Today, the National Peanut Board has launched a brand platform that aims to elevate peanuts beyond being just a reliable staple.
The theme? It’s not nuts, it’s peanuts. For the first time, the U.S. farmers, manufacturers, and other brands are rallying behind this one cohesive identity, celebrating the humble crop as a distinctive category of one. It’s not nuts, it’s peanuts.
They say now the peanut offers plentiful positive impacts as an accessible, it’s also affordable, and sustainable powerhouse with more protein and the smallest carbon footprint of any nut. Peanuts are a shelf staple and also versatile source of nutrition. They are technically not even a nut, they are legumes.
Consumers may not realize the importance of peanuts that’s growing in the U.S. Peanuts rank number seven among valuable crops with a value of about $1 billion. As the farming industry at large has ongoing headwinds from the droughts to increasing input costs, this brand launch is building, energizing, and unifying momentum to help get the peanut market moving again. There’s so much good about the peanut industry, and they’re going to try to tell it with this new team.
It’s not nuts, it’s peanuts.