Source: Fresh Plaza
The US pistachio sector is witnessing a surge in marketing achievements within the mature North American market, with exports experiencing a notable increase. In-store promotions have propelled a 12% uptick in domestic sales of unshelled pistachio kernels to U.S. consumers in the current marketing year up to June, as reported by Hannah Young, North American marketing manager for American Pistachio Growers (APG). Despite the challenges of operating within a mature and costly market, APG has strategically concentrated its marketing initiatives on export markets.
Scott Fryer, APG's vice president of global marketing, highlighted the substantial growth and opportunities within international markets, despite the continued relevance of domestic shipments. The industry has leveraged technology to track consumer responses to advertising and subsequent purchasing decisions, with a digital advertising campaign reaching 2.6 million unique individuals and resulting in the sale of over 150,000 pounds of pistachios. APG has also benefited from government grants, securing $1.8 million through the Market Access Program in collaboration with the Wonderful company, and an additional $3.5 million in Agricultural Promotional Program funds to enhance marketing efforts in countries with underdeveloped trade relations with the U.S.
Export markets are thriving, supported by the expanding middle class in countries like India and Mexico, leading to a 7% increase in export shipments, which now constitute 80% of the U.S. crop through June of this year. Suzanne Devereaux, APG's international director of marketing for Asia, emphasized India's potential for exponential growth in U.S. pistachio consumption, given its large and youthful population.
