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Travelers worldwide are increasingly snacking California pistachios thanks to innovative promotional campaign




Travelers worldwide are increasingly snacking California pistachios thanks to an innovative promotional campaign spearheaded by the Cal-Pure cooperative targeting the travel retail sector. Duty-free shops at international airports and cruise ships present a unique opportunity to reach millions of consumers looking for convenient and healthy snacks while traveling. The Cal-Pure cooperative is expanding its line of premium, multi-language Wonderful pistachio packages designed for travelers and innovative point-of-purchase displays highlighting healthy California pistachios. This past year the cooperative also launched the first No Shell pistachio product in the travel retail channel, which is growing in popularity. Growth has accelerated greatly this past year, with Wonderful pistachios reaching a global agreement with Lagardère, a large French travel retail organization, which will accelerate distribution worldwide. This has led to 70 new listings in Europe, New York JFK airport, and expansion into areas such as three cities in Saudi Arabia and the island Reunion. Sales distribution has also expanded in Hong Kong Airport with eight location, Kowloon Train Station in Hong Kong, Aruba, Cairns and Gold Coast airports in Australia, Christchurch, New Zealand, and in Venezuelan airports. With these additions, distribution in travel retail locations now reach 298 locations in 56 countries worldwide. Cal-Pure Produce is an agriculture cooperative established in 1992 to market and sell its member organization’s pistachios domestically and overseas. The cooperative’s pistachios are sourced from hundreds of small growers, nearly all of which are rural Small and Medium Size (SME) businesses. Cal-Pure leverages export promotion funds on a cost-share basis administered by the USDA’s Foreign Agricultural Service to promote pistachios globally.