National Peanut Board Announces Strategic Plans to Boost Peanut Demand Nationwide
Peanut farmers across the U.S. contribute annually to a checkoff program designed to promote peanuts and peanut products on a national scale. This program is led by the National Peanut Board (NPB), headquartered in Atlanta, and the organization recently held a planning meeting with a number of exciting updates that aim to significantly grow peanut demand in the coming years.
One of the boldest moves on the horizon is the development of a game-changing commodity brand for peanuts. This strategy is inspired by the success of commodity branding in other agricultural sectors—think “The Fabric of Our Lives” for cotton. According to the National Peanut Board, peanuts are ready for their moment in the spotlight.
Targeting the Gen Z demographic is a top priority. This younger consumer group is highly influential in shaping market trends, and the NPB plans to “boldly target” Gen Z with messaging and products that resonate with their tastes and values. Increasing peanut consumption among this group could open up long-term growth.
Another important initiative is expanding the reach of peanut allergy prevention. The National Peanut Board has introduced “Little Peanut”, an educational tool in the form of a small dog character to help young children and parents understand how early peanut introduction may help prevent allergies. This builds on growing scientific evidence that early exposure to peanuts can reduce the risk of allergy development.
A major push is also underway to get peanuts back into schools, especially on campus menus, where the NPB sees a significant opportunity to reintroduce peanut products. Given their nutritional value, shelf stability, and popularity, peanuts can play a key role in student nutrition.
Additionally, the NPB plans to push the bounds of leadership and messaging by strengthening their storytelling efforts. By sharing powerful narratives with stakeholders, the organization aims to underscore peanuts’ future potential in both health and sustainability.
Georgia peanut farmer Casey Cox Kerr, who serves as Chairman of the Board, emphasized that this strategic planning aligns with a strong execution plan already in motion.
Audio Reporting by Tyron Spearman for Southeast AgNet.