Pistachio group targets health message

02/17/2014 11:38:00 PM
Vicky Boyd

In a different survey of 1,500 consumers nationwide, only 7% of consumers considered pistachios healthful compared with 44% who said almonds were healthful.

Hirigoyen blamed the pistachio industry’s small nutritional promotions and the almond industry’s $50 million annual marketing program for the disparity.

Mark CavendishCourtesy American Pistachio GrowersCavendishBut she said she hoped the group’s new campaign will change consumers’ perceptions.

American Pistachio Growers has recruited several international fitness icons, including British cyclist Mark Cavendish, international adventurer Jeremy Jones and the U.S. water polo team as ambassadors. It also has enlisted nutritional experts worldwide to help with the effort.

This year, the growers group plans to run full-page print ads in several publications, including USA Today, Runners World, Outside, Men’s Health, Women’s Health and GQ, Hirigoyen said.

Miss California, who is wildly popular overseas, will continue to make appearances on behalf of the industry in Europe and China, Hirigoyen said. When Miss California 2012 Leah Cecil visited some of China’s mega-supermarkets in 2013, the group netted more than 1 billion impressions from social media as people tweeted or posted messages about the events.


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