American Pistachio Growers is preparing a marketing blitz ahead of what is expected to be a bumper crop of pistachios with the hope of keeping consumer demand strong.
APG President Richard Matoian says the 2020 crop could eclipse 1 billion pounds for the first time. That means the group will be forced to market their product harder than ever to avoid a glut of supply.
APG says it is planning on “employing an advertising and marketing push that combines television, print and digital advertising in major export countries as well as in major television markets in the U.S. Beginning in mid-November and continuing through next summer.” Ads will be focused on “extolling the virtues of U.S. pistachios” across 44 television markets.
Interested in more coverage and insights? Receive a free month of Agri-Pulse West.
According to APG, pistachios now occupy sixth place on the state’s list of more than 350 commodities with a value of $1.94 billion, according to California Department of Food and Agriculture 2019 data. Pistachios rank as the state’s second leading export with a value of $1.1 billion. As interest in pistachios has grown in California as well as in Arizona and New Mexico, so has the need to market larger crops.
For more news, go to www.Agri-Pulse.com.