At his two central Texas orchards between Austin and San Antonio, Swift River Pecans grows native pecans like these.

Apr 12, 2024
American Pecan Council unveils unified strategy to promote nutrition, growth

In a recent email, the American Pecan Council (APC) and the American Pecan Promotion Board (APPB) announced the launch of the Unified Pecan Promotion Plan (UPPP), aimed at reshaping the pecan’s image and expanding its market presence.

This strategic alliance, unveiled by Anne Warden, CEO of both organizations, represents a concerted effort to unify the pecan industry and harness its potential for growth.American Pecan Council

“The UPPP is a blueprint designed to bring pecan industry partners together,” Warden explained in the email. “We want to align the entire supply chain — from grower to seller to customer — under a single vision and mission.”

Central to the UPPP is the initiative of “Higher Value Through Nutrition,” which seeks to elevate the pecan’s status from a mere snack to a nutritional powerhouse. According to the email, despite the delicious taste, pecans have remained underrated for their nutritional benefits. The plan is geared to change this perception by emphasizing pecans’ health benefits.

The announcement detailed that the UPPP will deploy targeted digital content, engage with influential third-party validators and prioritize nutrition research to underscore the health benefits of pecans. By aligning messaging across the supply chain, its plan aims to create a clear and compelling narrative around pecans’ nutritional value.

“These initiatives, though ambitious, are only the beginning,” noted Warden. “We are preparing to launch promotions that position pecans uniquely in the nut market, establishing a strong foundation for long-term growth.”

For more information, visit the APPB website.

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