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 Promotion Board
-
Helping Consumers See There’s More to Pecans than Meets the Pie
The American Pecan Promotion Board (APPB) has selected Signal Theory as its agency partner for a consumer retail and communications campaign to drive demand and consumption of pecans not just during the holidays, but year-round. The announcement comes just in time for National Pecan Month, an industry-wide celebration held each April to showcase the versatility and nutritional benefits of American pecans.
Overseen by the USDA, the American Pecan Promotion Board is an agricultural commodity organization consisting of pecan producers and importers. APPB was founded in 2021 to drive demand for pecans in new and existing markets through scientific research, promotional efforts and innovative new uses for pecans.
“Pecans are well-known for their role in our favorite holiday pies and sweets, but on their own, they’re a nutrient-dense powerhouse with fiber and protein,” said Anne Warden, CEO of APPB. “We’re excited to leverage Signal Theory’s experience in agriculture and food marketing to show consumers pecans not only deliver on flavor, but on nutrition too.”
Signal Theory, an agency grounded in behavioral science, has successfully worked with brands that span agricultural production to the dining table, including Dairy Farmers of America, National Pork Board, Midwest Dairy Association, Certified Angus Beef and the North American Meat Institute to build stronger connections between commodity organizations and consumers.
“Food fuels our lives – we wake up thinking about it, socialize around it, feed our thinking with it, and often, say goodnight with a bedtime snack,” said John January, co-CEO of Signal Theory. “We want to make pecans part of people’s everyday grocery carts.”
Signal Theory will collaborate with APPB to design an integrated creative campaign and launch a strategy to drive awareness and retail sales among consumers while also engaging the tree nut industry advocates.
About Signal Theory
Signal Theory is a branding and design firm that creates joy, comfort and meaning through human insights for brands in the food value chain and pet sectors. With Midwestern roots, the firm has clients across the globe including SONIC®, America’s Drive-In; Chili’s® Grill & Bar; John Deere; BOSE; Certified Angus Beef; American Pecan Promotion Board; and International® Truck. Named by Ad Age as an Agency of the Year and Best Places to Work, the firm can be found on Facebook, LinkedIn and Instagram.
-
Nutrition is Key to Growing the Pecan Industry
– SPONSORED CONTENT –
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.
-
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.