Nuts, Dates & Dried Fruit

Natural Delights Makes Shift to Strengthen U.S. Market Focus

Fri, 17 Apr 2026 18:17:49 GMT

Bard Valley Natural Delights says it is making a strategic shift in its business model to further support and grow domestic demand. As part of this evolution, the company will refocus its distribution primarily on the U.S. market while continuing to invest in category growth and consumer engagement nationwide.

In conjunction with this shift, Natural Delights has appointed David Baxter as CEO. Baxter will lead the company into its next phase of growth, with a focused vision on expanding the brand’s leadership in the U.S. market.

Baxter has been with Natural Delights for nearly eight years, starting as a product manager, then director of marketing and, most recently, vice president of sales and marketing. His breadth of experience and success with Bard Valley Date Growers will provide a level of continuity through these strategic changes, the brand says.

At the same time, Natural Delights has welcomed Naturally Grown Growers to the association, led by CEO Rafael Navarro. Natural Delights says the addition of the Navarro family brings significant medjool date volume to the brand’s portfolio as well as a suite of services that will provide an expansion of operational expertise, reinforcing the brand’s commitment to quality, consistency and long-term growth.

“We’re proud to join the Bard Valley family in supporting the Natural Delights brand and bring our fruit to market under a brand that has built such strong trust with retailers and consumers,” Navarro says. “This partnership represents an exciting opportunity to contribute to the continued growth of the date category in the U.S.”

For more than a decade, Natural Delights has been dedicated to building demand for the date category, helping transform dates from a niche product into a mainstream staple. As a grower-owned cooperative of family farms, the company says it has earned deep trust with shoppers by consistently delivering high-quality fruit and investing in consumer education, driving its position as the No. 1 date brand in the country.

By concentrating its distribution domestically, Natural Delights says it is positioned to accelerate household penetration, strengthen retailer partnerships and continue expanding the role of dates across snacking and culinary occasions.

“This is a natural next step for our business and our family of growers,” Baxter says. “By focusing more closely on the U.S. market, we will continue to build on the strong demand we’ve created, deepen our connection with consumers and continue growing the category in meaningful ways.”

USDA to Buy $80 Million in Specialty Crops

Wed, 21 Jan 2026 18:56:00 GMT

USDA will be spending some millions on specialty crops.

On Jan. 13, during the 107^th American Farm Bureau Federation Convention held in Anaheim, Calif., U.S. Secretary of Agriculture Brooke Rollins announced $80 million in new Section 32 purchases of specialty crops. The purchases will involve $20 million each of almonds, pistachios, raisins, and grape juice.

Specifically, the purchases will be domestically produced:

Concord grape juice
Boxed and packaged raisins
Whole roasted and natural almonds
Pistachios roasted in the shell

See the Agricultural Marketing Service’s pre-solicitation announcement for more details.

According to the USDA announcement that followed Rollins’ statement, these purchases will be distributed to food banks as part of the Food and Nutrition Service’s assistance programs, including The Emergency Food Assistance Program.

A USDA spokesperson told The Packer that “Section 32 purchases are designed to reduce domestic surpluses” and industry representatives “typically submit a written request to USDA indicating that there is an oversupply in the market.” Following an economic assessment, USDA then decides if a purchase is warranted.

Regarding the purchases announced by Rollins, the spokesperson says: “AMS plans to issue a solicitation by the end of the month. The solicitation will contain information about the destinations and delivery periods for the purchased commodities.”

Commodity procurement solicitations can be found online at the AMS page.

Rabobank Projects Almond Price Increase in Five-Year Report

Wed, 17 Dec 2025 12:50:45 GMT

In a new five-year report, Roland Fumasi, head of RaboResearch Food and Agribusiness North America, says almond prices have improved in the past 18 months for California growers. He says this good news continues as he sees prices going even higher in the next five years.

He says, though, that progress is not linear. He sees higher carry-in, the number of almonds from the previous season coming into the next season, will challenge price potentials for the next two seasons. He sees an overall production decline for the 2026-27 crop year.

“Yield improvements and slower-than-historic demand growth will cause carry-in to rise and will keep a ceiling on price potential in 2026-27 and 2027-28,” Fumasi writes in his report.

Fumasi says he projects California almond yields to peak in 2027 and slowly decline.

“Bearing acreage may have peaked in 2025, but it will most likely peak even higher in 2026,” he writes. “However, any further increase in total bearing acres will be marginal.”

He says as growers remove aging trees and reduce overall bearing acres, the overall supply of almonds will tighten. This, he says, will lessen carry-in and coupled with a stabilized demand growth will help grower prices increase again.

To view and download the entire report at RaboBank.com .

Canada Advises Consumers Against Consuming Imported Pistachios from Iran

Wed, 03 Dec 2025 02:42:43 GMT

The Public Health Agency of Canada (PHAC), the Canadian Food Inspection Agency (CFIA) and Health Canada issued an advisory, urging consumers to consider alternatives to pistachios from Iran and products made with pistachios from Iran due to possible Salmonella contamination.

The agencies say the advisory is related to an ongoing salmonella outbreak linked to various brands of pistachios and pistachio-containing products .

CFIA says it continues its food safety investigation, which includes sampling and testing at various stages of the supply chain and working to verify that recalled products have been removed from the marketplace. The agency also says due to the long shelf life, pistachio products could remain on the market for many months.

The government of Canada says all food recall warnings and notifications related to CFIA’s investigation into pistachios and products made with pistachios will be combined into a single list .

The Public Health Agency of Canada says the outbreak has sickened 155 people, with 24 hospitalized in British Columbia, Alberta, Manitoba, Ontario, Quebec, New Brunswick. No deaths have been reported.

California Walnuts Launches Campaign to Drive Holiday Sales

Wed, 26 Nov 2025 15:41:00 GMT

California Walnuts’ “Be Merry. Feel Good.” holiday campaign in the U.S. market is targeting shoppers during the year’s peak walnut purchasing period and creating new opportunities for retailers to capture incremental sales as consumers seek ingredients for seasonal recipes and entertaining.

The campaign builds on the industry’s “California Walnuts. Feel Good.” consumer initiative, which aims to modernize the image of California walnuts and reposition them as a must-have ingredient, according to a news release. Complete with a fresh, energetic visual identity, the industrywide effort is expanding the target audience to include millennial and Gen Z shoppers while enhancing engagement with those who already know and love California walnuts.

“The holidays are a critical time for the nut category, and this campaign helps ensure walnuts remain highly visible and top of mind as shoppers make purchase decisions,” says Christine Lott, director of integrated communications for the California Walnut Board and Commission. “With many gatherings of friends and family over a meal this time of year, California walnuts are a great fit, providing a feel-good ingredient that can elevate holiday dishes. The pairing of seasonal promotions and in-store activations with consumer awareness efforts shows shoppers how walnuts can elevate their holiday recipes and entertaining, while helping retailers drive sales.”

For retailers, California Walnuts is offering comprehensive merchandising support, including seasonal displays, retail-tagged ads, in-store promotions and shopper marketing programs designed to maximize sales. These efforts are reinforced by consumer-facing media that drives awareness and traffic, including connected TV, YouTube, social platforms, podcasts and consumer publications, the release says.

Beyond the store, influencer partnerships in cooking, wellness, lifestyle and entertaining highlight walnut versatility in the formats younger consumers engage with most. Experiential events add real-world touch points, giving shoppers opportunities to taste walnuts and learn about their flavor and nutritional benefits.

Oppy, Blue Diamond Growers Preview Snack Rebrand at IFPA

Thu, 16 Oct 2025 15:53:18 GMT

Oppy announced Oct. 15 that it is teaming up with Blue Diamond Growers to showcase their line of almonds and almond-fruit blends at the IFPA Global Produce and Floral Show.

In the partnership, which started a year ago, the two companies have introduced a lineup of almond product snacks. These include oven roasted honey, lightly salted, and toasted almonds and cherries. Each variety is packaged in resealable stand-up bags. The produce line will debut its new look in spring 2026.

“When Blue Diamond enters the basket, the results speak for themselves — the average basket ring doubles,” says Oppy’s executive vice president of sales Brett Libke. “Retailers are seeing strong momentum, and the excitement continues to build as shoppers reach for better-for-you snacks that truly deliver.”

To further boost engagement, participating retailers can take part in a national sweepstakes campaign offering shoppers the chance to win fitness trackers and athletic gift cards through Nov. 15 at bdfitnesssweeps.com .

“Our packaging puts protein and heart health front and center — exactly what today’s snacker is looking for,” says Carmen Bourgaize, Blue Diamond Growers’ chief commercial officer. “Retailers can leverage this along with our robust trade and marketing support to drive incremental sales and shopper loyalty within the produce section.”

At IFPA, attendees are invited to stop by Oppy’s booth, No. 1039, to sample almonds, get a sneak peek of Blue Diamond’s refreshed branding, and enter an exclusive on-site giveaway for an Apple Watch.

Blue Diamond Almonds Creates Bold New Look with First Rebrand in Over 20 Years

Thu, 11 Sep 2025 17:51:24 GMT

Blue Diamond Almonds is launching into the future with a new logo and brand persona that evokes energy and excitement, aiming to capture the attention of more consumers seeking healthier options in their diet.

This new visual identity features a refreshed logo, streamlined color palette and updated brand elements that highlight almonds as the champion superfood, according to a news release.

After rounds of research with more than 7,000 consumers, Blue Diamond worked with design agency Turner Duckworth , to create a refreshed brand world that leans into crisp lines, bold colors and fonts, while also offering a clear nod to its heritage by maintaining the unmistakable Blue Diamond shape.

Since 1910, Blue Diamond has grown to be the almond’s biggest champion amassing a co-op of more than 3,000 growers in California, and yet the brand’s look hasn’t been touched since 2004. The company says the new look will help Blue Diamond get the attention of modern shoppers and stand out in all assets across packaging, in-store signage, digital platforms and more.

“We believe that Blue Diamond Almonds are the G.O.A.T. of snacks, and our Almond Breeze is the obvious choice in non-dairy beverages. Almonds allow you to show up and be mighty in your life, fueled by protein, fiber and flavor. This refresh connects this almond identity to the brand identity, breathing color, energy and excitement into the brand,” says Maya Erwin, vice president of marketing and innovation for Blue Diamond. “This is a refresh, not a revolution. That means we’re staying true to our roots, keeping our identity that people know and trust, but with a bold edge that shows the way people enjoy our amazing products every day.”

“A redesign like this is really about getting two things right,” says Miles Marshall, executive creative director for Turner Duckworth. “First, the edit — chipping away at the elements until what’s left are the features that can only be the brand — the truly unmistakable stuff. In this instance, that edit gets us to the iconic blue diamond, which we have redesigned in a way that is both respectful and striking. If you contrast it to what went before, it has so much more confidence.”

Marshall adds: “The second thing to get right is narrative. That’s where the creative work takes off. For Blue Diamond, it’s the idea that the brand is a champion of the almond, the super nut, which is a powerful idea that shapes and supercharges everything: graphics, language, colors — every aspect of the brand’s universe. We’re incredibly proud of the work. We’ve had a great time with Maya and the team creating it, and we’re excited to see how it shows up in culture.”

The company lists some key features of the brand’s refresh:

An evolved logo preserves the brand’s distinctive diamond shape and color, ensuring continuity and recognition with fans. The qualities of the diamond run through design with crisp, clean-cut lettering, signature typeface, radiant detailing and a clarity of composition that heightens the brand’s memory.
A new brand world that walks and talks like a champion: bold, vibrant colorways, heroic typesetting and new language with an unwavering confidence all drive impact on-shelf and across all media.
A richer asset palette brings spectacle and excitement to the world’s greatest snack, infusing it with an energetic radiance, uplifting art direction and limitless creative potential.

The rollout will begin with Snack Almond products and then be phased across product lines starting this fall — eventually including Nut-Thins and Almond Breeze products — with timing varying by category.

What Trade Means for the Future of California Walnuts

Tue, 08 Jul 2025 12:43:33 GMT

Robert Verloop, executive director and CEO of the California Walnut Board (CWB) and the California Walnut Commission (CWC), says things are looking up for walnut growers in the state.

“When I first walked in, people talked about the fact that there were a lot of trees planted in 2016 and 2015 when prices were good,” he says. “There was a promise of an open market to China, which shut down shortly thereafter when they started overproducing their own walnuts. And then there was also the promise of India, and with the change in the government there at that time and putting these tariffs in place, our growers got caught with having too many acres in the ground and the markets not being fully developed.”

Growers currently face a 100% tariff on imports to India, which Verloop hopes will change very soon. The industry has been in a catch-up mode since 2015 and 2016 to expand market access in other countries, he says, adding that the state’s growers export about 65% of its crop, with leading markets in Germany and Turkey.

“We’ll have probably close to 20 markets where we have active programs,” Verloop says. “California walnut handlers and exporters ship to over 50 countries around the world. We have a broad base that we work with, but we’re very interested in some of these key markets — EU (European Union), India and Turkey — that can be the real drivers and foundation builders for our program.”

India is still a relatively small market, Verloop says, but the CWC sees strong potential in the country, which has placed tariffs on U.S. imports since the late 2010s to protect walnut production in Kashmir and then retaliatory tariffs. The U.S. and Chile are the main exporters to India.

Verloop says the economy in India has experienced a major shift. There’s around 350 million to 400 million people in the middle class with more disposable income and changing shopping patterns.

“We see tremendous opportunities there,” he says. “Let’s say this year we’ll ship 15,000 tons. Its potential is up to 120,000 tons. The importers, distributors, they’re all looking forward to the change as well, because they know what it means in consumption. They know what it means in improving health.”

He says while negotiations continue, the CWC is optimistic for some good news soon.

Thanks to the USDA’s Market Access Program, California walnuts have expanded programs into the United Kingdom, Germany, Holland, Spain, Turkey, India, Japan, Korea, Canada and the Middle East, Verloop says. The CWC has also utilized $14 million in the last two years as part of the Regional Agricultural Promotion Program, started by then-Agriculture Secretary Tom Vilsack.

Verloop says the CWC plans trade and consumer programs in these markets; for some, it will be both trade and consumer programs, and in other countries, it will just be to expand trade access.

“We’re looking at markets such as Morocco, Taiwan, Singapore, Malaysia, Indonesia, Vietnam and then potentially some additional investments in India and the EU as well,” he says. “It’s possible that we may also look at Algeria and Egypt in the future.”

He says the CWC matches the Regional Agricultural Promotion Program funds, which helps boost the overall reach of the initiatives.

And aside from global markets, Verloop says increasing demand in the U.S. is also another key priority, which includes engaging with the next generations of walnut consumers. This includes working with distributors to ensure proper handling and marketing, he says.

“We feel that there’s still a tremendous amount of opportunity for growth in consumption in the United States, and so we’re trying to take the walnut out of the baking aisle and make it more relevant to today’s consumers,” he says.

Blue Diamond to Exit Historic Sacramento Facility

Fri, 13 Jun 2025 19:33:56 GMT

Blue Diamond Growers , a grower cooperative that represents nearly 3,000 almond growers in California, said it will wind down and close its midtown Sacramento plant, transferring most of its manufacturing operations to facilities in Turlock and Salida, Calif.

The cooperative cites high costs of running a plant in a historic building as a main driver for the move, according to Kai Bockmann, president and CEO of the organization. The company said this will also move its processing operations in the Central Valley closer to its farmer-owners.

“Our Sacramento team’s work ethic and incredible drive have enabled us to build Blue Diamond into what it is today,” Bockmann said in a news release. “However, the challenges of running a plant from these historical buildings has become too costly and inefficient. Streamlining our manufacturing plants is the right business move to further strengthen our market-leading position and bring increased value to our grower members.”

Blue Diamond said the transition will begin later this year, as 10% of Sacramento plant employees will exit. Then, Blue Diamond will begin a transition in phases during the next 18 to 24 months, with the move impacting about 600 employees.

“This is a significant decision as it affects our valued team members,” Bockmann said. “We couldn’t ask for a better group of people. That’s what makes it so difficult. Even though most employees will not leave this year, we want to be transparent and tell our people as soon as possible. We are committed to putting in the energy, time and resources to help our impacted team members.”

Blue Diamond said it will provide incentives for employees to stay during the transition as well as severance and outplacement services for impacted positions. The company also said it will offer some team members the opportunity to work in other locations.

The company’s headquarters will remain in Sacramento, and Blue Diamond said there will be many opportunities for investors to develop and improve the 50-plus-acre site close to downtown Sacramento.

Has a viral TikTok trend created a global pistachio shortage?

Fri, 23 May 2025 11:44:11 GMT

Last month the Financial Times and other outlets reported that the Dubai chocolate craze has led to an international shortage of pistachios. Created in 2022 by Dubai-based FIX Dessert Chocolatier, the original milk chocolate bar featured pistachio cream, tahini and knafeh pastry.

Following a viral video from a TikTok influencer, global demand for the Dubai chocolate bars has skyrocketed, and it has inspired releases from Dunkin Donuts, Starbucks, Shake Shack and more.

As for the international pistachio shortage? Zachary Fraser, president and CEO of the American Pistachio Growers, a nonprofit trade association that represents about 800 pistachio growers in California, Arizona and New Mexico, said that’s not the entire story.

Alternate-bearing pistachios have on and off years. The crop harvested last fall was in an “off” year, and that was coupled with a viral global social media trend, Fraser said.

“The fact that the popularity of Dubai chocolate hit at a time that the crop year was down is what I call a perfect happy accident,” he said. “It is driving an unprecedented amount of demand for our product, and that, combined with the decades’ worth of research that we’ve done on nutrition and the amount of work that we’ve done to drive great promotion around the globe, you lean into it, and you make sure that you take advantage of all the good things you’ve done to lead up to that point.”

While TikTok trends come and go, Fraser said he doesn’t see that happening with pistachios.

“I don’t see the demand going down,” he said. “The taste of an American-grown pistachio is off the charts. The color is amazing. We’re still discovering new ways that we can use a pistachio.”

Fraser said American Pistachio Growers plans to continue to tout the health benefits of incorporating pistachios into diets.

“Rule No. 1 of marketing is you should never complain when something goes viral,” he said. “And No. 2 is you absolutely bust your tail to make sure that it stays that way, and that’s what our team is doing right now. We’re not looking at it as a year-to-year thing. We’re looking at it as this, this should be a good two-decade run for us if we do it correctly.”

Fraser said he’s seen growing demand globally for pistachios, especially in India.

“India is making pistachios a part of their daily diet,” he said. “That’s 1.4 billion human beings. Let’s say 20% of 1.4 billion human beings — 300 million — are making pistachios a regular part of their daily diet.”

While it’s early and harvest isn’t until fall, Fraser said he expects a good-sized crop this year.

“It’s going to be a crop that hopefully can keep up with the demand,” he said. “Demand is outpacing supply, and I think that will continue to be the case.”

Fraser said his organization plans to capitalize on this momentum built by the Dubai chocolate bars and also tout the sustainable practices of pistachio growers in the country.

“We want consumers to know that the Dubai chocolate that they’re putting in their mouth is not only delicious, but it’s sustainably farmed,” he said.

And with the challenges pistachio growers face with water, regulatory issues and an increase in the cost of farming, the Dubai chocolate pistachio craze is a nice reprieve for the industry as it tackles those challenges.

“It’s just a really fun time to be in the pistachio world right now,” Fraser said. “Let’s celebrate something that’s really powerful, really popular.”

Venus Williams partners with Blue Diamond to drive shoppers to produce aisle

Fri, 16 May 2025 20:48:47 GMT

Blue Diamond Growers, an almond marketer and cooperative of California family farms, has launched a retail partnership program with global tennis champion Venus Williams for its latest line of premium almonds, developed specifically for the produce aisle, according to a news release.

Retailers who join the program will receive custom in-store signage, dedicated displays and access to a national consumer sweepstakes offering a chance to meet Williams, all of which is designed to drive shopper excitement and foot traffic, the company said.

“We’ve seen incredible early momentum as shoppers seek convenient, fresh and better-for-you snack options in the produce section,” said Maya Erwin, vice president of marketing and innovation for Blue Diamond Growers. “Our farmer-owned roots make the produce aisle the natural home for Blue Diamond, and with Venus Williams inspiring consumers to find us there, we’re poised to create major buzz and incremental sales for our retail partners.”

Fresh from California farms, the new premium almond line is crafted for on-the-go snacking, the company said. It’s already rolling out at retailers including Albertson Jewel, Kroger Roundy’s, Giant Eagle, Hy-Vee, Amazon and more.

Blue Diamond Growers said the retail partnership program includes:

In-store displays and POS materials — Signage featuring Williams to capture shopper attention in the produce aisle including displays, dump bins, floor talkers, standees and more.
Tailored shopper marketing support — Custom activations and localized support available to retailers who opt in, designed to maximize visibility and purchase intent.
National consumer sweepstakes — Boost traffic and excitement with a turnkey campaign offering shoppers the chance to win signed merchandise and a meet-and-greet experience with Williams.

Consumer promotions like a sweepstakes program remain a proven tactic for shopper engagement and purchasing behavior, the release said. According to recent research , 81% of consumers are more likely to buy from brands that offer incentives, and 59% are likely to recommend those brands to others.

“This is a strong opportunity for retailers to drive sales, increase shopper loyalty, and bring fresh new energy to the produce section with Venus Williams and Blue Diamond,” said Senior Vice President of North American Sales and East Coast General Manager Brett Libke of Oppy, Blue Diamond’s exclusive sales agent for its produce-centric line.

Program details

The sweepstakes is set to run from May 27 to Sept. 15. Shoppers can purchase Blue Diamond’s new produce-aisle almonds in-store and enter the bar code number from the bag at VenusBDSweeps.com for a chance to win prizes. More information if available from Oppy sales representatives, the release said.

New satirical snacking campaign debuts for Wonderful Pistachios

Mon, 19 May 2025 13:26:07 GMT

Wonderful Pistachios says its newest marketing campaign, “The Don’t Hold Back Snack,” is designed to fuel excitement and drive demand in anticipation of a record-setting California pistachio harvest this fall.

The campaign, which launched May 19, features a simple and cheeky message: Wonderful pistachios is the craveable snack that’s too good to be “good” for you. The effort includes five new advertising spots directed by Harold Einstein.

Wonderful described “The Don’t Hold Back Snack” campaign as a fully-integrated, 360-degree campaign that gives consumers permission to not hold back when it comes to snacking.

“People have been conditioned to think snacking is inherently bad — to feel guilty when snacking,” Michael Perdigao, president of The Wonderful Agency, said in a news release. “The real issue is the abundance of convenient junk food on the market, not the act of snacking itself. That’s what ‘The Don’t Hold Back Snack’ is all about. Snacking doesn’t have to be the enemy, and Wonderful Pistachios is that not-so-guilty pleasure that tastes great while being great for you.”

On-demand media mix to reach audiences on their terms

“The Don’t Hold Back Snack” campaign embraces satire with spots featuring consumers making over-the-top efforts to stop snacking altogether, rather than simply snacking smarter, according to the brand.

Live now, “Cement Hands” features a hungry office worker encasing her hands in cement to stop from snacking, while “Bear Hug” shows a library visitor who enlists a grizzly bear to physically hold him back from snacking. Three additional spots will roll out over the next few weeks across cable outlets, digital streaming platforms and social media.

As consumer behaviors shift toward personalized, content-driven experiences, Wonderful Pistachios says it will also advertise on celebrity-hosted podcasts to engage listeners through trusted voices to highlight the snack’s benefits. Featured podcasts include “The Late Show Pod Show with Stephen Colbert,” “The Lonely Island and Seth Meyers Podcast,” “Conan O’Brien Needs a Friend,” “Dear Chelsea” and “The Bald and Beautiful.” Sports-focused podcasts include “Pardon the Interruption” and “4th&1 Podcast with Cam Newton.”

“Whether fitness, food or lifestyle podcasts, pistachio messaging fits seamlessly into relatable content that aligns with consumer interests at every intersection,” said Diana Salsa, vice president of marketing at Wonderful Pistachios. “Additionally, the on-demand nature of this campaign allows us to reach audiences on their own terms — whether during commutes, workouts or leisure time — maximizing exposure and impact.”

Campaign includes expansive out-of-home components

The campaign will also include a nine-market out-of-home blitz with the aim to enhance awareness of Wonderful Pistachios as a healthy and convenient snack that makes every day feel like a cheat day, the brand said. Launching June 2, the out-of-home portion of the campaign will span nine major U.S. markets: Baltimore, Boston, Charlotte, Dallas-Fort Worth, Miami-Fort Lauderdale, Minneapolis-St. Paul, New York City, Philadelphia and Washington, D.C.

Planned highlights of the out-of-home activations include:

Over-the-top transit “station dominations” with branded turnstiles, staircases, boarding platforms and more at high-traffic commuter stops like North Station in Boston, Columbus Circle in New York City and Metro Center in Washington, D.C.
3D anamorphic billboards in New York City and Philadelphia that create the illusion that the ads extend into the real world.
More than 60 large billboards across all nine markets to keep Wonderful Pistachios top-of-mind for commuters and drivers.
Vibrant transit wraps on trolleys in Miami and buses in Philadelphia and Washington, D.C.

“The Don’t Hold Back Snack” campaign will also make its way into grocery retailers with POS displays. These displays will aim to capture consumer attention at the moment of purchase, boosting visibility and driving impulse buys. Retailers using POS displays report up to twice the sales velocity compared to those without, making it a key merchandising tactic as the pistachio industry prepares for a potential record-breaking harvest this fall, Wonderful said.

California pistachio industry prepares for huge harvest

Global demand for California pistachios is not holding back, Wonderful said, adding that demand has more than doubled over the past 10 years, with pistachio acreage growing by 6% to 10% annually. The upcoming fall 2025 harvest in California is expected to set a record, with yields potentially reaching 1.6 billion pounds, it added.

Pistachio trees follow an alternate-bearing cycle, producing strong yields one year and lighter yields the next. Even in off-years, Wonderful Pistachios is well prepared, the brand said, having invested more than $1 billion in its operations and capacity to ensure a year-round supply for the industry.

“People are just starting to see the tip of the iceberg when it comes to the versatility of pistachios, and they’re not holding back — they’re documenting and sharing it like never before,” Salsa said. “From pistachio lattes to Dubai chocolate and even perfumes, pistachios add a pop of bright green that other snack nuts can’t match — and it’s making for a seriously Insta-worthy campaign.”

Getting to zero waste with California dates

Wed, 30 Apr 2025 18:25:35 GMT

Organic California date brand Joolies and the farms behind it have dedicated themselves to preventing food waste. They do this with creative strategies for sustainability and using all of their date harvest.

“When you see the amount of waste, you want to do something about that,” Amanda Sains-Harris, vice president of marketing at Joolies, told The Packer of American food system. Joolies, the Kohl Family Farm behind the brand, and “sister organization” Desert Valley Date all have ways they tackle this issue.

Getting to 100% harvest utilization

Joolies, the date brand, focuses on driving demand for fresh dates. Noting that dates are not as colorful as most fresh produce and packaging was traditionally drab or clear plastic, Sains said when Joolies launched, the goal was to do something different.

“We wanted to create a brand and use a brand color that, when people see it, they say ‘Oh! That’s Joolies!’” she said. “We made the packaging look like something that people want to share with their friends, whether it’s online or at home or in their kitchens.”

When Joolies launched, the goal was to have eye-catching packaging that stood out from other dates.

(Graphic courtesy of Joolies)

For those less-than-photogenic fresh dates, Joolies also created the “Ugglies” line. “Not every date is up to spec, but they’re still delicious and still usable,” Sains said.

Both Joolies and sister organization Desert Valley Date — which grows and processes dates and uses all of its crop — pursue the goal of 100% harvest utilization through producing and using date ingredients. Joolies offers its Date Pops, made with date paste, while Desert Valley Date supplies date manufactured ingredients including date paste, chopped dates, date rolls and other items.

“They realized, because of the great benefits of dates, and because of the rise of health food, that there’s ways to utilize things like date paste,” Sains said.

Getting to 100% harvest utilization took time for Desert Valley Date. Sains explained that the farm started in 1985, but by 1990, the company realized the need to process its dates to better utilize the crop. It built a facility that allowed for sorting, grading, storing and processing millions of pounds of both medjool and deglet dates annually. Those efforts have even helped smaller California date growers better utilize their harvests as well, according to Sains.

“Other growers go to Desert Valley Date to find a home for the excess dates and low grade dates where they can be processed as ingredients,” she said.

Being sustainable and reducing waste in other areas

All three groups have their own ways of improving sustainability and reducing waste. Joolies’ packaging, for example, started off as recyclable boxes.

“Now we’re in a resealable, stand up pouch made from post consumer recycled plastic,” Sains said. “Even though we can’t be in our paper boxes anymore, we still try to make the most environmentally conscious decisions on our packaging.”

Desert Valley Date use solar power to offset its energy needs. The farms also utilize the old fronds at the end of harvest season, grinding them and using them to cover the soil in the orchards.

“It’s similar concept to mulch or compost where you’re taking the nutrients from the plant and the leftover fruit, if any, and putting that carbon and nutrients back into the soil,” Sains explained.

Even the date pits have a home. Sains said the pits processed at Desert Valley Date get sold to a nearby cattle operation to be incorporated into the feed. Though she added that there have been inquiries about using the fiber- and fat-rich pits for things like alternative teas or beverages.

“I think with this rise in date awareness, and also upcycling, we’re starting to see a demand in that,” Sains said.

Sains stressed the importance of looking outside the box for opportunities to reduce waste and increase harvest utilization. She recommended growers look for ways their produce could be used as a raw material for other products, much as dates are often seen as sweeteners and binders in energy bars.

“I think the world is looking for better ingredients all around, and if you can figure out a way that your fruit or vegetable can be included as an ingredient, then start creating those partnerships. Or, if it’s already available as an ingredient, create partnerships with other small companies that are trying to do the right thing.”

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Natural Delights shows record date sales this Ramadan

Fri, 25 Apr 2025 21:01:18 GMT

Following a proactive merchandising push ahead of Ramadan, Natural Delights says this year’s successful sales season for medjool dates showcases the impact of culturally relevant marketing and well-executed themed retail displays.

According to Circana data through March 23 — which captures the peak Ramadan shopping window — total category sales reached $21.8 million, a 32% increase year-over-year, the brand said in a news release. Volume also rose by 29%, totaling 3.53 million pounds. Compared to non-Ramadan weeks, the category experienced a 56% lift in sales and a 65% lift in volume. Natural Delights said it outperformed the category with a 75% lift in sales and a 93% lift in volume, nearly doubling its usual weekly movement.

According to the release, market share gains reflect this momentum, with the brand increasing its typical 41% share to 48% during Ramadan — a 7-point increase. Household penetration for the date category also grew to 11.2%, a 1.6-point increase from the previous year, indicating broader consumer engagement. Notably, Asian households were a key driver of this category growth, with penetration reaching 17.9%, which is 6.7 points higher than the U.S. average, Natural Delights said.

Retailer performance further validated the season’s strength, the brand said. One major retailer sold 70,000 pounds of dates in a single day, and Natural Delights moved 5.2 million pounds globally during the Ramadan season — representing 13% of its annual volume in just one month, the release said.

Marketing and public relations efforts took center stage, sparking buzz and shopper engagement, the brand said. Natural Delights said its Ramadan media mailer brought in over 15.5 million organic impressions and sparked 20 prominent influencer posts. Ramadan, in conjunction with Medjool Date Day and National Nutrition Month, earned the brand a whopping 523 earned social media posts and over 203 million impressions, the release said.

“Thoughtful merchandising and authentic connection with shoppers is proving to be an effective strategy, given this year’s sales results,” said David Baxter, vice president of sales and marketing for Natural Delights. “Ramadan is a time of deep tradition and community, and our goal is to honor that while helping retailers meet growing demand.”

With festive merchandising ideas, bulk boxes, pallet display opportunities and partnerships with Muslim creators and other brands like California Walnuts, Natural Delights said it is dedicated to enhancing the Ramadan shopping experience for both retailers and consumers.

New salesman at Meridian Growers

Wed, 09 Apr 2025 16:32:57 GMT

Meridian Growers — grower, processor, shipper and marketer of California and Arizona almonds, pistachios and pecans — announced April 8 that DJ Ellsworth has joined the team as a sales representative.

Ellsworth brings over seven years of experience in the tree nut industry, beginning his career as a crop adviser with Ultra Gro. Most recently, he worked as an almond trader with Olam Farming. He will manage Meridian Growers’ almond pool and handle sales for both pistachios and almonds.

“I am honored to be working and learning alongside some of the brightest minds and best advocates in the pistachio industry. With excellent growers and a masterpiece of a processing plant, I am looking forward to the many seasons ahead of relentlessly pursuing the best price possible for our growers,” Ellsworth said in a news release.

Given his extensive background, the company said it is confident Ellsworth will be a valuable asset to its team, and it looks forward to his future at Meridian.

“Bringing DJ on has been a great addition to our team. His past experiences have made it a smooth transition to Meridian. I look forward to our partners, customers and industry colleagues working together with DJ,” said Tyler Zion, Meridian’s director of sales.

Industry leaders react to latest tariffs

Fri, 04 Apr 2025 13:00:03 GMT

Following President Donald Trump’s announcement of 10% tariffs on imports from more than 50 countries , produce industry organizations pointed to the importance that exports to Canada and Mexico were not impacted due to the U.S.-Mexico-Canada Agreement.

International Fresh Produce Association CEO Cathy Burns expressed appreciation for the administration’s continued trade of fresh fruits and vegetables under the USMCA. Burns said fresh fruits, vegetables and florals are highly traded commodities in North America.

“Reducing trade barriers ensures that consumers continue to have access to fresh, affordable produce and floral products while supporting the growers and businesses that sustain the industry,” she said. “However, IFPA remains concerned about the broader application of tariffs on global trading partners and the resulting disruptions to supply chains, market stability and food prices worldwide. The global trade of fresh produce is essential to the health and well-being of people in every nation.”

Burns said while targeted use of tariffs can address inequalities between trading partners, broad application can disrupt markets, raise costs and place unnecessary strain on growers and producers.

“Fresh produce trade is uniquely complex, shaped by seasonal and regional factors that require a well-functioning market for year-round availability,” she said. “Once businesses lose market share, reclaiming it is difficult — if not impossible — dealing a lasting blow to an industry vital to food security and economic stability.”

Burns said IFPA looks forward to working with the administration for long-term solutions that benefit the fresh produce industry, including equitable trade agreements, regulatory reform and policies that promote a stable agricultural workforce.

Jim Bair, president and CEO of the U.S. Apple Association (USApple), said the U.S. apple industry’s top export markets of Mexico, Canada, Taiwan Vietnam and India, which have been impacted by the tariffs, combined to purchase $756 million in U.S. apples in 2024.

“We support holding trading partners accountable. Countries that would be ideal markets for U.S. apples shut us out due to non-tariff trade barriers,” Bair said. “That’s why USApple strongly supported the United States-Mexico-Canada Agreement, which is working well, and those countries remain our largest export destinations.”

The association, which represents more than 26,000 apple growers and more than 3,700 apple-related companies, recently held its Capitol Hill Day where members conducted than 100 meetings with House and Senate offices to stress the importance of trade for the U.S. apple industry.

“As we painfully experienced with India in the past, U.S. tariffs can trigger retaliatory measures that restrict access to key export markets and harm apple growers across the country,” Bair said. “It’s critical for the health of the entire U.S. apple industry to maintain strong, stable trade relationships with all of our current and potential export partners.”

Rick Kushmanm manager of media relations and global communications for the Almond Board of California said the organization will closely monitor the Trump administration’s announcement to understand the implications of the tariffs imposed.

“Like many, we need to evaluate the complete list of markets and relevant tariffs to determine the impact on imported materials,” he said, “California almonds are shipped to more than 100 destinations. Maintaining a diverse export program is essential. We will continue to work with our trade partners around the globe to determine what actions may be taken in our export markets.”

Wonderful Pistachios unveils trendy dill pickle flavor

Tue, 01 Apr 2025 12:35:57 GMT

Wonderful Pistachios says it is tickling taste buds with the launch of its trendiest snack-time flavor, Dill Pickle.

This addition to the award-winning No Shells flavor lineup is available in a 2.25-ounce bag size in the U.S. and offers a balance of tangy and savory, catering to consumers seeking adventurous snacking experiences, according to a news release. No Shells Dill Pickle is available now for purchase online in an eight-pack or individually in convenience stores nationwide.

The trending Dill Pickle flavor performs exceptionally well in the convenience channel, and No Shells Dill Pickle appeals to both pistachio enthusiasts and fans of pickle-inspired snacks, says Wonderful Pistachios. According to Pinterest’s 2025 trend report , “pickles” are a top trend this year, so the brand found it unsurprising that No Shells Dill Pickle ranked alongside its top-performing flavors in consumer taste tests, reinforcing its broad appeal and ability to drive new shoppers to the snack nut category.

“It might be April Fool’s, but this is no joke. We’re excited for Dill Pickle to push the flavor boundaries of what people expect healthy snacks to taste like in 2025,” said Diana Salsa, vice president of marketing for Wonderful Pistachios. “With No Shells Dill Pickle pistachios, consumers no longer have to choose between flavors and fun or nutritious and healthy, because they can have it all.”

For those in a snacking pickle, Wonderful Pistachios says No Shells Dill Pickle is “dill-icious” and offers 6 grams of protein and 3 grams of fiber per serving. Whether at work, on the road or in need of a quick and flavorful snack, No Shells Dill Pickle brings a crave-worthy taste inspired by pickles to a crunchy, smart-snacking experience, the release said.

Wonderful Pistachios says its No Shells product line has helped the brand triple in growth since its first debut in 2019, with new flavors driving incremental sales. The new Dill Pickle variety joins No Shells products including Roasted and Salted, Lightly Salted, Unsalted, Jalapeño Lime, Chili Roasted, Sea Salt and Vinegar, Sea Salt and Pepper, Honey Roasted, and Smoky Barbecue.

California Walnut Commission seeks to expand market opportunities

Mon, 31 Mar 2025 18:40:30 GMT

The California Walnut Commission says it has secured USDA funding to support the expansion of market opportunities and the growing demand for California walnuts worldwide.

The USDA has awarded the commmission $3.6 million through the 2025 Market Access Program. In addition, the commission has received $14 million in Regional Agriculture Promotion Program funds, to be used over the next five years.

The combined funds will play a crucial role in its efforts to develop and enhance market opportunities for California walnuts in key international markets, according to a news release. The organization said MAP funding will enable ongoing strategic marketing initiatives and promotional activities aimed at increasing availability and consumer desire for California walnuts, while RAPP funding will further support long-term market development and trade missions, fostering sustainable growth and expanding the reach of California walnuts to new and emerging markets.

The commission said it will focus on markets in Europe, Asia and the Middle East where there is growing demand for healthy and nutritious food products, and through collaboration with international partners, it aims to strengthen its market position and increase the visibility of California walnuts.

“We are thrilled to receive this substantial support from the USDA,” said commission CEO Robert Verloop. “These funds will significantly enhance our ability to promote California walnuts on a global scale, ensuring that consumers around the world can enjoy the high quality and nutritional benefits of our product. We are committed to leveraging this funding to drive demand, open new markets, and support the economic growth of our industry.”

California almond producers continue federal marketing order

Fri, 28 Mar 2025 19:18:04 GMT

Almond producers in California voted in December to continue the federal marketing order program, the USDA says.

Producers approved the continuation with 90.5% support, representing 93.3% of the production volume. For the marketing order to continue, at least two-thirds of producers voting, or producers representing at least two-thirds of the volume, must vote in favor of continuance.

The 10-member Almond Board of California locally administers the marketing order, which authorizes the implementation of research and promotion programs, quality requirements and regulation of the flow of product to market.

Wonderful Pistachios shares 2025 Retailer Display Competition winners

Wed, 26 Mar 2025 18:10:59 GMT

Wonderful Pistachios has named the winning designs in its 2025 Retailer Display Competition , celebrating the creativity and merchandising skills of retailers across the U.S. and Canada in honor of World Pistachio Day.

The competition challenged participants to craft innovative in-store displays that showcased Wonderful Pistachios’ products in visually striking and fun ways, according to a news release.

A panel of judges evaluated 135 entries based on creativity, visual appeal and product variety. The 20 winning entries stood out for their boldness and eye-catching presentation, capturing the spirit of the Wonderful Pistachios brand, the release said. Each of the 20 winners will receive a $500 prize, awarded to the employee who submitted the display.

“Wonderful Pistachios congratulates all winners and participants for their impressive displays and thanks all who took part in making the 2025 Retailer Display Competition a success. The competition was a great way to engage retailers and celebrate World Pistachio Day while highlighting the beloved brand’s signature products,” the company said in the release.

Natural Delights expands sales, marketing team member roles

Wed, 26 Mar 2025 12:12:42 GMT

Natural Delights says it has promoted Natalia Dentoni to senior brand manager, with Shayna Telesmanic, Mauro Santelli and Bridgette Weber taking on expanded roles.

The Yuma, Ariz.-based company says these leadership advancements reflect its focus on strengthening its team and driving growth in key markets.

Natural Delights says Dentoni, who joined the company in 2021 as digital marketing manager, has played a key role in driving its recent marketing success. In her new role, Dentoni will oversee a broad range of consumer-facing content, including email campaigns, social media and the company’s website, the company said. She will also continue to manage retail and shopper marketing on platforms such as Amazon and Instacart, focusing on increasing customer engagement and driving sales.

“Natalia has demonstrated incredible leadership and creativity in managing our marketing program,” David Baxter, vice president of sales and marketing for Natural Delights, said in a news release. “Her ability to adapt and strengthen our brand’s presence has been invaluable. We’re excited to see her continue to elevate our marketing strategy in this expanded role.”

Weber, who began her career with Natural Delights as trade marketing manager, will transition into a full-time business development manager role. Natural Delights said Weber has successfully managed B2B advertising, trade shows and sales support, while also growing the company’s Amazon account and strengthening retail relationships in the Midwest. In her new position, she will focus on supporting retail partners and driving growth in the Southeast region, where she now resides.

Telesmanic, director of international sales, will expand her focus to lead West Coast sales, including the Costco global account. Natural Delights said Telesmanic has traveled to 18 countries over the past three years, representing the company in both established and emerging markets. Her deep understanding of global markets and cultural preferences around dates will be instrumental as she strengthens the company’s presence on the West Coast and with Costco’s international operations, the company said.

Santelli, who has been with Natural Delights for four years leading growth in Canada and the North American foodservice channel, will now oversee the Middle East market. Natural Delights said Santelli’s leadership has been pivotal in driving sales and building strategic partnerships in North America. The company said his experience will be key as it expands into the Middle East, a region with strong demand for high-quality dates.

“These promotions reflect the strength of our team and the exciting opportunities ahead,” Baxter said. “As we continue to grow globally, the leadership and expertise of Bridgette, Shayna and Mauro, alongside our sales team will help us drive positive business results and strengthen our relationships with retail and foodservice partners.”

Almond Board of California nominations sought

Tue, 25 Mar 2025 17:50:41 GMT

The USDA is seeking nominees for seats on the Almond Board of California. Candidate declarations are due by April 1, with the voting period set for April 21 through May 22.

Nominees must be growers or employees of growers or handlers or employees of handlers.

The Almond Board of California administers the marketing order which authorizes quality regulations, research and promotion programs, and regulation of the flow of product to market. The current 10-member board consists of five grower members and five handler members.

Nominees are sought for the following seats:

Two independent growers and their alternates.
Two independent handlers one alternate.
Two cooperative handlers their alternates.

Terms will begin Aug. 1, 2025. One grower member and alternate grower seat and the independent handler seats serve a one-year term. Other members and alternate member seats serve three-year terms, according to a news release.

For nomination information, contact Toni Arellano, Almond Board of California Senior Coordinator of Marketing Order Services, at abcbodelections@almondboard.com or contact USDA marketing specialist Jeremy Sasselli at 559-487-5901 or Jeremy.Sasselli@usda.gov .

California Walnut Board opens governing board nominations

Wed, 05 Mar 2025 13:56:00 GMT

The California Walnut Board is accepting nominations for its governing board, calling on both established growers and handlers and next-generation farmers to help guide the industry’s strategic transformation.

Members and alternates will be elected for a two-year term beginning Sept. 1, 2025, and ending Aug. 31, 2027, according to a news release. The California Walnut Board said walnut growers are eligible to petition the board to have the name of their candidate included on the 2025 nomination ballot.

“Two years ago, the industry created a strategic plan designed to move the industry forward, and while we’ve made significant strides, there is more work to be done,” said Robert Verloop, executive director of the California Walnut Board. “We’re seeking leaders who can think beyond their individual operations to collaborate with us for industry success.”

The California Walnut Board said it will send nomination petitions to growers this month, and growers can propose candidates for the upcoming election. In mid-April, ballots listing the eligible candidates for grower positions will be mailed to all walnut growers in California.

Growers will vote for two members and two alternates to represent their district, as well as one member and one alternate for the statewide position. The nominees who receive the most votes will be presented to the agriculture secretary for appointment consideration.

“We’re looking to attract the next generation of industry leadership ready to roll up their sleeves to positively shape the future,” said Verloop. “Their fresh perspectives and energy can help shape the future and drive positive change as multi-generational family farms evolve.”

The California Walnut Board said elected board members play a critical role in guiding the industry, offering their unique knowledge and expertise and representing the interests of farmers in their regions and statewide, as well as providing oversight and governance functions.

Board members will also help drive the industry’s strategic plan developed in 2023. The California Walnut Board said the plan focuses on six priorities, including product quality; global sales and marketing; innovation; sustainability; goal-oriented research; and revitalizing the board and commission.

For more information, contact Suzanne Wuehler at the California Walnut Board office at (916) 932-7070 or swuehler@walnuts.org.

Wonderful Pistachios unveils No Shells Unsalted on World Pistachio Day

Wed, 26 Feb 2025 13:03:27 GMT

Wonderful Pistachios is shedding the shells and the salt for World Pistachio Day with the launch of No Shells Unsalted in the U.S. and Canada.

Ideal for health-conscious consumers, home chefs and anyone looking to integrate a delicious, sodium-free snack or ingredient into their daily lives, these roasted Wonderful Pistachios No Shells Unsalted will be available online and at retailers nationwide in 6-ounce bags, according to a news release.

According to the “Eating Patterns in America 2023" report from Circana, 36% of adults are actively trying to reduce sodium in their diets. Wonderful Pistachios No Shells Unsalted is not only a tasty and healthy snack, the company says, it also allows consumers to explore innovative ways to use pistachios in cooking, baking or as a creative addition to meal prep.

The Wonderful Company research shows that while snacking between meals remains the primary eating occasion for pistachios, more consumers are using them as an ingredient. In fact, 37% of pistachio consumers now use them as an ingredient — a 7-point year-over-year increase, the release said.

“These pistachios hold the salt, not the flavor,” said Diana Salsa, vice president of marketing for Wonderful Pistachios. “Whether it’s a midday snack or a protein-forward addition to a salad, pasta or charcuterie board, No Shells Unsalted are great for anyone focused on eating better or who prefer their pistachios in their purest form. What better way to celebrate than on World Pistachio Day?”

Wonderful Pistachios No Shells Unsalted rounds out the brand’s low-sodium offerings, giving consumers more choices when it comes to mindful snacking. Wonderful Pistachios’ existing low-sodium options are already some of the most popular among the brand’s offerings, the company said, and No Shells Unsalted is poised to build on this success, meeting the demand for flavorful, convenient and health-conscious snacks.

The launch of No Shells Unsalted will be supported through social media and a 72-count POS display alongside No Shells Lightly Salted, reaching millions of consumers online and in stores across the country, the release said. This new Wonderful Pistachios variety joins a flavorful array of No Shells products, including Roasted and Salted, Lightly Salted, Jalapeño Lime, Chili Roasted, Sea Salt and Vinegar, Sea Salt and Pepper, Honey Roasted and Smoky Barbecue.

Wonderful Pistachios plans retail display competition

Thu, 13 Feb 2025 18:29:29 GMT

Wonderful Pistachios says it will get crackin’ for World Pistachio Day with its 2025 Retailer Display Competition, inviting retailers to showcase their creativity and merchandising skills.

The competition aims to celebrate the art of in-store displays while highlighting Wonderful Pistachios’ array of products in an eye-catching, fun and innovative way, according to a news release.

Retailers will have from Feb. 19-26 to submit their entries. To participate, retailers must complete an entry form on Woobox, accessible via a QR code or directly at woobox.com/7cfgkc . They will need to upload two to three high-quality photos of their Wonderful Pistachios display, ensuring the products and branding are prominently featured. Displays can include creative signage and props but must be free of competing brands and materials, the release said.

The judging panel will evaluate entries based on the following criteria:

50% creativity — How bold and out-of-the-box is the display? Does it embody the Wonderful Pistachios brand spirit?
25% visual appeal — Is the display eye-catching and well-executed?
25% product variety — Does the display showcase a wide variety of Wonderful Pistachios products?

Twenty winners will each receive a $500 prize, the release said. The prizes will be awarded to the employee who submitted the display on behalf of their store. Additionally, all participants will receive a small participation prize as a token of appreciation for their effort and creativity.

This competition is open to retailers across the U.S. and Canada, and all participants must be at least 18 years old. Each retail location is allowed to submit one entry only.

Pistachio grower talks consumer trends

Thu, 30 Jan 2025 19:15:56 GMT

Interest in pistachio as a flavor has grown, with consumer interest in pistachios showing compound annual growth of 8% according to data from Hanford, Calif.-based Nichols Farms.

Web searches for pistachios are up 60% since 2019, but this has not necessarily translated to growing consumption, said third-generation pistachio grower Jeff Nichols, vice president of supply chain and grower relations for Nichols Farms.

Nichols said domestic pistachio consumption has been relatively flat for the past four years. The industry ships about 250 million pounds a year, he said.

“The interesting thing is that in-shell has been declining over the past four years while kernels have been growing 28% on average over the last three years,” Nichols said. “Consumers are adopting more the kernels just because there are a lot more flavors and they’re just a lot more of a portable snack and very tasty.”

Nichols said consumers seek sweet/savory and spicy flavors; that’s why Nichols launched its Spicy-Savory-Sweet product line, which features flavors such as Jalapeño Lime, Garlic and Garden Herbs, and Cocoa Cookie. The company also offers organic pistachios with flavors such as Rosemary and Garlic, Maple Butter, Hot Honey and Habanero Lime.

“We understand that people around the world are trying to eat healthier and more conscious about what they eat, so providing organic line is the best way for us to satisfy those needs,” Nichols said.

Nichols said he’s seen a lot of interest in pistachio butter and paste, which he said is good for the industry, though the cost to use pistachios as a raw ingredient is much higher in almonds so that does challenge the expansion of those types of products.

Nichols said pistachio displays are a great fit for retailers, noting the success of showcasing organic products and vibrant product flavors with eye-catching displays.

“Retailers really like pistachios because the velocity dollar is a lot higher than other valued nuts in general,” he said. “For each purchase and each floor space that pistachios take up the retailers are making more of a margin.”

Can Pistachio Market Demand Keep Up With Supply?

Fri, 25 Oct 2024 19:45:22 GMT

Editor’s note: This is the third report in a three-part series on tree nuts. ( Part 1 — Almonds; Part 2 — Walnuts )

The Nichols family has been growing pistachios in the Central Valley of California for four generations and more than 60 years.

Jared Lorraine, president and CEO of Nichols Farms, said he and the Nichols family — with third-generation James Nichols, vice president of farming, and Jeff Nichols, vice president of supply chain — have seen firsthand the exponential growth in California pistachios. Lorraine estimates the state produces roughly 63% of the world’s supply of pistachios.

Growing pistachio supply

“The total plant acreage across California moved from 271,000 acres back in 2013 to now it’s at 605,000 acres in 2023,” Lorraine said. “So, [that’s] a 123% increase in acreage just over the last 10 years.”

Lorraine said the critical figure within those acres is the total bearing acre — trees in pistachio production. He said the state has experienced a 127% increase in bearing acres from a little more than 200,000 acres in 2013 to 461,000 acres.

“The concerning part in the industry is that there’s another 144,000 acres of nonbearing that will come online in the near future with additional plantings likely to come,” Lorraine said.

And he said the California pistachio industry is concerned about what that means for the total supply produced in the state.

“When you look at it from a pound basis, we’re about 470 million pounds of pistachios supply in the 2013-14 season,” he said. “That number moved up this season to just shy of 1.5 billion pounds, under 216% increase in the actual sellable supply of pistachios out of California just in the last 10 years.”

Lorraine said with all these potential bearing acres coming online in the next few years, the question is will the industry be able to gauge supply and demand — and keep demand in step with supply.

Current pistachio market

Mike Hohmann, executive vice president and chief financial officer at Wonderful Pistachios and Almonds, said pistachio pricing has remained relatively stable among other tree nuts.

However, Lorraine said as more acres begin production, he’s seen a gradual decline in the price of raw pistachios. Pistachio price per pound has dropped from $4.50 or $5 per pound to $3.30 a pound.

“It’s become more competitive for raw in-shell, which really sets the season’s pricing for roasted, salted and for domestic and export,” he said. “That [price reduction] puts a constraint on the business and also impacts the grower’s bottom line.”

Pistachios

(Photo courtesy of Wonderful Pistachios)

Pistachio domestic and export market

Lorraine said about 80% of the pistachios grown in the state are exported. But, for Nichols Farms, the export market is more of a faucet that it can turn off and on as needed — keeping about 70% of the pistachios it grows in the domestic market and exporting only about 30%.

Lorraine said Nichols Farms decided to private-label brand its pistachios for domestic consumption about five years ago.

“The value we bring to the consumers here in the U.S. and the partners that we work with on the private label really sets us apart and has allowed us to really capture a lot of the domestic market,” he said.

At a recent International Nut and Dried Fruit Council’s Congress, Lorraine said the pistachio industry saw a huge boost in China, a 240% increase and surpassed the U.S. in consumption. Lorraine said some of that increase was largely based on price. But American Pistachio Growers, a nonprofit association representing 800 pistachio growers in California, Arizona and New Mexico, has really touted the health benefits in China, he said, and it’s paying off.

“They call it the smiling nut. Some people call it the happy nut because of the in-shell shape,” he said.

Hohmann said Wonderful Pistachios and Almonds has grown its export market for the last 15 years.

“We’ve had a strong presence in Europe, the Middle East and China and will continue to look for opportunities to reach new consumers and expand the pistachio category in those regions,” he said. “In 2024, we will expand our efforts in Mexico and India, driven by rising disposable income and increased health consciousness.”

Lorraine said sales have remained relatively flat, dipping slightly during the global pandemic, but he’s seen a bit of a rebound, now leading the other tree nut and snacking nut categories.

“This year alone, there’s been a 15% increase in distribution of kernels,” he said.

Pistachio market trends

Christine Trageser, senior brand manager for Nichols Farms, said the organic pistachio market continues to grow for retail.

“Consumers want to know where their food comes from,” she said. “It’s been great to see how the sustainability side of it is in line with where consumers want to be.”

Hohmann said consumers also look to pistachios for a healthy snack option — offering protein, fiber and better-for-you saturated fats.

“A combination that may help keep people feeling fuller longer to curb snacking between meals,” he said.

Consumers are also seeing new flavors, and both Nichols Farms and Wonderful Pistachios offer many different flavor combinations to entice consumers to select pistachios as a healthy snack.

“We’ve come up with a full line of organic flavors,” Lorraine said. “We had just done a roasted salted kernel and in-shell for a long time so we’re just launching four unique flavors for the kernel side, and two of those same flavors on the in-shell side and trying to spark some interest.”

Lorraine said Nichols Farms has also transitioned to more shelled pistachios for easy snacking.

“I think consumers are looking for that easability of a quick snacking option,” he said. “It is easier for consumers to consume a kernel than it is for an in-shell.”

Future or pistachio market

Lorraine said he sees pistachio production reaching 2 billion pounds within the next 10 years. However, that’s not without some challenges.

“In the coming years, California’s agriculture industry is going to face water limits under the requirements of the state’s [Sustainable Groundwater Management Act] regulations,” he said. “I see it potentially reaching a 2-billion-pound industry, but I think SGMA is really going to slow that pace down, just [based] off of what the numbers look like.”

The Sustainable Groundwater Management Act was passed in 2014 and requires local agencies to adopt groundwater sustainability plans for high- and medium-priority groundwater basins, and they must meet those sustainability goals within 20 years of implementing the plans.

Lorraine said about 5 million acres of pistachios are irrigated within the San Joaquin Valley. He estimates about 20% of those acres will be taken out of production due to the Sustainable Groundwater Management Act.

Hohmann said another key to the industry’s future is how to market and manage the larger crops.

“On the marketing side, both our short- and long-term goals are to create demand for pistachios through sales and marketing strategies that also grow distribution,” he said. “While innovative marketing is certainly one of the keys to being successful in the pistachio industry, it is also imperative to be an efficient processor with the size and scale needed to handle ever-larger crops.”

Another X factor, Lorraine said, is a newer variety called Golden Hills, which has been the predominant variety going into newer planting in the state. Unlike the kerman pistachio, Golden Hills does not have alternate bearing years and has a more consistent yield. Lorraine said more acres coming into production and a more consistent yield year after year will have a huge impact on the state’s overall pistachio crop size.

“We are going to have some acres pulling out. We’re going to start seeing much higher yields per acre, moving forward,” he said. “So that 2-billion-pound bar will be achievable within the next seven to 10 years.”

Your next read:

• What does the future hold for the almond industry?

• Why it’s a time of transition for walnuts