The Marketing Offensive of the American Pistachio Growers

The American Pistachio Growers (APG) is a voluntary agricultural association representing the American pistachio growers, manufacturers and industrial partners in California, Arizona and New Mexico. The headquarters of the organization are in Fresno, California. Three decades ago, the Western Pistachio Association was founded and renamed itself to American Pistachio Growers in June 2011. The organization represents the interests of the pistachio growers and the industry. As especially Europe is a high-volume sale and promising market for pistachios, the American Pistachio Growers plan marketing campaigns in the most important European countries Germany, France, Spain, Italy and Great Britain throughout the next three years.

The German multi-sport campaign with brand ambassador Michael Bauer

The German pistachio campaign puts emphasis on pistachios as a healthy snack for physically active people. Therefore, the American Pistachio Growers voted “Germany’s most sought-after Personal Trainer” (finest 3/2010) Michael Bauer as brand ambassador. He has been developing individual Fitness-, Nutrition- and Health concepts for politicians, managers, professional athletes, models and celebrities for more than 12 years. To this day, more than 3000 people have taken up his training concepts. The American Pistachio Growers are present at many different sports events in order to bring the pistachio and its nutritional value closer to active people. The pistachios of APG will be present at Skiing, Hiking, Beachvolleyball, the Women’s Run and big Mountainbike events all over Germany.

Pistachios from American production

California, Arizona and New Mexico deliver 99.99 percent of the national American pistachio production, although 40 percent of the cultivation areas are not yet workable. The pistachio trees need about five to seven years until they are ready to be harvested. Therefore, the number of harvested pistachios will double in the year 2017. The APG supply their import clients in Europe, who represent their own brands. Pistachios of the American Pistacho Growers are available at Edeka, Rewe Group, Metro, Schwarz Group and Tengelmann.

High Quality Standards for American Pistachios

For consumers, pistachios of American origins can be identified with the seal “American Quality Pistachios, California Grown” and therefore promote the American high quality. In line with this, the American Pistachio Growers count on the defined standards for the agricultural production. The harvesting method is particularly quick and gentle, which prevents germ load. Furthermore, the organization invests in nutrition research. The aim is to show the consumer that pistachios are healthy.