Pecan industry's big push for growth
USAgNet - 02/16/2024
Anne Warden, CEO of the American Pecan Council and Promotion Board, is spearheading efforts to revolutionize the U.S. pecan industry. With a strategic approach, the goal is to not only promote the nutritional benefits of pecans but also to expand the market domestically and internationally.
Warden emphasizes the pecan’s unique taste and versatility, which she believes holds untapped potential for growth.
The industry plans to capitalize on lower tariffs in India, China, and Europe to boost exports. Domestically, every imported pecan contributes to a fund that supports U.S. marketing and research efforts, aimed at improving pecan’s market value and sustainability.
Collaboration is key, with over 20 pecan organizations uniting under Warden’s vision. The Unified Pecan Promotion Plan (UPPP) seeks to increase profitability for producers and marketers alike by diversifying the occasions for pecan consumption beyond traditional holidays.
Export markets are a particular focus, with countries like India, with its large vegetarian population, identified as prime targets for expansion. The strategy includes providing market insights and support across the supply chain to enhance marketing effectiveness.
By fostering a stronger, more cohesive industry, Warden and her team aim to secure a sustainable future for pecan producers and ensure the nut's rightful place in both domestic and international markets.
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