ATLANTA, GA (May 1, 2025) – The National Peanut Board (NPB) has launched “Something’s Missing,” a new promotional campaign to spotlight the absence of peanuts from K-12 cafeterias and college and university dining halls.
With vivid visuals and a striking narrative, the campaign uses a part-empty meal tray or to-go container to illustrate a key food item, like a peanut butter sandwich or a peanut sauce, that is missing from the meal. The campaign highlights the unintended consequences of blanket allergen bans that remove a nutritious, affordable and culturally significant food from millions of students’ plates.
“The message is simple but powerful: something’s missing from foodservice menus, and it matters,” said Markita Lewis, MS, RD, marketing and communications manager at NPB. “We’re not just talking about a menu item, we’re talking about access to plant-based protein, good fats and an ingredient beloved across cultures. This campaign helps reframe the conversation and bring best practices and compassion into decision-making at every level of food service.”
Housed at NationalPeanutBoard.org/SomethingsMissing, the campaign will appear at key industry conferences, presentations and webinars, in trade publications and across digital platforms. The initiative includes booth displays, handouts and resources, promotional items, social media content and engaging ads tailored to both K-12 and college and university audiences. Something’s Missing also encourages K-12 and college and university operators to share their stories of successfully serving peanuts while following best practices to keep students with allergies safe.
This initiative aligns with the Board’s broader strategy to ensure that peanuts remain a viable and visible choice in institutional dining. State peanut grower organizations continue to play a crucial role in this effort, working at the local level to build relationships with school nutrition directors, chefs and administrators to champion smart, inclusive menu planning.
The Something’s Missing campaign is not only a call to action, but also an invitation to reimagine what inclusion really means in K-12 and campus dining. By partnering with experts and elevating voices across the foodservice landscape, NPB is driving forward its mission to educate, advocate and celebrate peanuts everywhere.
For more information about the campaign, visit NationalPeanutBoard.org/SomethingsMissing.
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About the National Peanut Board
The National Peanut Board represents USA peanut farmers and their families. Through research and marketing initiatives the Board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts. For more information about the Board, visit www.nationalpeanutboard.org.