The growing popularity of pistachios with farmers in three western states seems to be following a similar trend among worldwide consumers. Given the likelihood that the industry will shake its first-ever billion-pound crop this season, efforts will begin soon to promote that crop globally.

Following news earlier this year that pistachios pack a complete source of protein for the human diet, American Pistachio Growers will invest in its largest advertising and marketing campaign ever to help drive demand in hopes of keeping it ahead of U.S. supply.

Through television, print and digital advertising in major export markets, including the United States, APG will promote U.S. pistachios through efforts intended to include sponsorship of the New Year's Eve countdown celebrations tentatively planned for Las Vegas, Nev. and Dallas, Tex.

"Consumers here in the U.S. as well as abroad are embracing the powerful stories of pistachios," said Judy Hirigoyen, vice president for global marketing of the American Pistachio Growers Association.

Pistachios are well-positioned

A Rabobank report from earlier this summer suggests that pistachios are well-positioned among U.S. tree nuts to continue marketing efforts promoting them as a healthy plant-based protein source.

Related:International buyers ask for Arizona pistachios by name

Despite marketing and delivery challenges because of the COVID pandemic, the Rabobank report says ending stocks from last season's off-year crop put ending stocks at multi-year lows. If world demand continues strong, this could bode well for grower returns, baring another economic slowdown.

Rabobank estimates the U.S. crop currently being harvested could come in between 945 million pounds and 1.09 billion pounds. Earlier estimates of a 1.2-billion-pound crop became less likely as pre-harvest surveys suggested that pollination in some regions was poor.

All this points to a continued favorable price outlook for growers, particularly if world economic conditions improve and exports to the Middle East continue.