The National Peanut Board (NPB) has officially released its 2025 Annual Report, showcasing a year of strategic growth, consumer engagement and industry impact across nutrition outreach, food allergy research, foodservice expansion and grower communications.
Covering Fiscal Year 2025 (Nov. 1, 2024 – Oct. 31, 2025), the report highlights how NPB continued advancing its mission to drive demand for peanuts and peanut products while strengthening trust and visibility across key audiences.
One of the report’s major highlights is the creation of NPB’s new long-term brand platform, “It’s Not Nuts. It’s Peanuts.” Developed to position peanuts as a category of one among younger consumers, the initiative laid the groundwork for a larger FY26 rollout and national consumer launch.
The report also spotlights the success of the Health Nut Club Tour, which connected with more than 32,000 onsite participants and generated 13 million total impressions through campus activations, influencer partnerships and retail shopper marketing efforts focused on Gen Z audiences.
NPB’s work in food allergy prevention and education also remained a key priority throughout the year. Through Little Peanut outreach, healthcare partnerships and targeted provider education, NPB reached more than 5.4 million healthcare providers and distributed more than 500 Little Peanut plush tools to healthcare professionals and WIC providers nationwide.
Additional highlights from the report include:
- More than 146 million earned media impressions across national outlets
- Expanded outreach to registered dietitians and nutrition professionals
- Growth in peanut menu adoption within K–12 schools and college dining programs
- Continued investment in food allergy research through NPB’s grant program
- Increased engagement through Peanut Quarterly, News in a Nutshell and The Peanut Podcast
The report reflects NPB’s continued commitment to innovation, transparency and delivering value to peanut growers and industry stakeholders.
The full 2025 Annual Report is now available to view and download.
