The National Peanut Board (NPB) brought its Something’s Missing campaign to the forefront at the 2025 UMass Chef Culinary Conference, one of the most influential gatherings for college and university foodservice leaders. Held June 8–13 in Amherst, Massachusetts, the event welcomed 690 attendees from 75 universities, marking a 60% increase over the previous year.
The campaign, which focuses on allergen transparency, student and staff education, and sharing success stories designed to shift from avoidance to smart allergen management, served as the foundation of NPB’s presentations, educational materials, and conversations throughout the week. From allergen education to global menu inspiration, “Something’s Missing” made a clear case for why peanuts belong on the plate.
Attendees sampled better-for-you peanut products from innovative brands including Henrietta Said, P-nuff Crunch, Hubs, and Peanut Butter & Co., offered throughout the week during meals and breaks.
At the Industry Showcase, the UMass culinary team prepared and served Udon Noodles with Peanut Chili Sauce, drawing strong interest for its bold flavor, student appeal, and allergen-friendly preparation. NPB also shared Something’s Missing campaign materials to help foodservice operators bring peanut-forward ideas back to their campuses.
To help attendees take the message home, “Back on the Menu” t-shirts and “Something’s Missing” handouts were included in every conference welcome bag.
During a commodity board panel, NPB contractor Valeri Lea shared how the Board supports foodservice teams through culinary inspiration, allergen education, nutrition education, and sustainability education. She also highlighted the success of UMass’s recent Peanut Day activation, which featured 20+ peanut-inspired dishes, an “Ask a Grower” event with Mississippi peanut farmer Lonnie Fortner, and campus-wide participation. While the activation took place earlier this spring, its strong reception served as a powerful case study in how to serve peanuts safely and successfully.
The message was clear: peanuts are back on the menu, and students and chefs alike are hungry for more. From energizing athletes to enriching plant-forward menus, peanuts offer affordable flavor, protein, and versatility for the next generation of eaters.
NPB left the conference with hundreds of leads and strong new university connections interested in peanut recipes, training opportunities, and campus collaborations. Events like this help turn peanut potential into peanut presence on every plate.