Plan focuses on increasing peanut passion among Gen Z while strengthening connections with all consumers
ATLANTA (November 17, 2025) – The grower-funded National Peanut Board is beginning its next chapter with the launch of its 2026-2028 Strategic Plan. Key attributes of the plan include a refreshed mission statement, a renewed focus on industry unity and an evolution of strategies to drive impact and accomplish its mission. Execution of the plan begins in January 2026.
The updated Mission of the National Peanut Board is to cultivate the value of USA-grown peanuts and strengthen the future of peanut farming families through compelling promotion and groundbreaking research.
“We continue to be laser focused on benefiting American peanut farmers and their families through promotions and research,” said NPB CEO Ryan Lepicier. “Our evolved mission clearly centers on increasing the value of USA-grown peanuts and keeping farmers in farming.”
NPB’s Vision is simple and memorable: More People Enjoying and Using More Peanuts in More Ways More Often.
“This strategic plan is a bold step forward, ensuring that our efforts in promotion, education and research continue to drive value for peanut farmers,” said NPB Board Chair and Georgia peanut grower Casey Cox Kerr. “With this vision in place, we’re well-positioned to grow demand and expand opportunities for peanuts.”
NPB is set to accomplish its Vision through 5 strategies:
- Increase the Passion for USA-Grown Peanuts Among Gen Z
We will unite the peanut industry behind a powerful brand that ignites pride and drives relevance for a new generation. By championing peanuts’ unmatched wellness and sustainability story, building partner activations and amplifying our collective voice, we will make peanuts the top choice for consumers today and tomorrow.
- Achieve Breakthrough Results and Remove Barriers to Eradicate Peanut Allergy
We will fuel groundbreaking research, empower school and campus foodservice leaders, and inspire adoption of early introduction—driving bold progress toward a future free from peanut allergy.
- Leverage Relevant Storytelling to Inspire, Engage and Collaborate with Industry and Partners
We will tell the powerful story of peanuts by sharing successes, addressing challenges and opportunities, and advancing dynamic storytelling formats. We will engage partners and elevate NPB’s voice across the industry through a unified message and targeted outreach to inspire connection and progress.
- Foster a Collaborative Network to Maximize Production Research Investment
By connecting researchers, growers and industry leaders, we’ll strengthen the power of peanut research to address emerging challenges and advance efficiency in production. As a trusted convener and thought leader, NPB will help ensure research investments deliver meaningful impact for the future of peanut production.
- Optimize Organizational Capabilities to Advance Performance
By investing in Board and team development, fostering accountability with partners and harnessing the power of technology and data, we will elevate NPB’s performance and drive our mission forward with efficiency and confidence.
More details on the Strategic Plan are available here. Watch the video.
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About the National Peanut Board
The National Peanut Board represents USA peanut farmers and their families. Through research and marketing initiatives the Board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts. For more information about the Board, visit www.nationalpeanutboard.org.