As the pistachio industry prepares for a potential on-year crop of up to 1.5 billion pounds, growers and industry experts gathered at the 2025 Pistachio Industry Annual Conference in Monterey, Calif. to discuss key issues shaping the sector. Topics ranged from nutrition research and global market expansion to sustainability and industry leadership, reflecting both opportunities and challenges in the evolving agricultural landscape.
Emerging research on pistachio nutrition continues to shape their role in health, with new findings highlighting benefits beyond heart health and weight management. One area of interest discussed at the conference was pistachios’ potential contribution to eye health.
A study from Tufts University found that participants who consumed two handfuls of pistachios daily for 12 weeks showed measurable improvements in eye function, with some results appearing within six weeks. Researchers link these benefits to lutein, an antioxidant found in pistachios that may support vision health.
“Up until this point, carrots have been the go-to food for eye health recommendations, but now it’s time for carrots to share the stage because pistachios are the new superfood,” said Amber Wilson, American Pistachio Growers (APG) senior director of global nutrition and marketing for North America.
Wilson stressed that the short time frame in which results appeared was noteworthy.
“This is unprecedented in terms of a time frame because six weeks is not a lot of time to eat a food and see it positively make a change in your body,” she said.
She added APG continues investing in nutrition research, exploring pistachios’ potential benefits for sleep, brain function and stress management to further expand their global appeal.
Market Expansion and Consumer Trends
With global demand for pistachios rising, discussions at the conference also focused on strategies for expanding market reach, particularly in key regions such as China, India and the Middle East. Trade relationships, tariff considerations and supply chain logistics were key topics as industry leaders explored ways to navigate economic shifts.
To stay competitive, the industry is focusing on strategic branding, nutrition research and sustainability efforts to position American pistachios as a top global choice. In its Asian market, APG is targeting middle-aged men as a new consumer segment, identifying them as a key consumer group in China.
“This year, we embraced a new frontier,” said Suzanne Devereaux, APG director of marketing for Asia. “Yes, middle-aged men who value strength and endurance and truth. What better way to reach them than through a brand that embodies those very qualities?”
To reinforce this messaging, Devereaux noted APG partnered with Jeep China, linking pistachios to adventure, power and resilience. The promotion was a huge success, she added, calling pistachios more than just a snack.
“They’re fuel for those who want to embrace life’s journey through power and confidence,” Devereaux said.
The growing influence of e-commerce and digital promotions was another area of discussion. In China’s rapidly evolving online marketplace, live-streaming platforms and influencer marketing have become vital tools for boosting product awareness and sales.
In China, online food delivery is highly efficient, with consumers able to receive their orders in as little as 30 minutes, according to Stephanie Pan, APG China representative, making it a convenient and accessible market for pistachios.
“That’s very, very convenient for us,” she said. “Besides that, we have a lot of live-streaming platforms, and they introduce the products in great detail, nutrition, eye protection and the fact that our pistachios come from America. This helps build the brand and educate consumers.”
The conference also highlighted new consumer trends, including APG’s participation in the Dubai chocolate bar trend, officially named “Can’t Get Knafeh of It,” crafted by Fix Dessert Chocolatier in Dubai. Between sessions, attendees sampled the treat, which features a milk chocolate shell filled with pistachio cream and knafeh, a traditional Middle Eastern shredded phyllo dessert.
APG Board Member Justin Curti was particularly impressed by the product and the marketing innovation behind it.
“The marketing, the health research, and the push to emphasize the necessity and value of pistachios, for me, as a small pistachio farmer, it excites me,” he said. “It shows they are doing what needs to be done to help this industry grow and reach further into retail.”
Curti, who farms less than 250 acres of pistachios in Tulare, Calif., also emphasized the importance of industry organizations like APG in supporting growers of all sizes.
“That’s why we join these organizations and give our money to them,” he said. “You hope they have your back.”
Sustainability as a Business Priority
As growers face increasing restrictions on water use, pesticide regulations and climate variability, sustainability was a major focus of the conference. Industry leaders emphasized that sustainability is not only an environmental concern but also a critical factor in ensuring the long-term viability of pistachio farming.
Recognizing that global demand for sustainable products is increasing, sustainability is a critical factor in industry growth, according to APG Vice President of Global Marketing Scott Fryer, who said worldwide, the demand is there for sustainability.
“Consumers want sustainable products, so guess what? The buyers want sustainable products,” Fryer said. “And then government officials are hearing the consumers, and they’re putting together policies to make sure those products are sustainable.”
Sustainability-related sessions at the conference highlighted water conservation strategies, soil health improvements and integrated pest management as key solutions. Discussions also explored carbon sequestration initiatives and the potential for pistachio growers to benefit from sustainability incentives while improving orchard productivity.
Industry Advocacy and Leadership
With regulatory shifts impacting water use, sustainability and trade policies, industry leaders highlighted the importance of a strong and engaged membership in shaping the future of the pistachio sector. Growers were encouraged to participate in committees, advocacy efforts, and policy discussions to ensure their voices are heard.
APG Board Chairman Rich Kreps stressed the importance of industry representation in policymaking.
“The positive awareness is crucial to our success, and APG does just that,” Kreps said.
He also noted relationship-building with policymakers at the state, federal, and international levels will play a key role in securing future trade opportunities.
“D.C. and the rest of the world are starting to realize just how important that is,” Kreps said.
Under APG’s current leadership, he said increased grower participation strengthens the industry’s ability to negotiate better market conditions and ensure fair pricing.
“The more membership grows, the more we can ensure every acre gets sold, every pound has a better price and every country realizes the importance of American-grown pistachios,” Kreps said.
