National Peanut Board unites farmers with new peanut identity
The National Peanut Board has introduced a new brand platform to strengthen the image of peanuts and promote their benefits. The campaign uses the tagline “It’s Not Nuts It’s Peanuts” to highlight that peanuts are different from other nuts and offer unique advantages.
This new effort brings together US farmers, manufacturers, and companies under a single identity for the first time. The aim is to present peanuts as an important and valuable crop while building strong connections with consumers. The campaign also focuses on educating people about the nutritional, environmental, and economic value of peanuts.
Peanuts are a powerful and affordable food option. They contain high levels of protein, fiber, and essential nutrients. They also have a small carbon footprint compared to other nuts and use less water in production. In addition, peanuts are not true nuts but legumes, which makes them different from tree nuts.
"There's so much soul in the peanut industry," said Ryan Lepicier, President and CEO of the National Peanut Board. "We're turning what some might see as only a commodity into a brand that honors the passion of our industry while leading us into a bright future."
The United States has around 7,000 peanut farming families. Peanuts are grown on less than two million acres, yet they are one of the most valuable crops in the country, worth more than one billion dollars. The new brand aims to support farmers who are facing challenges such as rising costs and changing weather conditions.
"Our vision for this brand is to elevate peanuts in the hearts and minds of the next generation," said Dena Malsom, Chief Marketing Officer of the National Peanut Board. "Peanuts have a compelling, unexpected story that we're spotlighting with this campaign, because when you choose peanuts, you're choosing something good for yourself, good for our planet, and good for American farmers."
The campaign introduces a new logo with a peanut shape and a bright harvest color to represent American grown peanuts. It will appear across different platforms to reach more people, especially younger consumers. There are also plans to include branding on product packaging in stores.
"Peanuts are so much more than just another crop in the field or ingredient on the plate," said Neal Baxley, 2026 Chairman of the National Peanut Board and South Carolina peanut farmer. "They nourish our communities in every sense of the word, so we farmers take such pride in growing them. This brand supports our long-term growth ambitions so we can sustain our farms for the generations to come."
The marketing campaign uses stop motion animation to present peanuts in a unique way. It includes hand crafted miniature scenes and food elements to show the versatility of peanuts. The campaign also features an athlete who represents how simple foods like peanuts support active lifestyles.
Photo Credit: National-Peanut-Board