Photos by: Chris Fitzgerald

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If there is one thing we have learned while shaping the peanut industry’s next chapter, it is this: connecting with Gen Z takes far more than a clever idea. It requires understanding their pace, their priorities and the places where they spend their time. As the National Peanut Board prepares for its second quarter 2026 brand launch, the team has partnered closely with Special U.S. to turn a strategic vision into a movement designed to capture Gen Z’s attention, reshape perceptions and inspire more peanut consumption among the next generation.

The goal is simple: Inspire people to eat more peanuts, in more ways and more often. That clarity keeps the creative process focused, especially when marketing to a generation that can scroll past almost anything in half a second.

“Peanuts fit seamlessly into Gen Z lifestyles.

They also provide affordable energy and fit easily into everyday life, whether in a gym bag, a dorm room or wherever the day leads.”

From there, the brand strategy takes shape. Rather than focusing on individual products, the campaign creates a unified identity for peanuts that is centered around one brand and one industry.

Next comes the creative platform.

Once the concept is established, the visual identity follows.

Colors, typography, layouts and imagery work together to create a consistent look that makes peanut messaging instantly recognizable. The goal is a style that feels bright, energetic and modern.

From there, the idea expands across multiple touchpoints.

Digital advertising is designed to stop the scroll. Social media content encourages sharing. Out-of-home placements spark curiosity, while influencer partnerships help extend the message through authentic voices.

Every element is built to reach audiences where they already spend time and through creative executions that encourage conversation and media coverage.

Listening and learning are also essential. Performance is tracked in real time, allowing the team to adjust tactics, refine messaging and strengthen results as the campaign unfolds.

Chris Fitzgerald Director of Consumer Marketing National Peanut Board

“You want a brand idea that can work everywhere, from billboards to TikTok to train wraps. Our idea is ‘It’s Not Nuts.

It’s Peanuts.’ It’s simple, direct and gives us room to create interesting and memorable work.”

The objective extends beyond a single campaign. The longterm goal is to build a memorable brand that keeps peanuts relevant, exciting and top of mind for the next generation of consumers.

Shannon Nunn President Special, New York

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Watch how the National Peanut Board unveils a bold new brand platform designed to redefine how peanuts are seen and experienced. This launch introduces a fresh voice for the industry, positioning peanuts at the center of culture, creativity, and modern consumer connection.

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Maximizing Reach: How NPB Integrates Print and Digital Advertising

By Ashton Pellom

Reaching today’s audiences requires more than a single message in a single place.

The National Peanut Board (NPB) is expanding how it delivers campaigns by integrating traditional print placements with digital and social media strategies that extend the life and impact of each message.

This multi-channel approach allows NPB to connect with key audiences across foodservice, nutrition, health and the broader peanut industry (from chefs and dietitians to growers and supply chain partners) while reinforcing consistent messaging about the value and versatility of peanuts.

Trade publications remain a critical foundation of the Board’s media strategy. Print placements in industry outlets help reach influential audiences such as foodservice operators, retailers, dietitians and health professionals who rely on trusted publications for insights and trends. For growers and industry stakeholders, these placements also reinforce how coordinated marketing efforts are working to strengthen demand across the value chain.

But print is just the starting point.

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We all know that school districts want to keep their students safe and serve nutritious meals to foster their development and academic performance. But removing peanuts from menus isn’t the solution.

Research shows that allergen management is the safer, more effective approach, endorsed by experts and organizations like the Centers for Disease Control and the American Academy of Allergy, Asthma, and Immunology.

Peanuts are a staple in school meals, offering nutrition, versatility, and affordability that students enjoy. By following best practices, schools can safely reintroduce peanuts and ensure inclusivity for all students.

• Create a Comprehensive Plan Best Practices for • Train Staff Regularly Safe Food Handling Procedures Allergen Management •• Implement Communicate with Administration, Parents & Students • Empower Students for Self-Management of Allergies in Schools • Offer Allergen-Safe Alternatives

What the Research Says: Quick Facts “Peanut-free” schools still report reactions and often higher epinephrine use.

In a study analyzing 567 food allergy reactions in a Canadian pediatric cohort, researchers found that 4.9% of reactions occurred in “peanut-free” schools compared to 3% of schools that allowed peanut foods (Cherkaoui S., 2015).

When it comes to epinephrine use in schools, a 2017 study of schools in Massachusetts found that schools with policies restricting peanut foods from being brought from home, served in the cafeteria or in the classroom did not have reduced use of epinephrine to treat food allergy reactions compared to schools without peanut-free policies (Bartnikas L., 2017).

Casual contact (i.e. touching peanuts/peanut butter on surfaces) presents extremely low risk.

A study of 30 peanut-allergic children who smelled peanut butter for 10 minutes resulted in zero systemic or respiratory reactions. In this study, skin contact with peanut butter did cause redness and irritation for some where the peanut butter touched skin, but did not cause any serious reaction.

(Simonte S., 2003).

A paper documenting the practices of allergists working with peanut allergic patients reported that applying peanut butter to the skin of the patients did not cause any systemic reactions and only caused hives at the site of application for one patient. The allergists also noted a practice of placing peanut butter in close proximity to peanut allergic patients to show that proximity to peanut-containing foods does not cause anaphylaxis (Dinakar C., 2016).

Simple practices like washing hand with soap and water, and using common household cleaners on surfaces can remove peanut proteins to mitigate cross contact (Perry T., 2004).

NPB pairs these placements with digital assets, online advertising and social media amplification to ensure campaign messages extend beyond the page. Whether introducing new creative or reinforcing existing campaigns, this integrated approach ensures audiences encounter consistent messaging across multiple environments.

For example, the “Something’s Missing” campaign is introduced through targeted print placements and extended through digital formats that drive additional engagement online.

In foodservice, similar strategies help position peanuts as a functional, adaptable ingredient for menu innovation, while nutritionfocused messaging supports ongoing education around early peanut introduction and allergy prevention.

“Today’s audiences move between print, digital and social platforms throughout their day,” said Dena Malsom, vice president of marketing and communications and chief marketing officer at the National Peanut Board. “Our goal is to meet them wherever they are and reinforce our message across channels so it stays top of mind.”

By aligning traditional advertising with modern digital engagement, NPB ensures every placement works harder; delivering consistent messaging that builds awareness, supports demand and connects with audiences at every level of the industry.

Each campaign is designed to function across channels, ensuring that whether audiences are reading a trade publication, scrolling social media or developing menus, they encounter a cohesive and reinforcing message.

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Reaching Audiences in 2026: What We’re Learning from Social, Campus and Digital Platforms

By Caroline Franklin

Connecting with today’s audiences requires more than showing up on the right platforms. It means meeting people where they are with content that resonates, informs and invites engagement.

For the National Peanut Board, 2025 delivered meaningful lessons across social media, campus activations and digital channels that are already shaping how we communicate in the year ahead.

Source: NPB social profiles, platforms analytics 2025.

Data analysis by In Bloom Creative Solutions.

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Paid Content Is Earning Its Place Across platforms, paid and boosted content continues to drive measurable results. On Instagram, ads accounted for more than 80% of total views over the final 90 days of 2025. On LinkedIn, the National Peanut Board generated more than 4.2 million impressions for the year, successfully reaching key audiences. The takeaway is clear: organic reach alone is no longer sufficient. Strategic investment in content promotion amplifies messaging and extends it well beyond existing followers.

Video Formats Are Leading Engagement Short-form video continues to be one of the most effective formats for audience engagement. On YouTube, the Peanut Powered Parents series led annual viewership, with legacy content generating more than 122,000 views, 90% of which came from non-subscribers. On Instagram, collaborations using Reels produced millions of views, with the top collaboration surpassing 2.5 million. These numbers point to a simple truth: authentic, story-driven video content captures and holds attention in ways static posts often cannot.

A Halo Effect in Action One of the more interesting dynamics observed in 2025 was the cross-platform lift generated by the Health Nut Club campus campaign. Created for younger audiences on Instagram, the content produced a measurable halo effect on Facebook, increasing reach among older demographics for weeks after the campaign concluded. This cross-generational ripple, where youth-focused activations broaden visibility among audiences ages 35 to 64, reinforces the value of community-based programming as a driver of broader brand awareness.

The Path Forward Whether through campus activations, social campaigns or digital video, audiences engaging with peanut content are diverse in age, interests and platform preferences. In 2026, NPB’s approach will continue to prioritize original digital assets, consistent engagement and content formats that travel across demographics, ensuring the story of peanuts reaches audiences wherever they are.

Pinterest and Evergreen Content Deliver Quietly Pinterest generated more than 65,000 impressions in 2025 without any new posts.

The results serve as a reminder that well-organized evergreen content continues to perform long after publication. As the platform becomes more intentionally integrated into NPB’s content calendar in 2026, it represents a cost-effective opportunity to reach younger, recipe-driven audiences through boards focused on nutrition, cooking and everyday peanut use.

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What’s Next for

Food Service Collaborations:

HOW ONE

UNIVERSITY

HELPED

SHAPE A RESOURCE FOR ALL

By Valeri Lea

Partnerships between universities and commodity boards are evolving.

Today’s most effective collaborations extend beyond sponsorships or guest lectures. They integrate research, culinary innovation and student insight into projects that create measurable, long-term impact.

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The National Peanut Board’s partnership with UMass Amherst’s campus dining program reflects this shift. Ranked No. 1 in campus dining for nine consecutive years by The Princeton Review, UMass Dining offers scale, credibility and direct access to student feedback.

Building on a previous K-12 breakfast toolkit that incorporated input from 12 school nutrition directors and a state department of education chef, this campus initiative moves further upstream. Rather than simply producing a resource, NPB and UMass Dining co-developed “Put Peanuts Back on the Menu: A Campus Dining Guide to Serving Peanuts Safely and Confidently.”

UMass dining chef Bob Bankert coaches students making Soy Braised Peanut Onigiri in student competition.

The final resource covers student dining trends, nutrition science, allergen management at scale, culinary innovation, retail strategy, communication guidance and practical steps for implementation.

This model demonstrates the future of campus partnerships. Commodity boards and product suppliers bring product expertise, trend insights and a national perspective. Universities contribute operational knowledge, student data and real-world testing environments. Students benefit from researchdriven menu development.

UMass students pose with their Peanut Day swag bags

For the National Peanut Board, the collaboration does more than create visibility. It helps integrate peanuts into institutional dining systems that serve thousands of meals each day.

The guidebook will be co-launched by NPB and UMass Dining at the UMass Chef Culinary Conference in June and will be available as a free digital download on the NPB website.

The Xi’an style lamb smash burger with peanut chili crisp, made with peanuts, peanut butter and peanut oil, was a student favorite at dinner

UMass Dining hosted a fall 2025 Peanut Day event featuring nearly a dozen peanut-forward recipes served at breakfast, lunch and dinner in both the dining hall and the campus retail hot food line. In addition to gathering student feedback on the recipes, a campuswide survey collected insights on peanut consumption and student perceptions.

That research helped shape the guidebook’s content.

UMass students line up for Brûléed banana & peanut sundaes

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Gaining Ground: Early Progress on NPB’s 2026 Priorities

By Ashton Pellom

The National Peanut Board’s FY-26 Program of Work is already translating strategy into action, with early momentum visible across marketing, nutrition education and industry outreach.

The new brand platform, “It’s Not Nuts. It’s Peanuts.,” is beginning to take shape through initial digital placements and media partnerships.

Early efforts are focused on introducing the refreshed identity and reinforcing peanuts as a distinct, versatile category. As the campaign expands, additional activations will build on this foundation to strengthen awareness and engagement.

Progress is also underway in early peanut introduction efforts.

Through the Little Peanut initiative, outreach to parents, caregivers and health professionals continues to grow through partnerships with pediatric experts and targeted educational tools. These efforts are helping increase awareness of early introduction practices and supporting broader conversations around allergy prevention.

In foodservice, NPB is building connections with chefs, menu developers and industry leaders to position peanuts as a functional, adaptable ingredient across a range of cuisines. These conversations are helping identify new opportunities for menu integration.

The “Something’s Missing” campaign continues to reinforce the role of peanuts and peanut butter as essential ingredients that enhance flavor, nutrition and satisfaction, with early placements extending the message to both industry and consumer audiences.

Together, these efforts reflect a coordinated approach to demand building, with each initiative reinforcing the others to extend reach and impact.

“Our Program of Work is designed to ensure every investment supports the long-term growth of the peanut industry,” said Ryan Lepicier, President and CEO of the National Peanut Board.

“Seeing early momentum across several initiatives reinforces that we are moving in the right direction.”

With several months remaining in the fiscal year, additional campaign expansions, partnerships and milestones are expected as NPB continues to build on this progress.

23

Grower Voices

From Arkansas Fields to Global Shelves:

Greg Baltz on the Future of U.S. Peanut Exports

By Ashton Pellom

When Arkansas peanut grower Greg Baltz walked through a supermarket in Kuala Lumpur, Malaysia, he experienced a moment that many American farmers know well. On one shelf sat jars of peanut butter made with U.S. peanuts. On another were products from China, India and New Zealand.

Baltz, who farms about 4,000 acres of peanuts, rice, soybeans and corn in Pocahontas, Arkansas, traveled nearly 10,000 miles to help change that balance.

Still, Baltz left the mission encouraged by conversations with importers and buyers interested in the quality and consistency of U.S. peanuts.

As a representative of the American Peanut Council on a recent U.S. Department of Agriculture trade mission, Baltz joined agricultural leaders working to expand opportunities for American producers in emerging global markets. The visit focused on Malaysia, where a new trade agreement could open doors for more U.S. agricultural products.

His perspective reflects a broader truth across the peanut industry. Strong domestic production is only part of the equation. Building relationships abroad, understanding global markets and telling the story of American agriculture are equally important.

For Baltz, the experience reinforced how important global demand is to the future of farming in the United States.

“There has been a lot of pain,” Baltz said during the trip, referring to recent trade disruptions that have affected many growers.

The visit also highlighted the real-world complexity behind international trade. Even with favorable agreements, American products must compete with lower prices, shifting currency values and well-established supply chains from other countries.

Back home in Arkansas, Baltz continues managing a diversified operation while staying engaged in industry leadership. His participation in international trade missions helps bring a grower’s voice directly into conversations that shape the future of agricultural exports.

For Baltz, the goal is simple. American farmers produce a world-class product, and he wants to see it reach more shelves around the globe.

“It’s about making sure the peanuts we grow here have every opportunity to compete,” he said.

24

Global Outlook:

Expanding Opportunities for U.S. Peanut Exports

By Regina Black, American Peanut Council

25

The secret to the success of U.S. agriculture is the farmer. When U.S. farmers compete on a level international playing field, they can outcompete anyone.

The American Peanut Council works to support the U.S. peanut industry at home and around the world. Founded in 1940, APC is the leading trade association for the industry, supporting growers, shellers, manufacturers and allied partners through research, sustainability and export development.

The international trade landscape continues to shift. Where peanuts are sold and the policies that govern those sales are evolving. Customers are making different purchasing decisions, and while some markets show promise, others are becoming more challenging and require additional effort to maintain stability.

APC’s work is essential because one in every four USA-grown peanuts is exported. In 2024, the United States exported $890 million in peanuts and peanut products. When mixed nuts are included, the total exceeds $1 billion. Over the past decade, peanut exports have grown by about 28 percent in value and 24 percent in volume.

APC’s role is both to defend established markets and to identify new opportunities.

The organization maintains in-market representation and long-standing relationships in Mexico, Canada, Europe, Japan and China, where consumers already recognize and value U.S. peanuts.

However, reliance on a small number of markets creates risk. Nearly 96 percent of U.S. peanut exports go to these five markets, meaning any decline can have significant consequences. In 2025, U.S. peanut exports fell by 18.5 percent, driven largely by steep declines in shipments to China and the European Union.

Diversifying export partners has therefore become a priority. Markets such as South Korea, Southeast Asia, Africa, the Middle East, South America and the Caribbean represent promising opportunities for growth.

The year 2026 is already off to a strong start. APC recently traveled to Indonesia and Malaysia with the U.S. Department of Agriculture. Teams are also working in Korea and Japan. In the coming months, APC will connect buyers and sellers at trade shows in Singapore, Thailand and the European Union. Plans for 2026 also include expanded programming in North Africa, the Middle East and Central America.

APC remains committed to supporting the U.S. peanut industry through exports, research and sustainability. In January, the organization restructured to increase efficiency and strengthen resources across its programs. The team is focused on exploring new ideas, developing new markets and supporting continued growth for U.S. peanuts.

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