NPB Director of Marketing Chris Fitzgerald presenting during the USAEDC 2026 Global Attaché Policy Forum & Consultations
By Chris Fitzgerald
The National Peanut Board (NPB) recently partnered with the American Peanut Council (APC) to highlight the U.S. peanut industry’s innovation, export potential and global vision during the U.S. Agricultural Export Development Council’s (USAEDC) 2026 Global Attaché Policy Forum & Consultations in Alexandria, Virginia.
For the first time, APC hosted an industry immersion session for Foreign Agricultural Service (FAS) staff who support U.S. agricultural trade and market access around the world.
Chris Fitzgerald represented NPB during the session, while APC provided attendees with a broader look at the U.S. peanut industry’s global priorities and export opportunities. Fitzgerald introduced the new global industry brand, seal and tagline, “It’s Not Nuts, It’s Peanuts™,” highlighting how the campaign is helping consumers better understand peanuts’ unique nutritional profile and benefits while creating new opportunities to increase demand in international markets.
The session combined industry insights with hands-on engagement, featuring a peanut-themed quiz, branded campaign materials and a peanut butter pairing experience that showcased the versatility and broad appeal of peanuts.
Representatives from a diverse range of international markets participated in the session, highlighting the global reach and potential of U.S. peanut exports. Feedback was overwhelmingly positive, with most attendees rating the session as excellent or very good and noting strong potential for the “It’s Not Nuts, It’s Peanuts™” campaign in their respective markets.
Together, APC and NPB strengthened relationships with key agricultural stakeholders, advanced the global rollout of the “It’s Not Nuts, It’s Peanuts™” campaign and industry seal, and reinforced their shared commitment to growing demand for USA peanuts worldwide. Special thanks to APC partners Regina Black, Rana Tarraf and Louise McKerchar for their collaboration and support.
