By: Ashton Pellom
The National Peanut Board (NPB) and its agency partner, Golin, brought together industry leaders, marketing professionals, and strategic partners for the highly anticipated 2025 National Marketing Summit, held at the Epicurean Atlanta on January 23rd. Themed “Driving Impact Together,” the summit focused on shaping the future of peanut marketing through consumer insights, innovative partnerships, and strategic initiatives aimed at boosting peanut consumption and awareness.
The event kicked off with a warm welcome, followed by a presentation on NPB’s mission, vision, and strategic priorities for the upcoming year. A highlight of the morning was a guest marketing presentation from Kim Kitchings of Cotton Incorporated, who shared valuable insights on how consumer behavior influences brand engagement.
The discussion then shifted to 2025 consumer insights and trends, where key target audiences (Gen Z and new parents) were explored. A dynamic group discussion allowed participants to exchange ideas on how to effectively reach these demographics and leverage their purchasing behaviors.
Following a midmorning break, the summit dived into a preview of NPB’s 2025 program of work, which outlined strategic focus areas:
- Wellness initiatives, such as the Health Nut Club, Shopper, The18, and college and university programs.
- Early introduction efforts led by the Little Peanut campaign, aimed at increasing awareness of peanut consumption at an early age.
- Food service strategies under the Serving Safely initiative, promoting peanut safety and education in commercial kitchens.
In an interactive approach, attendees participated in roundtable ideation sessions, where they brainstormed innovative ways to enhance these programs. Ideas were then refined and presented in afternoon breakout sessions, ensuring a collaborative approach to execution.
The second half of the day focused on forward-thinking strategies for 2026, including the upcoming consumer campaign and identifying new partnership opportunities to elevate peanut promotion efforts. Attendees then broke into key discipline groups to engage in messaging exercises, branding discussions, and innovation brainstorming sessions.
The summit concluded with a recap of key takeaways, reinforcing the importance of collaboration and innovation in peanut marketing.
NPB President and CEO Ryan Lepicier reflected on the summit’s success, stating:
“The National Peanut Board is committed to evolving our marketing efforts to meet consumers where they are. This summit reinforced the power of partnerships and strategic insights to drive impact together. By focusing on wellness, early introduction, and food service, we are shaping a future where peanuts remain a staple in every household.”
Attendees also emphasized the importance of unity within the peanut industry and the critical role of food service in reaching younger audiences. One participant noted, “It was inspiring to see the industry coming together around a common message. A unified approach will make our efforts stronger and more effective.” Another highlighted the need to engage younger consumers, stating, “Gen Z prioritizes food more than any other spending category, and with food service being a $1 trillion industry, we have a massive opportunity to make peanuts a go-to choice.”
As NPB and its partners look ahead, the insights and strategies from the 2025 National Marketing Summit will serve as a foundation for continued success in promoting the power of peanuts.