(NPB’s Dena Malsom presenting at the 2026 USA Peanut Congress)
The National Peanut Board (NPB) spent an energizing and collaborative week with industry leaders in early June at the 30th annual USA Peanut Congress. Hosted on the sunny beachside of Amelia Island, Florida, NPB could feel the positive industry tides and soaked up all the bright insights shared.
NPB was honored to be invited to speak by the American Peanut Council and the American Peanut Shellers Association. Dena Malsom, NPB’s Chief Marketing Officer and Vice President of Marketing & Communications, showcased the future of USA peanuts in her presentation, highlighting the recent reveal of a new brand and corresponding launch campaign. Dena highlighted the many NPB initiatives underway that are drawing in consumer attention and appetite, especially from Gen Zers.
This new brand literally came to life at the event, with an exhibition booth featuring beach-ready towels and tote bags — summer essentials for attendees to represent the industry with pride, featuring the cheerful “Bright Harvest” color. Whether you’ve been enjoying your new merch at the pool, on the beach, or at home, send us some photos!
NPB’s staff members also had fun participating in a sunrise Peanut Run, which was presented by the Women in Peanut Leadership and sponsored by The Peanut Institute. It was a wonderful morning to meet new friends and kickstart a productive day.
What a rewarding week learning from so many partners and celebrating the momentum of our industry. We’re already counting the days until next year’s event!
