Cracking the Market: A Unified Strategy That Delivers Results

Last year, the American Pecan Council (APC) and American Pecan Promotion Board (APPB) launched the Unified Pecan Promotion Plan (UPPP), a clear industry-wide global marketing approach designed to align the entire supply chain under one unified vision. Our mission continues to focus on growing demand in a way that supports sustainable profitability for pecan businesses.

Guided by valuable industry insights and feedback from hundreds of stakeholders, we focused on four strategies that delivered measurable results and laid a solid foundation for groundbreaking initiatives set to launch in 2025 and beyond. Let’s take a closer look at how these pillars shaped the past year and help set the stage for future success.

Higher Value Through Nutrition

We set out to reinforce the idea that pecans are a vital part of a healthy diet by educating consumers through media and marketing initiatives and investing in new nutritional research.

• In-store promotions with retail dietitians across 350+ stores in 12 states resulted in a 65% average lift in sales year over year^[1].
• A new research pipeline was established, funding five new studies to be conducted by prestigious universities and organizations, investigating areas like heart health, cognition, aging, and more.

Expanded Demand Through New Occasions

APPB set out to change the consumer mindset that pecans are only a holiday treat and introduced them to new usage occasions aimed at increasing purchase frequency.

• We launched the “Surprisingly Snackable Pecans” retail campaign using videos, influencers, and in-store and e-commerce placements designed to grow sales.  In e-commerce, one quarter of customers were new purchasers ^[2]
• These retail efforts delivered tangible results, including an average return on investment of $2-4 per channel across e-commerce  ^[3] (including Instacart and Amazon).
• We began a food service program to increase the volume of pecans in restaurants and new products. Right out of the gate, APPB partnered with the iconic SNICKERS brand to include pecans for a new flavor twist.

Incremental Volume Through Exports

APC’s efforts helped increase the incremental volume of U.S. pecans exported to global markets – and we’re just getting started. In 2024, the new international markets of focus for American pecans were India and the United Kingdom while evolving APC strategies in the German and Chinese markets.

• APC hosted our first ever reverse trade mission, introducing prominent Indian importers to the American pecan industry. American pecans also maintained a presence in India through a USDA Agricultural trade mission, hospitality events, and through retail, e-commerce and more.
• UK in-store promotions centered around snacking saw a 138% increase in retail activity ^[4]
• reaching over 4,000 stores, while e-commerce initiatives saw strong returns with the UK’s largest retailers like Tesco and Sainsbury’s.
• APC also delivered a new study on the future of pecan marketing in China, which will guide our marketing approach moving forward. 

Industry Readiness Through Services Strategy

Based on industry feedback, we focused on strengthening the marketing capabilities of pecan companies and providing valuable marketplace intelligence. Some key initiatives included:

• Five webinars addressing topics such as creative marketing campaigns and toolkits, consumer demand insights, and export funding opportunities.
• Improved industry communications through monthly Pecan Pulse emails along with updated industry position reports to include dynamic graphs and downloadable data.
• A relaunch of the research library on EatPecans.com with simplified navigation for 210+ agricultural and nutrition studies, now with summaries and improved search features.

Looking back on the progress made over the past year, the Unified Pecan Promotion Plan has set a powerful precedent for what can be achieved through collaboration and a shared vision. By aligning the entire supply chain and focusing on innovative strategies, we’ve strengthened the pecan industry’s position in key markets, expanded its global footprint, and built a framework for sustained success.

As we move into 2025, with new initiatives on the horizon and a unified vision, the future of the pecan industry is bright.

 

Get to Know APC and APPB

The American Pecan Council was founded in 2016 and comprised of pecan growers and shellers. APC’s mission promotes the benefits of the American Pecan to build consumer demand, develop markets and establish industry standards. Reach us at Industry@AmericanPecan.com.

The American Pecan Promotion Board was founded in 2021 and comprised of pecan producers and importers. This group is dedicated to driving the demand for pecans through research and promotion efforts. Reach us at Industry@EatPecans.com.

 

[1] Average of data provided directly from retail partners: Fareway (130 stores; 8/12-9/7), Redners (66 stores 8/1-9/25) and Giant (156 stores 9/13-10/24)

[2] Average of the “new to brand” customer data provided by Ad Adapted (40%), Instacart (28%) and Amazon (115)

[3] Range of the return on ad spend data provided by Ad Adapted, Instacart & Amazon

[4] Increase in in-store promotions from 1,722 stores to 4,102 stores – a 138% increase over 2023 via The Garden, UK: Marketing & PR