Pecan harvest is underway, just in time for that Thanksgiving pecan pie; however American pecans are breaking out of their shell and being utilized by consumers around the world in more creative ways than ever before. During the State of the Tree Nut Industry presentations at Malcolm Media Ag Expos, Anne Warden, CEO of the American Pecan Council and American Pecan Promotion Board shared insights on the growth potential of American Pecans. After her address, she met with Matthew Malcolm on California Ag Network to elaborate and provide an update on pecan harvest and the market this year. Watch this brief interview and read more about it in the coming issue of Pacific Nut Producer Magazine.
Tag: American Pecan Council
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Nutrition is Key to Growing the Pecan Industry
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APPB & APC Introduce Unified Strategy
In a move that marks a significant shift in the pecan industry’s approach to marketing, the American Pecan Council (APC) and the American Pecan Promotion Board (APPB) are working together to create a global marketing strategy that’s set to reimagine the pecan’s place in the market and in consumers’ hearts. The Unified Pecan Promotion Plan (UPPP), as this strategy has been aptly named, pivots on four strategic initiatives:
- Higher Value through Nutrition
- Expanded Demand Through New Occasions
- Industry Readiness Through Services Strategy
- Incremental Volume Through Exports
According to Anne Warden, CEO, APC and APPB, The UPPP is a blueprint designed to bring pecan industry partners together. “We want to align the entire supply chain – from grower to seller to customer – under a single vision and mission.”
Spotlight on “Higher Value Through Nutrition”
While all four strategic initiatives are key to industry-wide growth, the story of pecans as a nutritional powerhouse creates a tremendous untapped marketing opportunity. “Higher Value Through Nutrition” seeks to uplift the pecan’s profile from a tasty snack to a nutritional powerhouse.
Despite their delicious taste, most consumers are not aware that pecans are also highly nutritious. The UPPP aims to tackle this by shifting the consumer perception to view pecans as an essential, nutritious food, thereby increasing demand and value. This comes on the heels of a survey indicating a strong consumer inclination towards foods that reduce heart disease risk and support cognitive health—areas where pecans naturally excel.
How exactly does the Unified Pecan Promotion Plan intend to change these perceptions? By focusing on digital content, third-party validators, and nutrition research.
Educating Consumers with Digital Media
Instead of the traditional scattergun approach to marketing, the pecan industry is sharpening its aim. Leveraging consumer perception and buying behavior data, the UPPP is gearing up to make pecans a staple in digital shopping carts. Expect to see more targeted, persuasive content online, where most buying decisions are now made.
Activating Third-Party Validators
The UPPP recognizes the enormous influence of fitness and lifestyle influencers and plans to collaborate with these key figures to propagate the nutritional messaging of pecans. By partnering with popular health platforms and cultural content creators, the industry intends to integrate pecans into the narrative of a healthy lifestyle.
Nutrition Research & Industry-wide Messaging Clarity
Harnessing a wealth of existing research and generating new data will be pivotal to strengthening pecans’ health claims. By syncing the messaging across the entire supply chain, the UPPP is looking to create a clear, consistent and powerful chorus singing the nutritional praises of pecans.
Just the beginning
These initiatives, though ambitious, are only the starting line. The APC and APPB are preparing to launch promotions that position pecans uniquely in the nut market. This will not only distinguish them for their natural nutrition and superior taste but also establish a strong foundation for long-term strategic partnerships.
As the UPPP unfolds, the goal is to create a future where pecans are not just another nut in the bowl, but a prized ingredient in the health-conscious consumer’s diet. For pecan growers, this could mean a significant uplift in the value of their crops, aligning with evolving consumer trends that prioritize health and wellness.
The APC and APPB are setting the stage for a pecan renaissance, one that promises to elevate America’s only native nut to new heights of consumer awareness and appreciation. Through the work of the UPPP and its focus on nutrition, the pecan industry is ready to crack the market wide open, so to speak.
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Growth Opportunities for the Western Pecan Industry
While the southern states have historically led the nation in pecan production by far, acreage and production trends in the West are rising, according to California pecan grower/processor and American Pecan Council Board Member Blake Houston. Watch his video interview with Matthew Malcolm at the recent Tree & Vine Expo in Turlock, based on his State of the Pecan Industry presentation. Read more about it in Pacific Nut Producer Magazine.
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State of the American Pecan Industry
While we hear more about almonds, walnuts and pistachios in California, pecans are still a significant crop for the Golden State, and are grown across the nation. Watch this brief interview Jeff Smutny from the American Pecan Council as he shares his production and market outlook for the pecan industry. Read the full proceedings of the annual Grape, Nut & Tree Fruit Expo where he spoke in the coming issue of Pacific Nut Producer Magazine.Please thank this video’s sponsor Trece for their industry support. -
US Crop & Market Update with the American Pecan Council
Pecan harvest in California is well underway, but let’s take a look at what’s going on currently on the national scale, as it will have an impact on the California pecan market. Check out this brief interview report with Alex Ott, Executive Director of the American Pecan Council, who also provided an update on the Hurricane impact on the Georgia pecan industry. Stay current on what’s going on in the pecan industry by reading Pacific Nut Producer Magazine. Don’t currently receive the magazine? Subscribe for free at: https://malcolmmedia.com/pacific-nut-producer-magazine-subscriptions/.
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Introducing New American Pecan Council Executive Director Alex Ott
Attention pecan growers: Executive Director of the California Apple Commission, California Blueberry Commission & California Olive Committee, has taken up roots and moved to Texas to assume the new position of Executive Director of the American Pecan Council, effective July 1, 2018. Ott brings 14 years of experience working with federal and state marketing orders and various export programs to support California’s apple, olive, kiwifruit and blueberry industries. Watch his video introduction and read more about him and the work of the council in Pacific Nut Producer Magazine.
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Western Pecan Growers Conference, March 4-6
The Western Pecan Growers 52nd Annual Conference is returning again to Las Cruces, New Mexico March 4-6 at the Hotel Encanto (705 South Telshor Blvd). Topics to be addressed at the conference this year will include: airblast sprayers, insecticide efficacy for pecan aphids, pecan orchard site evaluation, rootstock resistance to cotton root rot, pigs in pecans – they ain’t squirrels, soil drainage, trace yet substantial elements in pecans, preemergence herbicides in Western Pecans, how do roots grow, American Pecan Council update, pecan marketing update, US Pecan Growers Council update, Pecan Weevil update, state pecan grower associations update, and farming along the urban-rural interface. For more information and registration details, contact director@westernpecan.org or click Here.