Peanut Board debuts first-ever unified industry brand
The National Peanut Board (NPB) launched a new industry-wide brand platform designed to unify growers, manufacturers, and marketers in the category under a single consumer-facing identity.
The effort is paired with a media campaign, branded “It’s Not Nuts. It’s Peanuts,” which debuted May 18. This marks the first time the United States peanut industry has rallied behind a shared national brand message, according to the organization.
The NPB said the campaign seeks to position peanuts as a distinct category rather than simply another nut product.
The initiative comes as peanut producers face pressure from drought and rising production costs. The industry farms fewer than 2 million acres nationwide, yet peanuts rank as the country’s seventh most valuable crop, with an annual value exceeding $1 billion, the industry body said.
"There's so much soul in the peanut industry," said Ryan Lepicier, NPB President and CEO. "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 new branding includes a peanut-shaped logo and a “bright harvest” color palette intended to create a recognizable identity for American-grown peanuts across retail and marketing channels.
The organization said it eventually hopes the branding will appear on retail packaging and in-store displays.
Peanuts: A small crop cracking big ambitions
Peanuts contain seven grams of protein per ounce—more than any tree nut—and require about 3.2 gallons of water to produce one ounce, awarding them the smallest carbon footprint of any nut ounce per ounce.
The NPB seeks to enhance this messaging so it resonates with health- and environmentally conscious shoppers.
"Our vision for this brand is to elevate peanuts in the hearts and minds of the next generation," said Dena Malsom, NPB’s Chief Marketing Officer. "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 was developed with creative agency Special US and includes stop-motion advertising directed by Anthony Farquhar-Smith, known for work on the hit films Corpse Bride and Fantastic Mr. Fox. The ads feature 781 handcrafted and 3D-printed figurines alongside peanut-based foods.
The board also partnered with Arizona Cardinals’ Jeremiyah Love for the launch campaign.
"Peanuts are so much more than just another crop in the field or ingredient on the plate," said Neal Baxley, 2026 NPB Chairman and South Carolina peanut producer. "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."
*Top photo is referential | Body photos from @usapeanuts on Instagram.
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