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A United Industry through the Unified Pecan Promotion Plan

a tractor driving through the pecan orchard

(Photo by American Pecan Council)

In a move that marks a 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 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

The UPPP is a blueprint designed to bring pecan industry partners together with the aspiration of aligning 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 unaware that pecans are also 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 an American Pecan Promotion Board survey among 2,000 U.S. adults 18 years and older that indicated a strong consumer inclination toward foods that reduce heart disease risk and support cognitive health.

Activating Third-Party Validators

The UPPP recognizes the powerful influence of fitness and lifestyle influencers and plans to collaborate with these key figures to help share the nutritional benefits 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 and 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 looks 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 positioning will not only distinguish them for their natural nutrition and superior taste but also establish a strong foundation for long-term strategic partnerships.

The APC and APPB are setting the stage for a pecan renaissance, one that looks 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!

Author Photo

American Pecan Promotion Board & American Pecan Council

The pecan Research & Promotion program operates as the American Pecan Promotion Board. The board’s assessments are used for promotion, research, and industry information projects to help increase the demand for pecans. The American Pecan Council (APC) is a group of pecan growers and shellers who are dedicated to growing, harvesting, and processing America’s native nut. Founded in 2016 through a Federal Marketing Order, the APC’s mission is to promote the many benefits of the American Pecan and help tell its story. With oversight by the USDA, APC aims to build consumer demand, develop markets and establish industry standards. APC is based in Fort Worth, Texas, and funded by pecan handlers in 15 pecan-producing states. To learn more visit