National Peanut Board Unveils New Brand for Industry

On August 13, 2025, the National Peanut Board announced a new game-changing brand platform for the peanut industry, giving peanuts a voice and fresh place in culture. NPB revealed the new brand during an industry livestream event and subsequent virtual marketing summit to discuss the marketing rollout.

Concepted by Special US, “It’s Not Nuts. It’s Peanuts” seeks to reframe peanuts from a commodity to an iconic brand. The new platform includes a fresh logo and approach to attract younger consumers, while not alienating other generations. The positioning centers around the unknown potential of peanuts, playing on the amazing qualities about peanuts that sound crazy (or nuts) but are real facts that make peanuts the super-food that they are.

The new brand platform will be fully launched in Spring 2026 via a series of high impact, thought-provoking placements allowing us to speak about the unexpected potential of peanuts in different ways in different places.

Industry collaboration and unity is a core tenant of the development and success of the brand. “We are in a great industry with so many players and interest groups working toward the same mission of increasing demand for USA-grown peanuts,” said NPB CMO Dena Malsom. “This new brand will harness all our people and all our efforts for maximum impact.”

An intra-industry panel, moderated by NPB Director of Brand & Consumer Marketing Chris Fitzgerald, discussed the new approach during the livestream.

Westley Drake, Virginia Board member and peanut farmer, set the stage. “When we look back on this 10 or 15 years from now, we'll say, ‘Wow, I was a part of that moment.’”

Patrick Horbas, marketing director at Hormel Foods, added, “What we saw here today is just a small taste of where this can go over the coming years.”

Rachel Santos, director of sales and industry relations at Premium Peanut, said, “This campaign allows us to have a unified voice. It is a brand platform we can all get behind.”

Libbie Johnson, executive director of the Alabama Peanut Producers Association, said, “This is going to be really good for us to further expand and tell more people about peanuts.”

Marshall Rabil, CEO of Hubs Peanut Company, said, “We all, at the end of the day, have a lot of pride in USA-grown peanuts. That's going to be what brings us together.”

View a recording of the livestream for industry reference only here:

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