Marketing Pistachios During This Extended COVID-19 Pandemic
Judy Hirigoyen the Vice President of Global Marketing with the American Pistachio Growers, based in Fresno, she noted that APG was forced to change their marketing strategy.
“Sheltering at home meant that there were fewer trips to the grocery store and more intentional shopping. People have never been so health focused, just wanting to stay well safely, exercise, eat more nutritiously and just be happy,” Hirigoyen said.
She said since March, APG took the remainder of their fiscal budget plans for the rest of the year, which they could not execute because of the COVID-19 pandemic, and directed to other areas.
“You can't run a marathon and get a sample of pistachios. You can't have face-to-face meetings with journalists. And so many of our plans were scrapped,” she explained. “And what we've done is we've taken all of the resources we have, and we threw it at the complete protein message in every country to educate consumers on the media platforms that they're watching now. And now our message is getting through,” she said.
And of course, he's talking about pistachios having the complete protein profile, every protein you need.
Speaking of pistachios, the industry is more than 50% through the 2020 harvest, statewide.