By Peyton Woods

^“It’s Not Nuts. It’s Peanuts.”

With that tagline and the unveiling of a peanut-shaped logo sporting a hue dubbed Bright Harvest, the National Peanut Board (NPB) ushered in a new era of peanut promotion this spring.

The USA Peanuts branding campaign modernizes the industry’s image, seeks to strengthen demand and unites organizations under one identity, said NPB President and CEO Ryan Lepicier.

“May 18 was the day our entire industry came together as one,” said Lepicier, referencing the campaign launch. “This isn’t just a National Peanut Board brand. This is your brand. This is our brand as an industry.”

The effort represents more than a new logo or advertising campaign, Lepicier added. It’s a coordinated strategy to elevate peanuts from a commodity to a consumer brand.

That strategy has been successful across the U.S. — in part thanks to Alabama peanut farmers such as Thomas Adams.

A member of the NPB who farms in Henry County, Adams and his son, Emery, were featured in photography for the campaign. They donned promotional merchandise which became available following the campaign launch to give growers and industry partners a consistent way to represent the new national brand.

“At the heart of this campaign are America’s peanut farmers whose hard work and dedication make this crop possible,” Adams said. “This brand gives us a chance to tell our story and remind consumers that every bag of peanuts starts with farm families like ours.”

Alabama peanut farmer Josh McCoy also participated in the campaign. An alternate member of the NPB, McCoy helps operate his family’s peanut warehouse in Headland. That hulking facility now includes one of the campaign’s most recognizable features — a large USA Peanuts mural. The mural serves as a visible reminder of the industry’s unified branding effort and has become a landmark celebrating Alabama’s role in the campaign.

Alabama peanut farmers have embraced the campaign by flying USA Peanuts flags on tractors and static flagpoles. The flag reminds consumers to eat more USA-grown peanuts while celebrating the farmers who proudly grow Alabama’s official legume.

NPB’s Lepicier said research helped shape the campaign’s clear, relatable messaging that highlights what makes peanuts unique. Rather than emphasizing a single benefit, NPB showcases peanuts’ nutrition, power as a plant-based protein, wellness benefits and sustainability.

Another plus? USA Peanuts are the ultimate convenient snack.

The initial USA Peanuts campaign reached consumers through a nationwide marketing effort that included digital advertising, influencer partnerships, public relations initiatives and experiential activations.

To extend the campaign’s reach, NPB expanded its grassroots outreach through upcoming college campus tours and partnerships with state peanut organizations such as the Alabama Peanut Producers Association.

Farmers across Alabama said they’re excited to see the USA Peanuts brand fully develop. Mobile County peanut farmer John Allen Driskell said he is hopeful “It’s Not Nuts. It’s Peanuts.” will help market peanuts to the next generation.

“I hope this campaign gets younger generations excited about peanuts and ultimately increases peanut and peanut butter consumption nationwide,” Driskell said.