Record pistachio shipments are expected to take place starting this fall.
The American Pistachio Growers of Fresno, CA believe the current harvest could hit the one billion-pound mark for the first time in California.
An advertising campaign focuses on pistachios as a “complete protein,” joining the ranks of plant proteins that include quinoa, chickpeas and soybeans that are popular among vegetarians and consumers wishing to move away from animal proteins, according to a news release.
Beginning in mid-November and continuing through next summer, ads will appear in 44 U.S. television markets. American Pistachio Growers is sponsoring New Year’s Eve countdowns in Las Vegas and Dallas.
Pistachios rank sixth in terms of value among California commodities, at $1.94 billion, according to 2019 data from the California Department of Food and Agriculture, and are the second in export commodities, at $1.1 billion.
A Rabobank report projects bearing pistachio acreage could reach 372,000 acres by 2024-25, a 30 percent increase from the most recent season.
American Pistachio Growers represents more than 800 growers and processors in California, Arizona and New Mexico.