Pistachio Industry News

Why One California Farmer is Betting Big on Algae for Fertility

Mon, 09 Mar 2026 14:44:35 GMT

Rows of citrus trees stretch across the landscape under the California sun, their canopies forming neat green corridors between irrigation lines and tractor paths. Some trees are newly trimmed, others older and thicker from years of growth. It’s the kind of orchard scene that has long defined agriculture in this part of the state, where permanent crops dominate the landscape and generations of farmers have worked to coax productivity from difficult soils and an increasingly unpredictable water supply.

For fifth-generation farmer Justin Wylie , these groves are more than just another orchard to manage. They represent an opportunity to rethink how soil works on his farm and whether biology — specifically algae — can play a larger role in the future of California agriculture.

Wylie and his family farm roughly 4,000 acres across California’s Central Valley. Some of that land has been in the family for generations, while other acres are leased. Like many farms in the region, the operation produces permanent crops such as pistachios and citrus, commodities that require long-term planning and careful soil management.

“This is a long-term lease with an investment company partner,” Wylie says. “And we just entered into that lease last year. It’s a 15-year lease with a five-year extension.”

One of the ranches he’s currently working to improve came through a recent leasing agreement that gives the family time to invest in the land and experiment with new approaches. That time horizon matters. With permanent crops like oranges, orchard decisions can affect productivity for decades. The trees must be pruned, fertilized and irrigated carefully year after year, and the soil beneath them has to remain functional through increasingly hot and dry growing seasons.

When Wylie’s team first took over the ranch, some improvements were necessary before any new ideas could be tested.

“We were really lucky on this ranch,” Wylie says. “The previous guys, they did let some of the trees get overgrown, so we did have to come in and push a hedge and top and resize those trees.”

While the orchard needed structural work above ground, Wylie says the bigger opportunity lies beneath the surface. The ranch is now part of a broader effort on the farm to transition a portion of the acres toward organic and regenerative systems.

“For the majority of the ranch, as far as fertility, the soils, the condition of the ranch,” he says, “I think the big thing with this ranch is transitioning from a conventional model to an organic regenerative, which is part of our commitment in the lease. It’s part of the model of the lease here — that we transition the ranch from conventional to certified organic and regenerative.”

The transition is happening gradually. Wylie says roughly 25% of the farm’s acres are currently part of that shift, allowing the family to experiment with new soil-building practices without risking the entire operation.

But the push to explore regenerative systems didn’t begin with markets or policy. It started with a deeply personal experience.

A Personal Connection to Soil Health

Wylie says his interest in soil biology and regenerative farming took shape nearly a decade ago, around 2015 or 2016. At the time, his family was dealing with a serious health challenge involving his young son.

The experience pushed him to start researching nutrition, gut health and the human microbiome — topics that would eventually reshape how he thought about farming.

“[My son] was sick as a kid, and so we were doing everything we could to heal him,” Wylie says. “His gut ended up in the hospital a few times with an autism diagnosis.”

Doctors and therapists offered guidance, but the recommendations didn’t sit well with Wylie.

“And then at the time, the doctors and the therapist told us basically, ‘Practice acceptance,’” he says.

Instead, Wylie started searching for more information about gut health and what researchers were learning about the microbiome. Over time, he began seeing parallels between the human digestive system and the biological activity that happens in healthy soils.

“They started figuring out that autistic kids had very weak gut microbiomes,” Wylie says. “And so when you make that connection as a farmer and you start saying, ‘What are all the things I can do at home to not stress that?’”

That question eventually carried over into his work in the field. The farm’s first experiment with regenerative practices was modest.

“We started on 40 acres of pistachios, playing around with it,” he says. “What can we do here growing in a different system?”

At the same time, the regenerative agriculture movement was gaining momentum online, making it easier for farmers to explore new ideas.

“At the time, there were quite a few regenerative agronomists out there releasing podcasts and YouTube videos,” Wylie says. “So the information was there. It was never on my radar before. But once you join that community and industry, it’s pretty interesting.”

Building on What Came Before

Even as Wylie explores new biological tools, he says the farm’s current practices still build heavily on the work done by previous generations.

His father’s generation invested heavily in agronomy research and orchard management strategies, developing systems that helped the farm stay productive in California’s demanding growing environment. From pruning methods to fertilizer programs, many of those lessons still guide how the farm operates today.

Rather than abandoning those systems, Wylie says his goal is to refine them.

“It’s really a tweak,” he says. “In my mind it’s a slight change in the method, not a complete start over.”

The farm continues to rely on the knowledge accumulated through decades of conventional farming, while gradually introducing new practices aimed at improving soil biology.

“We’re just trying to make tweaks to the system that we’re already operating in on the other ranches to see if we can do this a different way,” Wylie says.

One of the biggest challenges in that transition is managing fertility.

California orchards have historically relied on precise fertilizer programs to keep trees productive. But moving toward organic or regenerative inputs can create a different nutrient dynamic, especially during the early years of transition.

Wylie says growers sometimes underestimate how sensitive orchards can be during that shift.

Managing the Transition Carefully

According to Wylie, one of the most common mistakes farmers make when transitioning to regenerative systems is reducing fertilizer too quickly.

He says orchards that have spent decades under conventional management are accustomed to intensive nutrient programs, and abruptly changing that system can cause yields to fall sharply.

On some ranches where regenerative practices have been in place for several years, Wylie says the difference in soil structure is already noticeable.

“There’s other ranches we’ve been farming regenerative for five years,” he says. “You can stick your hand in the soil and get your fingers down right there on the berms next to the trees — it’s chocolate cake.”

But he warns farmers shouldn’t assume that kind of soil health will appear immediately after switching systems.

“Until that day, do not pull back,” Wylie says.

He says the biggest mistake happens when growers assume they can immediately match their old fertility programs using organic inputs.

“That’s the mistake that growers make,” he says. “They think I’m going organic regenerative, I can match dollar for dollar, I can do the same thing I was doing conventionally.”

Instead, Wylie says the transition often produces what he calls a “J-curve.”

“You’re going to see that J-curve,” he says. “I mean, it’s going to tank.”

To avoid that, his farm relies heavily on testing.

“We pull a lot of sap samples, multiple tissues and soils per year,” Wylie says. “Kind of watching our fertility and making sure these trees are fed.”

He says growers must remember trees grown in conventional systems are used to consistent nutrient availability.

“The soil has been farmed a certain way,” he says. “These trees are used to being fed intensively in that conventional system.”

And organic fertilizers don’t always behave the same way.

“The organic fertilizers just don’t work as well,” Wylie says. “So you have to be careful.”

Introducing Algae Into the System

As Wylie searched for ways to accelerate soil improvement, one newer tool caught his attention: microalgae.

The technology comes from soil health company MyLand, which produces living algae on farms and distributes it through irrigation systems.

“We’re probably in our fourth or fifth season,” Wylie says.

The idea behind the system is relatively simple. Rather than applying microbes directly to the soil, the system produces algae that help stimulate microbial activity already present in the soil ecosystem.

Jeff Tuel says the technology centers around specialized tanks designed to grow algae on the farm itself.

“We call these APVs, algae producing vessels,” Tuel says. “And essentially, the sole purpose is to grow algae here.”

Water from the farm is stored inside the vessels, where conditions are controlled to encourage rapid algae growth.

“So for all intents and purposes, this is kind of like the algae producing container,” Tuel says.

From there, the algae are delivered through irrigation systems already used on the farm.

“And we try to keep that holding tank to a level where if the irrigator is irrigating a 12-hour set, 24, 36,” Tuel says. “Our main objective is for them to never run dry of algae.”

Production is adjusted to match the grower’s irrigation schedule.

“We harvest according to the grower’s irrigation schedule,” he says.

Another important step happens before the system is even installed. MyLand scientists collect algae samples from the farm itself, identifying native strains that are already adapted to the environment.

“The reason native is important is because it’s used to the pH, it’s used to the droughts, the floods, everything Mother Nature’s thrown at it,” Tuel says.

Because those organisms already exist in the local ecosystem, they are more likely to survive once applied to the soil.

“Its odds of surviving and actually making an impact in that ecosystem are far greater,” he says.

Microalgae also sits at the base of the soil’s microbial food web.

“Microalgae is actually the base of the microbial food chain,” Tuel says. “All the bugs and beneficials in the soil are feeding off of it.”

Rather than introducing microbes, the strategy is to stimulate the microbes already present.

“I like to say instead of a bug-and-a-jug approach, we are ringing the dinner bell for the microbes,” Tuel says. “It’s kind of an all-you-can-eat buffet for microbes to get them moving and active.”

Tackling Difficult Soils

For Wylie, improving soil biology could help solve one of the Central Valley’s most persistent challenges: poor soil structure.

Many orchard soils in the region contain very low levels of organic matter, which limits their ability to hold water and maintain structure through the growing season.

“We have about 0.5% soil organic matter,” Wylie says. “Our water holding capacity is very low.”

That lack of organic matter can cause irrigation problems later in the summer.

“A lot of times these soils as we’re irrigating during the season will lock up,” he says.

Early in the season, irrigation water infiltrates the soil fairly easily.

“You start with very good water infiltration in April, May, June,” Wylie says.

But conditions change as the summer progresses.

“By the time you get to July, August, when you really need it, it’s very difficult to push water down in the soil,” he says.

For farmers trying to manage water carefully in California’s dry climate, that creates a major challenge.

“These soils are not very functional for us as farmers,” Wylie says.

Tuel says stimulating microbial activity can gradually improve those conditions.

“When you get those microbes to start moving and firing, you’re going to start to build soil aggregate,” he says.

Better aggregation can help water move through the soil while also improving nutrient availability.

“If it’s a high-salt ground, we can start to leach out some of those salts,” Tuel says.

Algae may also influence soil chemistry.

“Algae is also going to help regulate the pH in the soil so we can start to free up some locked-up nutrients,” he says.

Thinking Long-Term

While installing an on-farm algae system requires investment, Wylie says he sees it as part of a long-term strategy for improving soil performance.

“In a biological system like MyLand, it’s about the same cost as a soil amendment program out here, depending on how much acreage you’re using,” Wylie says.

The difference is the system focuses on building biological activity rather than simply adding nutrients.

“But it’s a long-term solution,” he says. “It’s not going to work overnight.”

Instead, the goal is to strengthen the soil’s microbiome so it can better buffer environmental stresses.

“It’s actually creating a buffer by just supercharging the microbiome that’s in the soil,” Wylie says.

That biological activity may help address several common soil issues in California orchards.

“Everything feeds on it,” he says. “It’s overcoming high salt, high chlorides.”

Even trace mineral challenges may improve over time.

“In some cases in California, we have very high boron in some areas,” Wylie says.

He believes increased biological activity may help mitigate those problems faster than traditional soil-building methods alone.

“Microalgae being put into the system can actually overcome those salts that might take 10 or 15 years of compost and cover crops,” he says. “You can accomplish in a few years by using MyLand.”

The Pressure on California Farmers

The search for new tools is happening at a time when farming in California is becoming increasingly expensive.

Data from USDA shows the state continues to rank as the most expensive place in the country to grow crops, driven by high labor, energy and input costs.

Those economic pressures are compounded by growing regulatory expectations.

Wylie believes California farmers are already facing some of the strictest scrutiny in global agriculture.

“I think the state’s already looking at it very closely,” he says. “I think they’re going to put more pressure on farmers in California.”

Compared with other agricultural regions, he says California producers are operating under unique constraints.

“Other than the European Union, there is no one in the world that’s under as much pressure as a California farmer to change the way we do things,” Wylie says.

Because of that, he believes farmers must take the lead in finding workable solutions.

“We need to figure this out,” he says. “And I want to figure it out before the government gets involved and tries to tell me how to do it.”

Government incentive programs exist, but Wylie believes the real challenge is making soil health practices economically viable.

“They can offer me some incentives,” he says. “We have healthy soils out here. They give you a little compost and cover crop seed.”

Ultimately, though, growers need systems that work on their own.

“We need to figure this out and we need to make it economical and profitable before the state comes in,” Wylie says.

Because once regulations remove certain tools, farmers may have little room to adapt.

“Now you’re forced to figure it out with your back against the wall,” he says. “We don’t want that.”

For Wylie, the answer may lie beneath the soil surface where billions of microbes, fueled by algae, could quietly reshape how California farms grow their crops. And by doing so now, Wylie hopes he’s able to find ways to continue to grow productive crops in California, despite increased regulations.

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.

Wegmans Recalls Mixed Nut Pack

Mon, 08 Dec 2025 19:44:19 GMT

The Food and Drug Administration says Mellace Family Brands California, headquartered in Warren, Ohio, has issued a recall for Wegmans Deluxe Mixed Nuts Unsalted 34-ounce tubs and Wegmans Deluxe Mixed Nuts Unsalted 11.5-ounce bags due to a potential contamination with Salmonella.

The product contains cashews, almonds, pecans and pistachios.

Routine testing by a supplier found one lot of raw pistachios to be positive for Salmonella. A recall was initiated after determining these pistachios had been further used in the production of the Deluxe Mixed Nuts products.

The affected products were sold at Wegmans stores in Connecticut, Delaware, Maryland, Massachusetts, North Carolina, New Jersey, New York, Pennsylvania, Virginia and Washington, D.C., between Nov. 3 and Dec. 1.

The information for the recalled nuts is:

Wegmans Deluxe Mixed Nuts Unsalted 34 ounce (964 grams)

packaged in a plastic tub
UPC 077890421314
Lot code: 58041 BEST BY: JUL 28, 2026

Wegmans Deluxe Mixed Nuts Unsalted 11.5 ounce (326 grams)

packaged in a plastic bag
UPC 077890421352
Lot code: 58171 BEST BY: AUG 10, 2026

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.

Rob Yraceburu to Chair Western Growers’ Board of Directors

Wed, 12 Nov 2025 17:34:20 GMT

Western Growers announced Nov. 10 that its membership of family farmers and growers elected Rob Yraceburu, president of Wonderful Orchards at The Wonderful Company, to serve as chair of the Western Growers board of directors for a two-year term. Yraceburu was first elected to the board in 2016 and has served as vice chair since 2023.

Yraceburu’s long relationship with the organization, which represents two-thirds of America’s fresh produce, spans more than two decades going back to his many years as a senior banker at Wells Fargo focused on the agriculture industry and, more recently, more than a decade at The Wonderful Company as a grower.

“Agriculture is America’s single most important product, and the world counts on our success, which is why the work of Western Growers will always be critically important,” Yraceburu says.

“When growers stand shoulder to shoulder, we are the most powerful voice there is and, today, our collective voice has never mattered more. My commitment as chair will be to champion the tremendous momentum we have and support our talented leadership and staff in ensuring the agriculture business stays strong for the nation. As Western Growers approaches its 100^th anniversary, it’s an honor to serve as chair and as the custodian of this work.”

Yraceburu’s roots in California’s Central Valley run deep. He was born and raised working on his family’s small farm growing almonds and producing raisins. His 40-year career at the intersection of finance and farming began at Wells Fargo, rising to executive vice president and head of the national food and agribusiness division. During that time, he partnered with Stewart Resnick to finance many of the acquisitions that shaped The Wonderful Company — from early pistachio and almond acreage to FIJI Water, JUSTIN Vineyards, and Wonderful Citrus operations.

That deep history and his aspirations to return to farming led to Yraceburu joining Wonderful in 2015 as president of Wonderful Orchards, where today he oversees nearly 160,000 acres from Bakersfield to Madera County, and from the Sierra Foothills to Paso Robles. With more than 100,000 acres planted, Wonderful is the world’s largest grower of pistachios and pomegranates and one of the largest growers of almonds and wine grapes. At peak harvest, Yraceburu leads a workforce of more than 5,000 people.

In his role, Yraceburu also oversees Wonderful Bees, one of the largest beekeeping operations in the U.S. with more than 62,000 hives; Wonderful Nurseries, which specializes in the production of almond and proprietary pistachio trees; and Wonderful Laboratories, which provides agricultural analyses and supports growers across the industry.

“Our industry is facing formidable challenges but also an interesting set of potential opportunities flowing from our national dialogue around food and nutrition,” says Western Growers president and CEO Dave Puglia. “Rob is a thoughtful and focused leader in our industry, and we are fortunate that he has committed himself to lead the Western Growers board of directors for the next two years. I look forward to working even more closely with Rob as he takes the gavel. I also wish to thank Stuart Woolf as he steps down as chair. His term coincided with an unusually active period for our association as well as the larger industry, and Stuart provided exceptional leadership and counsel throughout.”

Outgoing Western Growers chair Stuart Woolf passed the gavel to Yraceburu during the Western Growers 2025 Annual Meeting in San Diego. During the Annual Meeting, Stewart Resnick, The Wonderful Company chairman, president and co-owner, received the Award of Honor, the association’s highest recognition of achievement, for his 50 years of agricultural excellence and community impact.

Besides Yraceburu, the other members of the executive committee of the association are:

Vice Chair Neill Callis, Turlock Fruit Company
Treasurer Don Cameron, Terranova Ranch
Executive Secretary Catherine Fanucchi, Tri-Fanucchi Farms and Puglia
Past Chair Woolf, Woolf Farming and Processing
Member at Large Albert Keck, Hadley Date Gardens
Member at Large J.P. LaBrucherie, LaBrucherie Produce

Star-Powered Produce Shines at IFPA Global Show

Fri, 24 Oct 2025 04:43:13 GMT

ANAHEIM, Calif. — From an early ’90s TV star to a former Marine turned celebrity comedian to famous football players past and present to a social influencer extraordinaire, this year’s International Fresh Produce Association Global Produce and Floral Show featured a number of star-backed produce collaborations designed to increase consumption of fresh fruits and vegetables.

Fresh Express featured its collaboration with Tiffani Thiessen at its International Fresh Produce Association Global Show booth.

(Photo: Jennifer Strailey)

Fresh Express Partners with Tiffani Thiessen

Fresh Express is partnering with cookbook author, mother and actor Tiffani Thiessen of “Saved by the Bell” and “Beverly Hills, 90210” fame to spotlight the nutrition, flavor, freshness and versatility of its salad offerings.

The Packer sat down with Thiessen during the IFPA show to learn more about the collaboration.

“I’ve always loved to cook, [and] we were definitely big Fresh Express fans in our house — my husband and I for many, many years even before children,” Thiessen said. “So, it was kind of a perfect partnership because we were already fans — already using the product. And I think they saw how I could be creative with their product and get kids to eat vegetables by developing really creative recipes that are specific to kids as well.

“I think people see me as someone they’re familiar with. I’m sort of nostalgic because I’ve been in the industry for a long time and grew up with people in their houses with the popular TV shows that I’ve been on,” she added. “I think maybe they see me as someone who’s trustworthy in the food area too, so both sides of my career are kind of perfect for a partnership like this.”

While Thiessen and her family’s favorite Fresh Express salad is the Farmhouse Ranch Chopped Salad Kit, she says the creative possibilities are nearly endless with the company’s full range of salads.

“The thing about their salads is that whether you go with some of their simple lettuces or you go with their mixed salads, you can elevate them in many different ways,” she says.

Thiessen has brought a creative approach to her Fresh Express meal-making from adding a protein to turning the salads into a tostada to making them into a wrap or topping a hot pizza with Caesar salad.

When it comes to getting kids to eat their veggies, Thiessen says don’t forget to make it fun.

“I think it starts with teaching kids good values at a young age and getting them to understand that you don’t have to just have raw carrots. You can make it fun,” she said. “And I think that’s what’s so great about Fresh Express is that there are ways that you can actually make eating vegetables fun, delicious and easy.”

Matty Matheson, Emmy-winning actor/producer of “The Bear” is Mushroom Council’s lead ambassador for its new campaign designed to reach the next-gen mushroom shopper.

(Photo courtesy of Mushroom Council)

Mushroom Council Brings “The Bear” Celeb to IFPA

Mushroom Council has tapped Matty Matheson, chef, restaurateur, cookbook author and Emmy-winning producer and actor on “The Bear,” to serve as its lead mushroom ambassador for its new “It’s Not Magic. It’s Mushrooms.” campaign aimed at cultivating the next generation of mushroom shoppers — namely Gen Z and millennials.

Matheson attended the IFPA Global Show, Oct. 17, where he posed for pictures with fans at the Mushroom Council booth outside and then on the show floor, where he toured mushroom growers’ booths and posed for more pics.

Matty Matheson toured the show floor at IFPA, visiting various mushroom booths.

(Photo courtesy of Mushroom Council)

“We were pleased to have him join us as we revealed campaign details at the IFPA Global Show,” said Cristie Mather, vice president of marketing for Mushroom Council.

The Wonderful Company’s Diana Salsa and Bryan Hansen talked pistachio partnerships and promotions.

(Photo: Jennifer Strailey)

Wonderful Pistachios and Josh Allen Not Holding Back

“Don’t hold back” on healthy snacking was a key message at The Wonderful Company’s booth, where Wonderful Pistachios showcased its latest no-shells variety — Dill Pickle — and its partnership with Buffalo Bills quarterback and pistachio farmer Josh Allen.

“Our ‘Don’t Hold Back Snack’ campaign is a big platform for good-for-you eating, and it will flow through all of our marketing for the foreseeable future,” says Wonderful Pistachio’s Diana Salsa, who adds that the company hasn’t abandoned its “Get Crackin’’’ campaign.

Wonderful Pistachios has partnered with professional football player Josh Allen.

(Photo courtesy of Wonderful Pistachios)

The Wonderful Company says “Don’t Hold Back Snack” includes a national advertising campaign that puts Allen’s NFL stardom center stage. It also follows the launch of the Josh Allen Scholarship and a multilevel marketing campaign.

The Josh Allen Scholarship aims to support first-generation college students in California’s Central Valley, where Allen’s family farm produces pistachios for the Wonderful Pistachios brand.

It’s a great partnership for The Wonderful Company for which “philanthropy is also part of our DNA,” saus Salsa, adding the campaign spotlights an authentic connection of family farming tradition with professional football excellence.

An Avocados From Mexico in-store promotional bin features Rob Riggle.

(Photo courtesy of Avocados From Mexico)

AFM Names Rob Riggle ‘The Guac Guru’

This year Avocados From Mexico has tapped comedic actor Rob Riggle to help deliver the message that football and guac are the ultimate game day duo.

AFM says 84% of professional American football fans say food is as important as the game itself. With this in mind, when fans purchase an Avocados From Mexico-themed bag of avocados featuring the Guac Guru, they’ll be able to scan the QR code, snap a photo of their receipt and receive $1.50 cash back via Venmo or PayPal. The promotion runs from Jan. 19 to Feb. 8. With 81% of fans indicating they’ll watch the Super Bowl at home, AFM says guac is expected to play a key role in game-time entertaining.

“Our big focus this year is football. We are really leaning into football as a platform to drive consumption,” says Stephanie Bazan, senior vice president of commercial strategy and execution.

Bazan says promotions during football season are also perfectly aligned with the Mexican avocado season from October to December.

AFM is not only leaning into professional football but college as well, and it is a sponsor of the ESPN noon halftime show for college football.

“It’s been successful, and consumption did increase as a result,” says Bazan.

AFM is also eyeing snacking to drive avocado sales.

“There’s a huge connection between snacks and avocados in the basket,” Bazan says. “Consumers make 1.6 billion trips down the snack aisle between October and February.”

To engage snack seekers in center store, AFM is running a promotion in the snack aisle that offers $2 off the purchase of four avocados. Supported by in-store signage that allows shoppers to scan a QR code that offers an instant discount, the promotion is set to run Nov. 3 to Jan. 19.

“It’s creating disruption in-store with behavior that already exists,” she says. “It also shows that you can go outside produce and capture more sales.”

Canadian greenhouse grower Del Fresco Pure has partnered with social media influencer Logan Moffitt.

(Photo: Jennifer Strailey)

Cucumber Social Media Sensation

At the Del Fresco Pure booth it was lights, camera, action, as TikTok star Logan Moffitt grabbed his mandoline, began slicing greenhouse-grown cucumbers and shook up one of his signature salads for fans.

While Moffitt doesn’t have professional culinary training, he told The Packer he started meal planning and preparing the nightly dinner for his family at the age of 12.

“I’ve been doing this for a long time,” he said.

Moffitt says the cucumber concept came to him at a time when he was feeling uninspired about his food-focused social posts.

But the social slump didn’t last long. Moffitt’s TikTok take on cukes caught fire, taking him from 3.3 million TikTok followers to 7.2 million followers.

“It took my career to the next level,” said Moffit, adding that his videos make cucumber salad making “more fun and so easy.”

Andre Reed and The Packer’s Christina Herrick take a bit out of apple snacking.

(Photo courtesy of Crunch Time Apple Growers)

Crunch Time Apple Growers’ Hall of Famer

Hall of Famer Andre Reed signed photos and promoted the Crunch Time Apple Growers’ SnapDragon contest at the IFPA Global Show. The contest offers consumers a chance to win a trip to the 2026 Pro Football Hall of Fame enshrinement ceremony and more.

Reed played 16 seasons in the NFL as a wide receiver, mainly with the Buffalo Bills. And of course, SnapDragon, the official apple of the Buffalo Bills, is his snack of choice.

Jessica Wells, executive director of Crunch Time Apple Growers, says the goal is to promote SnapDragon to football fans of other teams as the variety has had a great start to the season.

“It’s our best start to the season yet,” she says. “We’re super grateful to the retailers that have given us a shot.”

Wonderful Pistachios to Expand No Shells Dill Pickle Product Line, Introduce at IFPA Global

Wed, 15 Oct 2025 15:33:29 GMT

Wonderful Pistachios will introduce a new 5.5-ounce bag size of its No Shells Dill Pickle flavor at the IFPA 2025 Global Produce and Floral Show at The Wonderful Company Booth No. 1839, before its official release to supermarkets nationwide in January 2026.

Originally launched earlier this year in 2.25-ounce bags for the convenience channel, No Shells Dill Pickle quickly became a top performer, resonating with snackers who crave bold and adventurous flavors, according to a news release. Its expansion into the supermarket channel ensures more consumers nationwide will be able to enjoy the perfect blend of tangy, savory and satisfying crunch — now in a resealable, larger size.

As one of the standout “nostalgic” flavors driving consumer excitement in 2025, the company says dill pickle taps into a growing trend of craveable, bold snacks. Taste test results placed dill pickle on par with Wonderful Pistachios’ most popular No Shells flavors, demonstrating its wide appeal among both pistachio enthusiasts and pickle lovers alike.

Wonderful Pistachios Brings Back Fan-Favorite Sweet Cinnamon Flavor

Mon, 13 Oct 2025 16:11:58 GMT

Wonderful Pistachios released its fan-favorite No Shells Sweet Cinnamon flavor, available once again for a limited time this holiday season.

Back by popular demand and now available in retailers across the U.S. and on Amazon, No Shells Sweet Cinnamon combines warm, sweet spice with the signature crunch of pistachios for a better-for-you take on a classic holiday indulgence, according to a news release.

“Our holiday gift to consumers is here. Demand for Sweet Cinnamon last year made it clear that this flavor was too popular to hold back,” says Diana Salsa, vice president of marketing for Wonderful Pistachios. “By bringing it back and expanding into new sizes, this premium, limited-edition snack is even more accessible — making it easier to share, gift or keep all to yourself.”

Sweet Cinnamon has relaunched in three convenient, resealable sizes ideal for snacking and holiday entertaining, the company says. Wonderful Pistachios’ original 5.5-ounce bag can double as a pantry staple when sweet cravings strike or as a stocking-stuffer. The new 11-ounce and 22-ounce formats available in Costco and Walmart are ideal for sharing with family and friends or incorporating into holiday baking. With Sweet Cinnamon No Shells, consumers can enjoy a festive and delicious treat without compromising their health.

This year, No Shells Sweet Cinnamon debuted a refined new look, featuring a sleek gold design with a modern twist, striking the perfect balance between festive and premium. A “Limited Edition” message burst has been added to the front of every bag, driving impulse purchases and reminding consumers that this fun, guilt-free flavor will only be available through the end of the year.

Sweet Cinnamon rejoins Wonderful Pistachios’ expanding No Shells lineup of guilt-free sweet snacks, which began with Honey Roasted in 2019 and was recently elevated with the launch of Chocolate Toffee and Chocolate Sea Salt, further cementing Wonderful Pistachios’ commitment to innovation in snacking, the company says.

Wonderful Pistachios, NFL Star Josh Allen Kick Off National Ad Campaign

Mon, 06 Oct 2025 14:39:46 GMT

Wonderful Pistachios unveiled the next chapter of its partnership with Buffalo Bills quarterback and pistachio farmer Josh Allen, debuting a national advertising campaign that puts Allen’s NFL stardom center stage following the launch of the Josh Allen Scholarship.

Set to air through the remainder of the NFL season, the television spots build on Wonderful Pistachios’ comedic “The Don’t Hold Back Snack” campaign that launched earlier this year, but with a football-inspired twist, according to the brand.

The Josh Allen Scholarship and multilevel marketing campaign highlight Allen’s unique role as both a star football player and an official grower of Wonderful Pistachios. His family’s farm in California’s Central Valley, which produces pistachios for the brand, provides authentic connection that blends family farming tradition with professional excellence on the field, the brand says.

“Partnering with Wonderful Pistachios allows me to honor where I come from and give back to the community that shaped me,” Allen said in a news release. “It’s equally about fueling fans and athletes with a great snack and planting seeds of possibility for the next generation in the place where my story began. Wonderful Pistachios isn’t just a brand I represent — it’s a part of who I am now.”

“This campaign goes beyond the traditional celebrity endorsement,” says Michael Perdigao, president of The Wonderful Agency, which produced the campaign. “Josh’s story is one of authenticity and a deep connection to our brand. The commitment to his character in the TV commercials brings our message to life in a significant way that goes above and beyond the bottom line.”

At the heart of the campaign are new 30- and 15-second television commercials by director Harold Einstein. In the satirical spirit of Einstein, the humorous commercials feature Allen in the locker room, reminding his “teammates” that instead of going to outrageous lengths to curb snacking, they should simply reach for Wonderful Pistachios.

In “High Five” and “Taped Up” TV commercials, Buffalo Bills quarterback Josh Allen’s teammate is wrapped in a giant ball of athletic tape to keep him from reaching for unhealthy snacks.

(Photo courtesy of Wonderful Pistachios)

In “Ice Breaker” and “Melt Down,” Allen consults a fellow football player encased in ice after an ice bath to hold back on snacking. In “High Five” and “Taped Up,” Allen’s teammate is wrapped in a giant ball of athletic tape to keep him from reaching for unhealthy snacks.

“Josh showed up ready to work, and I have to admit, I was impressed we managed to squeeze a season’s worth of content into a single day,” says Diana Salsa, vice president of marketing for Wonderful Pistachios. “Turns out, he’s as good at hitting comedic timing as he is at hitting wide receivers.”

“Ice Breaker” debuted Oct. 5 during the nationally televised Buffalo Bills and New England Patriots Sunday Night Football game on NBC. The remaining commercials will roll out across cable outlets, digital streaming platforms and social media during football season. They join five existing “Don’t Hold Back Snack” spots from Einstein that debuted earlier this year, including “Cement Hands,” “Lilliputians,” “Bear Hug,” “Crocodile” and “El Stachio.”

Wonderful Pistachios and Allen recently announced details of a significant philanthropic collaboration — the Josh Allen Scholarship — which supports first-generation students in Allen’s rural, farming hometown of Firebaugh in California’s Central Valley.

“Launching the scholarship with Wonderful makes this campaign especially meaningful because it brings real opportunities to kids who remind me of myself at their age,” Allen says.

Scholarships are open to 12th grade students at Firebaugh High School, who are invited to apply by their school administration. Those accepted will receive guidance with college applications and up to $12,000 in financial support over four years to pursue higher education. This initiative builds on The Wonderful Company’s long-standing commitment to empowering Central Valley youth through education and opportunity.

Complementing the scholarship and TV launch, life-sized standees of Allen are featured in stores nationwide alongside new Josh Allen POS displays and spectaculars, giving fans a chance to stand shoulder-to-shoulder with the star quarterback while stocking up on Wonderful Pistachios. Social media and PR activations will amplify the partnership, including exclusive, behind-the-scenes content from Allen’s commercial shoot and a bloopers reel that will be shared on his own social channels, according to Wonderful Pistachios.

More Pistachio Products Added to Canadian Recall

Thu, 25 Sep 2025 18:18:17 GMT

The Canadian Food Inspection Agency (CFIA) published a food recall notice for additional pistachio products to be added to a multi-province outbreak of Salmonella traced to pistachio products.

The agency says through its ongoing investigation, led by the Public Health Agency of Canada, the organizations have identified additional pistachios and products that used recalled pistachios.

The CFIA added more products recently, which include:

Wonderful Pistachios Launches Josh Allen Scholarship

Wed, 24 Sep 2025 16:55:27 GMT

Wonderful Pistachios, part of The Wonderful Company, announced Sept. 24 the launch of the Josh Allen Scholarship. The scholarship is in partnership with Central Valley native, pistachio farmer, and star Buffalo Bills quarterback Josh Allen. It will support first-generation youth graduating from high school and pursuing higher education in Allen’s hometown of Firebaugh, Calif.

“This program is about more than a scholarship fund, it’s a way to open new doors for the next generation of leaders,” Allen says. “I’m proud to partner with Wonderful in bringing this opportunity to my hometown of Firebaugh.”

Students who are accepted into the program will receive support with college applications and up to $12,000 over four years in college.

“The Josh Allen Scholarship represents the creation of important new opportunities for students and their families in California’s Central Valley,” says Andy Anzaldo, chief operating officer of corporate social responsibility at The Wonderful Company.

“With this new scholarship, we are investing in a community that many of our employees call home, just like Josh Allen,” Anzaldo adds. “With Josh’s partnership, we are ensuring that first-generation students in Firebaugh have the resources they need to successfully navigate the college application process and pursue a college degree with confidence and financial support.”

Eligible 12^thgrade students at Firebaugh High School were contacted in August by their school administration. Nearly 40 eligible seniors were accepted into the scholarship program this year.

The program is part of an expansion of the Wonderful Community Scholarship program, made possible by The Wonderful Company co-owners Lynda and Stewart Resnick and their foundation.

Beyond the Bulk Bin: Innovation and Promotion Elevate Nuts in Retail

Mon, 22 Sep 2025 22:30:05 GMT

Nuts have long been a staple of healthy eating, snacking and holiday baking, but today’s retail strategies are taking them far beyond these staples.

From protein-rich snacks to plant-based recipe inspiration, nut suppliers are working with retailers to feature the category’s versatility and drive sales. Wonderful Pistachios, Blue Diamond and Hammons Black Walnuts weigh in on how they’re leaning into trends and consumer engagement to keep nuts top of mind for shoppers.

Trends Driving Growth

Health and wellness, plant-based eating and convenient snacking remain strong forces fueling the nut category.

Growth in the nut category is being fueled by several key consumer trends, particularly the shift of consumer behavior seeking healthier snack options, at the same time as adventurous new flavors and varieties, says Diana Salsa, vice president of marketing for Wonderful Pistachios.

“Consumers are reaching for nutrient-dense snacks, and Wonderful Pistachios stand out as a smart choice with protein, fiber and unsaturated fats that help support balanced eating,” she says. “Wonderful Pistachios stands out as a good source of protein with 6 grams of protein per serving amidst the growing trend towards purchasing protein-forward snacks.”

At the same time, flavor innovation is driving excitement and new consumers to the category, Salsa adds.

“Recently, Wonderful Pistachios tapped into this demand with a wide variety of bold, savory and trend-inspired options that appeal to diverse taste preferences worldwide, including our Dill Pickle flavored pistachios that launched earlier this year and have instantly become a fan favorite,” she says.

“New flavors have led to incremental growth for Wonderful Pistachios, and with the release of chocolate-covered pistachios in two delicious flavors — Chocolate Sea Salt and Chocolate Toffee — we’re excited to bring new customers to the category,” Salsa adds.

Michael Schaefer, sales and category manager for Blue Diamond, says a key trend is the health aspects of nuts for snacking.

“Consumers are drawn to limited-ingredient options, and with Blue Diamond Almonds, they feel like they’re making a healthy choice without giving up on flavor. It’s a trusted, household name that fits naturally in the produce aisle with products that were grown for it, too, so people feel good about picking them up,” Schaefer says.

Jacob Basecke, executive vice president of Hammons Black Walnuts, says the nut category continues to benefit from strong consumer interest in health and wellness, plant-based protein and better-for-you snacking.

“Black walnuts, in particular, align perfectly with these trends,” Basecke says. “They are the highest-protein nut, rich in antioxidants and completely wild-harvested in the U.S. Consumers are also looking for bold, authentic flavors, and black walnuts deliver a uniquely robust taste that stands out from other nuts.”

The California Walnut Board agrees that a few trends are supporting growth in the nut category.

“Health and wellness continue to be at the forefront of purchase decisions, with whole foods top of mind and 65% of consumers choosing fresh produce for health reasons, according to Circana’s Future of Fresh Produce survey,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “Today’s shoppers are more intentional than ever, scrutinizing labels and seeking foods that are high in protein, rich in fiber and low in sugar. California walnuts are uniquely positioned to meet these needs as the only nut significantly high in plant-based omega-3 ALA (2.5 grams per ounce), plus protein and fiber.”

Plant-forward eating continues to resonate with consumers, and walnuts are a perfect fit because of their unique texture and flavor profile, Verloop says.

“By simply blending walnuts with legumes and spices, they take on a meaty texture that’s delicious and satisfying in tacos, meatballs and more,” he says.

Trends toward convenience and snacking also remain strong, he adds. To meet these desires, the industry is focused on innovation in flavor and packaging. Walnuts are also a simple topping that can be used to add crunch and nutrition to hundreds of foods, making them a convenient way for today’s busy consumers to up the nutrient power on a variety of meals and snacks, Verloop says.

And lastly, Verloop says research conducted by the California Walnut Board and Commission shows that younger consumers seek foods with wellness benefits beyond nutrients; rather, they are looking for foods that make them feel good, and walnuts can be a great food to satisfy this desire.

“This is the backbone of our new ‘feel good’ marketing effort,” Verloop says.

Retail Partnerships

Wonderful Pistachios works with retailers to maximize visibility and sales of nuts through a mix of seasonal, cross-merchandising and dedicated in-store strategies, Salsa says.

“Merchandising is important to Wonderful Pistachios, and we invest heavily in our in-store point-of-sales displays, which are distributed nationwide by our incredible in-house merchandising team,” she says. “Their primary goal is to help stores build larger-than-life displays. On average, retailers that utilize these displays see up to two times higher sales velocities.”

Sales says Wonderful Pistachios are versatile and offer strong cross-merchandising opportunities.

“Since snacking is the primary usage occasion, pairing Wonderful Pistachios with fresh and dried fruit in the produce section is a natural fit,” she says. “Strategic secondary placements also drive incremental sales in snack aisles, near beer and beverage sets, and on end caps to encourage impulse purchases at checkouts. These touch points not only boost trial but also reinforce the versatility of Wonderful Pistachios in recipes or as an on-the-go snack.”

Schaefer says Oppy is focused on helping retailers drive sales with creative secondary displays, using things like Blue Diamond’s shipper units to build big seasonal displays that draw shoppers in.

“On top of that, we’ve got strong merchandising partners in each region who make sure displays are full and looking good,” Schaefer says. “We also listen closely to feedback from produce managers and shoppers, which is a key part of the strategy. And when we tie in promotions with household names like Venus Williams or fun seasonal campaigns, it helps keep the category fresh and relevant for driving sales.”

Basecke says Hammons Black Walnuts partners with retailers to make sure black walnuts are positioned for both seasonal and everyday success.

“During fall and holiday baking, black walnuts perform best when merchandised in the center-store baking aisle as well as in secondary displays or shippers that highlight holiday recipes,” Basecke says. “In produce, retailers are finding opportunities to cross-merchandise nuts alongside fresh fruits and vegetables for salads and healthy eating ideas. We also provide retailers with seasonal recipe content and promotional support to help inspire shoppers.”

Innovations in Products and Packaging

Wonderful Pistachios is continuously innovating across flavors, packaging and formats to ensure pistachios remain a top choice among today’s competitive snacking options, Salsa says.

“We recently introduced Wonderful Pistachios No Shells Chocolate Sea Salt and Chocolate Toffee to our portfolio, marking our entry into the confectionery category and bringing a layer of indulgence to our fan-favorite product lineup while staying true to our commitment to premium quality and innovation,” she says.

Packaging plays a critical role in driving differentiation and visibility on shelf, Salsa says.

“Our iconic black bag for the In-Shell line is instantly recognizable, setting us apart from competitors and signaling familiarity and trust with consumers,” she says. “Meanwhile, our No Shells line leverages bold, vibrant colors to emphasize flavor variety and capture shopper attention. This visually striking design strategy encourages trial and exploration, allowing consumers to discover the full breadth of flavors we offer.”

Blue Diamond has some unique mixes that hit all the flavor profiles, Schaefer says; for those seeking something sweet, it has fruit-and-nut blends. For those who lean savory, options like salted or salt-and-pepper deliver big flavor.

“Blue Diamond also recently unveiled their updated logo vibrant new logo and brand identity to resonate with health-conscious consumers,” Schaefer says. “After extensive consumer research, the refreshed design features bold colors and crisp lines while retaining the iconic Blue Diamond shape, emphasizing almonds as a champion superfood.”

Across the category, Basecke says Hammons Black Walnuts has seen continued growth in savory and seasoned nut flavors.

“For Hammons, innovation has meant taking black walnuts beyond their traditional role as an ingredient and introducing them in snackable formats,” Basecke says. “Earlier this year, we launched our Hike Performance Snacks brand, which features black walnuts as a hero ingredient in trail mixes designed for energy, nutrition and flavor. Looking ahead, we plan to expand into additional healthy snack formats beyond trail mix to broaden the ways consumers enjoy black walnuts.”

Industry Challenges

The nut market is increasingly competitive, and as a result, carving out a unique position is critical, Verloop says.

“For walnuts, our challenge is to get consumers to think of walnuts beyond a baking ingredient, which is why our domestic marketing efforts are focused on positioning walnuts as a versatile, everyday option for snacks, meals and plant-forward dishes,” Verloop says.

Tariffs continue to be a challenge, according to Verloop.

”India, one of the most important growth opportunities, currently imposes a 100% tariff on all walnuts, issued in 2018. Even with that barrier, India is expected to import about 16,000 tons of California walnuts this season, but the opportunity could be far greater if tariffs were reduced,” Verloop says. “In the European Union, it was announced that the first 500,000 MT of the tree nuts (which include walnuts) will be at a zero percent tariff rate, and for additional quantities, tariffs remain at 4% for in-shell and 5.1% for shelled walnuts.”

To stay competitive, Verloop says the California Walnut Board leverages USDA’s Regional Agricultural Promotion Program and Market Access Program to expand opportunities in Asia, Europe and the Middle East.

“Our focus is building both domestic and international demand by showing walnuts are not just a baking ingredient, but a premium, health-forward food that fits today’s lifestyle,” Verloop says.

Nuts Are Breaking Out of the Baking Aisle

Thu, 18 Sep 2025 16:18:54 GMT

Many shoppers associate nuts with holiday baking and pantry staples. Now, suppliers and retailers are working to change that perception by spotlighting nuts as nutrient-dense snacks, plant-based protein sources and versatile additions to any meal.

To understand how the category is evolving, The Packer spoke with five nut suppliers for their input on retail strategies and consumer education.

Part of what makes Wonderful Pistachios so magnetic is that vibrant pop of green, the company says.

(Photo courtesy of Wonderful Pistachios)

Wonderful Pistachios

“Pistachios aren’t just having a moment, they are owning the year,” says Diana Salsa, vice president of marketing for Wonderful Pistachios . “It’s not just a trend and the cornerstone of our business; it’s a full-blown movement. Consumer awareness is a big factor in why pistachios have grown in demand in terms of purchasing behavior: Pistachios are at the intersection of taste and health.”

Part of what makes Wonderful Pistachios so magnetic is that vibrant pop of green, Salsa says.

“It’s naturally eye-catching, which makes it perfect for visually driven platforms like Instagram and TikTok,” she says. “Beyond the aesthetics, pistachios also deliver on flavor, nutrition and versatility, and Wonderful Pistachios dedicates entire advertising campaigns to educating consumers on the health benefits of pistachios. Whether they’re being used in upscale desserts, savory sauces or as a better-for-you snack, pistachios are meeting the moment.”

The brand takes a 360-degree marketing approach to educating consumers on the snacking and nutritional benefits of Wonderful Pistachios.

“This includes a mix of traditional channels, such as television and print advertising, alongside other digital efforts including paid and organic social media campaigns, social media partnerships, podcasts, event sponsorships and enhanced e-commerce and affiliate marketing strategies,” Salsa says. “By reaching consumers across multiple touchpoints, we highlight Wonderful Pistachios as both a delicious and nutritious snack option .”

For retailers, Wonderful Pistachios provides resources to help communicate these benefits in-store and online. POS signage, packaging callouts and promotional materials emphasize Wonderful Pistachios’ health attributes and versatility, resonating especially with health-conscious shoppers, Salsa says. Online, Wonderful Pistachios supports retailers with digital content, recipe inspiration and nutritional education assets that can be integrated into e-commerce platforms or retailer websites.

Blue Diamond’s new visual identity features a refreshed logo, streamlined color palette and updated brand elements that highlight almonds as the champion superfood.

(Image courtesy of Blue Diamond)

Blue Diamond

“We’re fully committed to sharing the health story of almonds year-round,” says Michael Schaefer, sales and category manager for Blue Diamond. “On the packaging, you’ll see clear callouts around protein and heart health, which are really important to today’s snacker — especially with how big the protein trend is right now. And for retailers, we provide point-of-sale materials all year long. Some are evergreen, some are seasonal, but the goal is always the same: making sure consumers see and understand those benefits.

Blue Diamond is also launching into the future with a new logo and brand persona intended to evoke 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.

“We believe that Blue Diamond almonds are the GOAT [Greatest of All Time] of snacks, and our Almond Breeze is the obvious choice in nondairy 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, the design agency that worked with Blue Diamond on the initiative. “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.”

“Because Black Walnuts are wild-harvested, yields can also vary from year to year,” Jacob Basecke says.

(Photo courtesy of Hammons Black Walnuts)

Hammons Black Walnuts

To educate consumers on the nutritional and culinary benefits, as well as providing tools to retailers to communicate this both in-store and online, Jacob Basecke, executive vice president of Hammons Black Walnuts, says the company provides retailers with POS signage, recipe cards and seasonal promotional materials that showcase both the health benefits and culinary uses of black walnuts.

“Online, we support retailers with digital assets, social media content and access to our extensive recipe library,” Basecke says. “We also work with chefs and influencers to highlight black walnuts in recipes and the sustainability story, which helps inspire consumers with new ways to incorporate them into their meals.”

When it comes to challenges shaping the nut market currently, Basecke says the company is seeing rising input costs including labor, materials and supply chain pressures.

“Because black walnuts are wild-harvested, yields can also vary from year to year,” Basecke says. “We address these challenges by focusing on long-term sustainability, working with our grower network of thousands of harvesters across the Midwest, and setting pricing structures that allow us to maintain stability for our retail and ingredient partners. At the same time, we are investing in innovation and consumer education to ensure continued growth and awareness of black walnuts.”

(Photo courtesy of California Walnut Board and California Walnut Commission)

California Walnut Board

“We are on a mission to break out of the baking aisle and be featured in the produce department and snack aisle,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission . “In produce, cross-merchandising is key: Pairing walnuts with other produce items means retailers end up getting a higher basket ring. Research shows 76% of shoppers are more likely to purchase walnuts when displayed alongside fresh fruits and vegetables.”

Verloop says successful merchandising pairs them with complementary produce items, positioning walnuts as a versatile, nutritious staple for meals and snacks.

“Our retail merchandising directors are working individually with retailers to capture sales through creative merchandising and by using category management data to drive walnut sales in the produce department year-round,” Verloop says.

The California Walnut Board continues to see a focus on offering a range of packaging sizes, from grab-and-go packs to larger bags for use in meals and as ingredients, making walnuts easy to enjoy for any eating occasion.

“Walnuts are also moving beyond the baking aisle into snacking and meal solutions,” Verloop says. “Trail mixes, spiced clusters and yogurt-covered varieties give consumers convenient, flavorful ways to enjoy them, while innovations like skinless walnuts, walnut cream, walnut butter and walnut ‘meat’ expand their use in cereals, bars, plant-based sauces and protein-rich dishes.

“Skinless walnuts provide a smoother texture and milder flavor; walnut cream and milk create versatile, plant-based bases; walnut butter adds moisture and binding in snacks and granolas; and walnut ‘meat’ delivers texture, umami and protein for plant-based ground meat alternatives,” Verloop adds.

For retailers, the California Walnut Board offers year-round programs to help merchandise and promote walnuts in the produce department, including customized promotional material that can be used in-store, online and via social media, Verloop says.

“By combining science, approachable messaging, and retail support, the campaign positions California walnuts as a nutritious, versatile, everyday choice for health-conscious, plant-forward and convenience-minded consumers,” Verloop says.

Wild Fox products feature nutrition benefits that the consumer is already looking for.

(Image courtesy of Wild Fox)

Wild Fox Foods

“Nuts like almonds and cashews have long been a part of a healthy diet because they are a convenient, whole food that is naturally low-glycemic and loaded with good fats and fiber,” says Kevin McCray, co-founder of Wild Fox Foods . “Therefore, nuts align with the consumer’s general desire to eat better. The challenge with the nut category is how conventional manufacturers are processing raw nuts to try and make them taste better.”

Many of the most popular roasted nut and trail mix options on the shelves today are roasted in highly processed seed oils, seasoned with highly processed ingredients and paired with inclusions that are packed with refined sugar, McCray says.

“At Wild Fox, we are bringing the bold flavor shoppers are looking for in a snack, but without the problematic ingredients. Our nuts are roasted in avocado oil, our seasonings are made with natural ingredients and none of our products contain refined sugar — even the chocolate and dried fruit in our trail mixes are free of refined sugar and seed oils,” he says.

Consumers are seeking the nutritional benefits of nuts, McCray says.

“Wild Fox products feature nutrition benefits that the consumer is already looking for. Our job is to highlight the relevant nutrition attributes and get the word out that there is a brand in these categories that is listening,” he says. “Our playbook for this is to start with a hyper-disciplined package design focused on the most important nutritional information as clearly and transparently as possible. Additionally, we will have a heavy presence where many consumers go these days for nutrition information — social media.”

As a founder of the popular Kevin’s Natural Foods, McCray says of the new venture: “Although it’s a separate company, myself along with the other co-founders from Kevin’s (Dan and Kelsie Costa) view Wild Fox as a continuation of the mission we started when Kevin’s was born: Empowering even the busiest people to eat clean without sacrificing flavor. The main difference is that now we are focused on the food people eat [in] between meals.

“Some estimates show that a quarter of the calories people consume come from snacks,” he adds. “With this in mind, I feel that by giving people clean on-the-go snack solutions, we can make a significant and positive impact on society that will complement the progress we made at Kevin’s.”

Wonderful Pistachios Introduces Chocolate-Covered Pistachios

Mon, 15 Sep 2025 20:44:38 GMT

Wonderful Pistachios is bringing a layer of indulgence to its fan-favorite snack lineup with the introduction of two products: Chocolate Sea Salt and Chocolate Toffee .

With these launches, Wonderful Pistachios marks its debut in the confectionery category without straying from its commitment to premium quality products and innovation, according to a news release.

Chocolate Sea Salt and Chocolate Toffee pistachios deliver protein with a sweet punch and dark chocolate antioxidant goodness, offering consumers better-for-you ingredients when sweet cravings strike, the company says. Both products feature Wonderful Pistachios’ signature California-grown roasted pistachios, thinly dipped in rich dark chocolate made with 50% cacao, delivering a crave-worthy combination of salty and sweet that offers an indulgent twist on the brand’s award-winning portfolio, the release says.

“Consumers are increasingly looking for snacks that hit the sweet spot, literally and nutritionally,” says Diana Salsa, vice president of marketing for Wonderful Pistachios. “With Chocolate Sea Salt and Chocolate Toffee, we’re giving snackers the best of both worlds: The crisp crunch of pistachios paired with a bite-sized amount of dark chocolate decadence. We’re excited to introduce a treat that delivers indulgence without compromise.”

Designed for those who want to treat themselves while still making mindful choices, the company says this new offering is a smart snack that doesn’t sacrifice flavor. Wonderful Pistachios No Shells Chocolate Sea Salt and Chocolate Toffee will be available in resealable four-ounce bags, launching first at Walmart stores this fall and online at Walmart.com.

Most recently, Wonderful Pistachios has experienced tremendous growth by adding bold and savory varieties to its roster that tap into today’s viral flavor trends, the company says. The launch of Chocolate Sea Salt and Chocolate Toffee marks the first time Wonderful Pistachios is creating an entirely new snacking category for itself. With this first step into chocolate, Wonderful Pistachios is expanding beyond traditional nut snacks and opening a whole new chapter for the brand.

Produce Shines in Good Housekeeping’s 2025 Best Snack Awards

Wed, 18 Jun 2025 21:33:16 GMT

As snacking continues to grow beyond just chips and bars, produce offers better-for-you options that deliver on flavor, health and convenience.

Good Housekeeping’s 2025 Best Snack Awards reflect that shift, honoring snacks that not only taste great but also check the boxes for clean ingredients, functional nutrition and thoughtful packaging.

In the categories of Dips & Spreads, Produce and Nuts & Seeds, fresh-focused brands scored recognition for snacks that are as wholesome as they are innovative. Whether it’s the zesty kick of Yo Quiero’s Grab&Go Hatch Chile Guacamole or the juicy pop of POM Wonderful pomegranate arils, this year’s winners make it easier than ever to snack well.

Good Housekeeping winners are creative, delicious and nutritious options that prioritize the following criteria:

Made with real and recognizable ingredients you can pronounce.
Highlight fiber-filled and protein-rich sources.
Free from trans fat and partially hydrogenated oils.

Yo Quiero’s Grab&Go! Hatch Chile Guacamole was named as “Best Guacamole” under the Dips & Spreads category.

The Good Housekeeping Nutrition Lab taste testers shared that “the convenient plant-based snack was a hit with taste testers, who enjoyed the avocado chunks and refreshing flavor.” The lab added that Grab&Go! Hatch Chile Guacamole is “a great vehicle to help people eat more vegetables too.”

“We’re honored to be recognized by one of the most trusted snacking awards in consumer media,” said Tara Murray, vice president of marketing for Yo Quiero. “This win reflects the hard work our team has put into creating bold, crave-worthy flavors that truly resonate with today’s shoppers.”

POM Wonderful Pomegranate Arils were selected as winners in the Produce category.

(Photo courtesy of POM)

In addition, Wonderful Halos mandarins, Wonderful Pistachios No Shells Dill Pickle, and POM Wonderful Pomegranate Arils were selected as winners in the Produce and Nuts & Seeds categories.

Wonderful Halos won in the Produce category for the first time ever, highlighting Halos as an easy-win snack that is sweet, seedless and easy-to-peel.
Wonderful Pistachios’ newest flavor No Shells Dill Pickle won in the Nuts & Seeds category. This bold new addition taps into the popular pickle flavor trend, offering a tangy twist that appeals to both pistachio lovers and fans of pickle-inspired snacks, the company said.
POM Wonderful’s sweet, tart and conveniently packaged Pomegranate Arils won in the Produce category for the third year in a row.

Other winners in the Produce category were Nature Fresh Sweet Snaps, Driscoll’s Sweetest Batch Blackberries, Earthbound Farm Pure Veggie Tray, Zespri SunGold Kiwifruit, Taylore Farms Mini Chopped Salad Kit – Citrus Crunch, and more.

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.”

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.”

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.

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.

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.

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.”

A look at the Year in Produce 2024

Mon, 30 Dec 2024 13:54:32 GMT

For this year’s annual look back at the stories that made headlines in produce, we challenged The Packer team to select just two stories each that resonated with us both personally and professionally, while also reflecting a broader perspective of where the fresh produce industry is now and where it’s headed.

These reports offer a look at hurricane devastation and recovery; probe the opportunities and challenges of adopting artificial intelligence; examine the psychology behind consumer purchases; dig into the outlook for some key crops; highlight produce-related initiatives; and more.

Each one also includes notes from the team about why the story stands out, as well as a link to the full article for further reading.

With that, here are just some of the stories that made an imprint on our editorial team. We hope you found them memorable as well.

Why they buy: The psychology behind produce purchases

Pictured is Michael Barbera, chief behavioral officer for Clicksuasion Labs and an award-winning consumer psychologist.

(Photo courtesy of Michael Barbera)

Selected by Jill Dutton: This consumer behavior article highlights a fundamental but often overlooked aspect of the produce industry: the psychology behind what drives consumer choices. In a year marked by shifting shopping habits and heightened awareness of health and sustainability, understanding the why behind produce purchases has become more important than ever for retailers. Consumer psychologist Michael Barbera’s insights into sensory triggers, pricing strategies and marketing techniques reveal how these factors intersect with consumer value and decision-making. Read the full story here.

10 produce trends for 2025

Produce trends for 2025

(Illustration: Adobe Stock and Tasha Fabela-Jonas)

Selected by Jill Dutton: Trends were, well, trending this year, and “10 produce trends for 2025” represents more than a list of what’s trending; it encapsulates the shifting priorities of consumers, industry innovation and the role produce plays in everyday life. Whether it’s the continued interest in luxury produce, the practical focus on sustainability or the interest in food as medicine, these trends highlight how the produce industry is evolving to meet the demands of a changing world. Read the full story here.

End of an era: Produce industry ‘legend’ Gary English retires

While Gary English has meant different things to different people — “a gift to the produce industry,” “icon,” “mentor,” “the unofficial ambassador of the produce industry,” “the ultimate professional,” “a true partner” — all who’ve had the pleasure of working with him during the past four decades say he’s a “friend” first.

(Photos courtesy friends and family of Gary English)

Selected by Christina Herrick: I was lucky enough to work with Gary English for close to a year. He was kind, funny and seemed to know almost everyone in the industry. He was hard to miss on the trade show floor, thanks to his height.
After 40-plus years with The Packer, Gary retired at the end of August. I loved this sendoff to this industry legend. Jennifer Strailey said it right when she wrote “Gary English is a rare breed.” Read the full story here.

What does the future hold for the almond industry? / Why it’s a time of transition for walnuts / Can pistachio demand keep pace with growing supply?

Expanded exports are a big focus for the California Walnut Commission in Southeast Asia and Northern Africa, says Robert Verloop, the commission’s executive director and CEO.

(Photo courtesy of the California Walnut Commission)

Selected by Christina Herrick: It was hard to pick one story in my series on the state of the walnut, almond and pistachio industries. In my mind, they’re almost interrelated, as each story tells a different point in time for tree fruit production. Pistachios have been buoyed by strong prices and demand, while almonds, and to a greater extent walnuts, have suffered from oversaturation in the market.
I have to tip my hat to Rolan Fumasi, head of RaboResearch Food & Agribusiness for North America, for his tremendous insights and data, which helped quantify some of the rumblings and grumblings I had heard through industry conversations. Read the full stories: Almonds | Walnuts | Pistachios

Progress touted against avocado-linked deforestation in Mexico

Avocados

(Photo: Andrii, Adobe Stock)

Selected by Tom Karst: U.S. avocado per capita consumption has climbed from 2.1 pounds in 2000 to 8.7 pounds in 2020, and the value of U.S. avocado imports from Mexico from $2.28 billion in 2021 to $3.28 billion in 2024. Total U.S. avocado imports in 2023-24 totaled $3.6 billion.
With Mexico accounting for 91% of U.S. avocados imports, the industry is facing headwinds in expanding avocado production to meet demand. This story describes how the industry is responding to restrict fruit from Mexico from illegal orchards or from deforested areas. Read the full story here.

Blue Cross Blue Shield of Tennessee introduces statewide food-as-medicine initiative with FarmboxRx

A partnership between Blue Cross Blue Shield of Tennessee and FarmboxRx aims to expand access to nutritious foods at a time when Tennesseans, particularly in urban areas, continue to struggle with the affordability and accessibility of healthy meals.

(Photo courtesy of FarmboxRx)

Selected by Tom Karst: The food as medicine movement has been gaining momentum, and produce is a big part of the concept. Healthcare providers and insurance providers are recognizing the potential of nutritional interventions to prevent and manage chronic diseases. Some healthcare systems now prescribe specific dietary plans for conditions like diabetes, heart disease, and metabolic disorders. This story from August talks about the progress FarmboxRx has made with Blue Cross Blue Shield of Tennessee, one of 90 health plans the group is working with. Read the full story here.

Where will artificial intelligence take the produce industry?

Drone

(Photo courtesy of the University of Florida’s Institute of Food and Agricultural Sciences)

Selected by Wayne Hardy: Artificial intelligence’s capacity to reshape operations throughout the fresh produce supply chain can be both fascinating and intimidating.
“Whether it’s autonomous orchard sprayers, software solutions that assess data or sorting machines helping packers and shippers screen for imperfect fruits and vegetables, artificial intelligence is taking hold throughout the fresh produce supply chain,” The Packer’s Christina Herrick writes in this story.
While this technology provides opportunities for efficiencies, obstacles remain when it comes to widescale adoption of AI. In this report, experts offer insights into the present and possible future of AI, or as one describes it, “the fourth agri-revolution.” Read the full story here.

As the fresh produce supply chain pursues sustainability, industry says challenges remain

Stemilt Growers compost farm

(Photo courtesy of Stemilt Growers)

Selected by Wayne Hardy: From the grower to the consumer, sustainability remains a key consideration for the fresh produce industry and allied services. Throughout this year, and previous years, we’ve heard what companies are already doing to meet demand for more sustainable operations and consumer options.
What that journey looks like — and the challenges faced — depends on one’s place along the supply chain. This story features perspectives from a grocer, a grower and packaging companies. Read the full story here.

‘Changed forever’: Western North Carolina farmers remain resilient in Hurricane Helene aftermath

“How the water moves through farmers’ fields will never be the same,” said Sandi Kronick, Happy Dirt CEO and co-founder. “The rivers will need to be rewritten. The routes of water through that area are changed forever.” Shown: A new stream of water runs through TendWell Farm.

(Photo courtesy of Happy Dirt)

Selected by Jennifer Strailey: While farmers living and working at the mercy of Mother Nature is not a new story, in 2024 growers were tested by the frequency and intensity of weather incidents around the globe in profoundly heartbreaking ways. In covering the story of Western North Carolina farmers navigating the devastating aftermath of Hurricane Helene, we were reminded that farmers — who are critical to the sustainability of the planet — are thankfully among the most resilient. Their stories continue to be a source of inspiration for everyone at The Packer. Read the full story here.

Meet the 2024 Produce Retailer of the Year

Sonya Constable is vice president of produce for Sprouts Farmers Market.

(Photo courtesy of Sonya Constable)

Selected by Jennifer Strailey: This story was particularly meaningful because, though The Packer and Produce Market Guide have celebrated women in produce for many years, 2024 was the first year in the nearly 30 years we have run this program that the industry nominated — and in overwhelming numbers — a woman for Produce Retailer of the Year. Sonya Constable, vice president of produce for Sprouts Farmers Market, was our Produce Retailer of the Year and her history-making win was well deserved. Read the full story here.

Wonderful Pistachios unveils Get Crackin’ packaging refresh

Wed, 30 Oct 2024 12:33:07 GMT

Wonderful Pistachios says updates to its bags will begin rolling out in the first quarter of 2025 for No Shells varieties, after beginning with In-Shell products in the first quarter if 2024.

The word “Wonderful” is now larger, and all bags will include a “Get Crackin’” callout that reminds consumers of the joy that comes with eating pistachios, according to a news release.

“Our revitalized packaging puts the brand front and center like never before,” said Diana Salsa, vice president of marketing for Wonderful Pistachios. “The updated packaging not only highlights our commitment to quality and health but also celebrates the unique snacking experience that only Wonderful Pistachios can provide.”

The company said the updated In-Shell packaging design showcases the Wonderful Pistachios brand logo more prominently, while the addition of a new Protein Power logo reinforces the health benefits of pistachios. A new QR code on each bag provides access to more information, helping consumers to stay up to date with Wonderful Pistachios products.

In addition, Wonderful Pistachios said In-Shell No Salt and Lightly Salted varieties are getting a fresh new look to align with the color palette of the No Shells line, providing a cohesive experience for consumers. “No Salt” will now be called “Unsalted” and will incorporate white in the packaging design, while Lightly Salted bags will transition from a pale yellow to a calming blue and match its No Shells counterpart of the same variety.

The packaging design for Wonderful Pistachios No Shells will also be refreshed in 2025. The “Wonderful” logo on the front of No Shells packaging will be featured in black instead of white to stand out better on-shelf. A “Get Crackin’” message will be added to the back of every bag, maintaining consistency with the In-Shell line and reminding consumers that the fun of pistachios doesn’t stop when the shells are gone, the company said.

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:

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Seen and heard at IFPA’s Global Produce and Floral Show 2024 — Part 2

Tue, 22 Oct 2024 12:18:13 GMT

ATLANTA — New products, new campaigns and loads of innovation filled the sprawling expo floor at the 2024 International Fresh Produce Association’s Global Produce and Floral Show, Oct. 17-19, at the Georgia World Congress Center, which celebrated the “Joy of Fresh.”

From left, Pure Flavor’s Julia Shreve and Cortney Walker talk greenhouse-grown melons, tomatoes, seedless peppers and more.

(Photo: Jennifer Strailey)

When it comes to greenhouse-grown produce, key advantages are consistent quality, flavor and year-round supply, says Pure Flavor’s Julia Shreve, who showcased a number of the Leamington, Ontario-based grower’s latest products at the IFPA show, including its new Amōra, a personal-size, juicy melon variety that hails from France.

“It’s a really nice personal melon size that’s easy to scoop and serve with granola, yogurt and more,” said Shreve, who added that serving suggestions are featured on the back of the melon’s label. Amōra melons are shipping now, she said.

Pure Flavor also showcased its super sweet, multicolor seedless peppers that are grown naturally without seeds, said Shreve.

Also on tap at the Pure Flavor booth were an array of greenhouse-grown tomatoes, including Cloud 9, Tiki, OMG and its newest tomato, Rocco Reds , which the greenhouse grower has dubbed “The Chef’s Tomato.”

Shown from left are The Wonderful Company’s Stacey Anker, Josh Yahr, Jennifer Hirano and Diana Salsa at the 2024 IFPA show.

(Photo: Jennifer Strailey)

The Wonderful Company shared its newest products, POS and latest promotional campaigns across its family of brands including POM Wonderful, Wonderful Citrus, and Wonderful Pistachios at the recent IFPA show in Atlanta.

POM Wonderful is reprising its campaign that encourages consumers to fortify their defenses against free radicals by protecting themselves with the antioxidant power of POM Wonderful 100% Pomegranate Juice.

“It’s especially important this time of year,” said Stacey Anker.

The California-based company also has a robust social media campaign planned, with TV personality Chrissy Teigen set to tour the Wonderful Company’s pomegranate orchards in October to provide content for a social campaign slated to hit in November, which is National Pomegranate Month.

While it may be an “off year” for pistachios, Wonderful Pistachios is looking ahead to a strong holiday season and 2025 with new products, a packaging refresh, new display units and more.

Just in time for the holidays, Wonderful Pistachios Sweet Cinnamon Pistachios offers a healthy indulgence item for the season, says Diana Salsa. Complementing the new offering is a Rudolph-inspired holiday merchandising unit to showcase Wonderful Pistachios.

The company’s unsalted, in-shell pistachios are currently its No. 3 product, so it expects its new no-salt, no-shell pistachios to be well received, said Salsa.

What’s next? Salsa says look for a brand refresh on the company’s pistachio packaging next year that will bring back its popular “Get Crackin’” messaging.

“We’re always continuously improving our packaging with beautiful colors that customers recognize,” she said.

Wondeful Citrus showed off its seedless lemons and Wonderful Halos.

“A lot of consumers don’t know seedless lemons exist,” said Jennifer Hirano. “But once they know they exist, they can’t go back to lemons with seeds.”

Wonderful Citrus plans to amplify its marketing efforts around seedless lemons in 2025, said Hirano, who added the company will put three times the marketing power behind the product beginning in January 2025. From a lemonade stand-style in-store display unit to 200 Wonderful Citrus brand ambassadors hitting stores across the country, the company plans to put its seedless lemons in front of shoppers in 2025.

For Halos, Wonderful Citrus’ Josh Yahr says the company is launching a new omnichannel marketing campaign that’s “its largest in years.” The campaign will seek to further position Wonderful Halos as a nutritious, delicious and convenient snack.

“As consumers continue to look for convenient snacking, we anticipate demand for Wonderful Halos to be high in the coming season,” Yahr said.

From left, J&C Tropicals’ Jessie Capote, Christian Hosford and Luis del Hoyo showcased the nutritional value, flavor and versatility of tropical fruits at the 2024 IFPA show.

(Photo: Jennifer Strailey)

“We’re focused on education, marketing and presentation of tropicals,” said J&C Tropicals’ Christian Hosford. On the education front, the company is focused on increasing consumers’ understanding of the nutritional value of tropical fruits, which unlike CPG products, don’t have an ingredient label to inform the consumer about the item’s nutrient deck, he said.

When it comes to marketing and presentation, the company has a number of tools to help retailers, including a tropicals display case that can merchandise anywhere from four to 16 products.

“It’s a self-contained, fresh tropical produce center,” said Hosford.

The company also featured a number of new and innovative products from Namzen, a fresh coconut drink from Thailand that Hosford says is “very trendy,” to other products in development that the company plans to bring to market in the year ahead. These up-and-comers include a dried tropical fruit medley, protein power bites and a dried fruit garnish line.

“We are a distributor, but we’re also tropical fruit education advisers who think like healthy grocers,” said Hosford. “We are focused on bringing transparency to the customer and doing that in a tropical gourmet way.”

Spice World’s Chris Kiser talked product innovation and fresh, convenient flavor at the 2024 IFPA show in Atlanta.

(Photo: Jennifer Strailey)

Spice World’s Chris Kiser says the company is on a mission to help consumers “elevate the way they eat with fresh convenient flavor.”

In recent consumer surveys, Spice World has found that consumers, and younger shoppers in particular, want both convenience and flavor from products like its Fresh Diced Garlic in a resealable bag, Peeled Ginger in a resealable bag, Garlic and Ginger Fusion in a jar, and Kickin’ Chili Onion Crunch in a jar.

“Our Kickin’ Chili Onion Crunch is going gangbusters,” said Kiser about the product that plays well with Japanese, Thai and Korean dishes and more. “Consumers want that burst of flavor in a way that it makes it easy and convenient,” he added.

Clean labels are also important to today’s consumer, says Kiser. Take our Fresh Diced Garlic, he says, noting the product is preservative-free.

Spice World sees continued product innovation on the horizon.

“Our pipeline is full,” said Kiser. “It’s all about listening to the consumer and giving them what they want.”

From left, Mucci Farms’ Ken Paglione and Ajit Saxena discussed the popularity of Savorries greenhouse-grown tomatoes.

(Photo: Jennifer Strailey)

At the Mucci Farms’ booth, the greenhouse grower featured its Savorries sweet strawberry tomatoes. The tomato brown rugose fruit virus-resistant fruit is the company’s fasted growing SKU in 2024, says Ajit Saxena.

Mucci has significantly expanded its plantings of Savorries to meet demand, Saxena said.

“It’s also known as the helicopter tomato because you can grab it by the stem and twirl it,” Saxena added about the high-flavor greenhouse-grown tomato.

Jeanne Wilson of Zespri International shared the company’s latest sustainability effort and details on its popular Kiwi Brothers campaign.

(Photo: Jennifer Strailey)

Jeanne Wilson of Zespri International shared the company’s latest sustainability effort and details on its popular KiwiBrothers campaign.

Zespri International and Sinclair debuted their new sustainable collaboration at the IFPA show, which puts Sinclair’s T55 home-compostable label on Zespri kiwifruit — a move the companies call “a major step forward in sustainable packaging.”

“We’ve always had a strong value around guardianship,” said Wilson. “We’re always looking at what in our packaging streams can we improve on. A label may seem small, but when you think about its scale globally, it’s significant.”

The Zespri booth also showcased its KiwiBrothers campaign that has the brothers traveling the globe inviting consumers to “Taste the Obsession.”

The popular campaign is not just about kids, says Wilson, who adds the campaign has reached over 1 billion impressions this last season.

“Zespri has been the No. 1 selling kiwi brand for some time now,” said Wilson. “We sell five times the number of kiwis as the next closest supplier.”

And the company is eyeing continued growth moving forward.

“There so much opportunity to drive category growth with both Sungold and green kiwifruit,” Wilson said.

Your next read:

• Fresh ‘worth fighting for,’ says IFPA CEO Cathy Burns

• Seen and heard at IFPA’s Global Produce and Floral Show 2024 — Part 1