Turning Momentum into Movement: The Next Chapter for American Peanut

RYAN LEPICIER

President & CEO, , National Peanut Board

Almost two years ago, I shared my first message as CEO of the National Peanut Board, discussing “Planting the Seeds of Success.” At that time, I reflected on the promise and opportunities within the peanut industry.

Now, as we enter a new year, it is time to look at the momentum we have built together and how we can unite to take American-grown peanuts to the next level.

The global peanut market is poised for significant growth, projected to increase from $92.84 billion to $114.33 billion by 2033. The question we must ask is whether we, as an industry, will capture that growth or watch others take the lead. Our foundation is strong, but growth requires a collective push to innovate, advocate and elevate the peanut category.

What stands out today is the trust we have built with farmers and the broader industry. With a return of $11 for every dollar spent on strategic marketing and research, it is clear that our unified approach delivers value. Engagement with millennials and Gen Z consumers has been especially impressive, particularly among those already choosing peanuts as their favorite nut. This momentum is just the beginning, and we have ambitious plans to keep it moving forward.

A key challenge and opportunity is addressing peanut allergies. The

Little Peanut campaign educates families and healthcare providers on the benefits of early peanut introduction. Beyond awareness, the board has invested

$500,000 in allergy research grants to support studies on prevention, diagnosis and management. These efforts are critical to making peanuts safe for all consumers and ensuring long-term industry sustainability. On the production side, innovation and research are helping peanuts remain competitive globally. The Sustainable U.S. Peanuts Initiative drives growth by equipping farmers with transparent, sustainable practices that meet consumer and market demands.

To continue this progress, the focus is on Gen Z, the next generation of peanut lovers. Campaigns like the Health Nut Club and partnerships with organizations such as Thel8 are building lasting relationships with college-aged consumers who value health, sustainability, and affordability. These efforts, along with the launch of a new brand for USA-grown peanuts in 2026, will allow the industry to align with their values and communicate the truth about peanuts: nutritious, sustainable and delicious.

Looking ahead, the potential is extraordinary. If the industry unites, the opportunities for growth are limitless. The time to act is now, and the future of American peanuts is brighter than ever.