American Pecan Industry Awarded $1.2 Million Through America First Trade Promotion Program (AFTPP)

Funding will support expanded global marketing efforts and strengthen demand for American pecans in key international markets

 Irving, TX – The American pecan industry was awarded $1.2 million in funding through the USDA’s America First Trade Promotion Program (AFTPP), supporting efforts to expand the global footprint of American pecans and increase export opportunities for U.S. growers and shellers.

“This funding will play an important role in strengthening the global demand for American pecans and reinforcing our presence in key international markets,” said Anne Warden, CEO of the American Pecan Council (APC). “We are encouraged by USDA’s continued investment in programs that help U.S. agriculture remain competitive worldwide and create new opportunities for growth.”

Expanding the volume and value of U.S. pecan exports remains a core priority under APC’s “Unified Pecans Promotion Plan.” According to a recently funded economic study, export markets have a strong impact on increasing the value of inshell pecans.[1]

Previous investments in international marketing have helped establish a strong foundation in markets such as India, the United Kingdom, Germany and South Korea. Over the past year, these efforts have included:

• Advancing market development in India through trade missions, importer engagement and targeted retail, influencer and e-commerce promotions
• Driving significant in-store retail activity in the United Kingdom, reaching thousands of stores and expanding partnerships with leading retailers
• Increasing consumer awareness and purchase intent in Germany through focused promotional campaigns
• Partnering with South Korea’s strong retail and bakery sector to showcase pecans as a premium American product

With AFTPP funding, the industry will build upon these successes by enhancing promotional programs, deepening relationships in established markets and exploring new opportunities in emerging regions over the coming years.

If you have any questions about participating in export or international marketing initiatives, please contact the American Pecan Council, your local grower association and/or your state department of agriculture.

 About the American Pecan Council

The American Pecan Council (APC) is a group of passionate pecan growers and shellers whose life work is dedicated to growing, harvesting and processing America's native nut. Founded in 2016 through a Federal Marketing Order, the APC's mission is to promote the many benefits of the American Pecan and help tell the story of this truly unique nut. With oversight by the USDA, APC aims to build consumer demand, develop markets and establish industry standards. APC is based in Fort Worth, Texas, and funded by pecan handlers in 15 pecan-producing states: Alabama, Arkansas, Arizona, California, Florida, Georgia, Kansas, Louisiana, Missouri, Mississippi, North Carolina, New Mexico, Oklahoma, South Carolina, and Texas. To learn more visit www.AmericanPecan.com.

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