Delivering Value: How the American Pecan Council Is Driving Demand and Grower Returns
{Sponsored} For pecan growers navigating an ever-changing agricultural landscape, the value of industry investment must be clear and measurable. The American Pecan Council (APC) is committed to demonstrating that coordinated marketing and data-driven strategy can deliver exactly that – stronger demand, expanded markets, and better tools to support grower profitability.
APC continues to focus on increasing demand while equipping the industry with the insights needed to make informed decisions. Even just this past year showed meaningful progress on both fronts.
Building Demand Through Nutrition
A core challenge for pecans has been perception. While widely enjoyed, they have often been seen as a seasonal or discretionary purchase rather than a staple food. APC addressed this by investing in credible nutrition research and amplifying those findings to consumers.
A major milestone was the promotion of an APC-funded Penn State study examining the relationship between pecans, cholesterol levels and diet quality. The results gained widespread media attention, generating 3.5 billion potential impressions across major outlets.
This type of exposure plays a critical role in shifting consumer behavior and positioning pecans as a health-forward, everyday snack. For growers, that shift supports stronger, more consistent demand and improved long-term value.
Expanding Global Opportunities
APC also delivered significant returns through its export strategy. By securing $1.3 million in federal grant funding,[1] the organization expanded its international marketing efforts and extended its reach into key growth markets.
The impact was substantial:
- India: Among the retailers APC partnered with in 2025, the average sales lift for pecans both at physical and online retail outlets was over 100%.[2]
- United Kingdom: Promotions across thousands of stores increased baseline sales by 64%, with spikes up to 130% during actual promotional periods.[3]
- Germany: Efforts to establish APC’s retail footprint in Germany saw partnerships with more than 600 stores and an average sales lift of 71% in promotional locations.[4]
These results highlight APC’s ability to not only enter new markets, but to generate real, measurable demand within them.
Delivering Actionable Industry Data
In addition to marketing, APC continues to strengthen its role as the industry’s central source of market intelligence. Through required handler reporting, the organization collects critical data on shipments, inventory, and trade.
In 2025, that data was transformed into practical tools, including monthly Industry Position Reports, dynamic data dashboards, and independent economic analysis. These resources help growers and handlers better understand market conditions and make more strategic decisions.
Strengthening the Industry as a Whole
APC’s impact extends across the entire supply chain. Work on food safety, grades and standards, and export compliance is reinforcing the premium reputation of American Pecans globally.
At the same time, new services are helping industry stakeholders compete more effectively. A redesigned AmericanPecan.com now serves as a central hub for data and resources, while digital marketing consultations and expanded communications provide practical support to businesses throughout the sector.
A Worthwhile Investment
The return on investment in APC is increasingly visible. From real data insights for business to triple-digit sales growth during promotional periods in emerging markets, the organization is delivering outcomes that directly support demand and profitability.
Equally important, APC is building a more resilient industry, one that is informed by data, aligned across the supply chain, and positioned to compete globally.
In a challenging and evolving market, that combination of immediate results and long-term strategy makes a compelling case: your investment dollars in APC are being put to work in ways that truly matter.
[1] APC FY25 Budget
[2] Proprietary data from retailers obtained by SS Associates, India, based on the FY25 fiscal year (Oct. 2024-Sept 2025.
[3] Proprietary data obtained by The Garden Marketing & PR, based on the FY25 fiscal year (Oct. 2024-Sept 2025.
[4] Proprietary data obtained by The Garden Marketing & PR, based on sampling programs held from June-Sept 2025