Thanks to MAP, the Cal-Pure cooperative implemented an innovative promotional campaign targeting travelers worldwide. International airports and cruise ships offer unique retail outlets that reach millions of consumers looking for convenient and healthy snacks while traveling. In 2019, Cal-Pure expanded its line of premium, multi-language Wonderful pistachio packages with its No Shell pistachio product -- the first of its kind in the travel retail channel. Sales have grown sharply, adding over 20 percent to the pistachio’s category. And, due to the pricing being higher per gram than in- shell pistachios, the new product line is adding incremental value to the retail category.
Thanks to an agreement with Lagardère, a large French travel retail organization, Wonderful pistachios are now featured at 80 locations in Europe, including a number of airports in France, Belgium, Croatia, Czech Republic, Gabon, Italy, Luxemburg, Poland, Senegal, Switzerland, the UK, and the Riyadh international airport. This prominent branding has helped raise sales in 2019 by 49 percent from the previous year. Meanwhile, sales in Egypt, the Philippines, Singapore, Hong Kong, and through Cruise ships based out of Miami have all grown by double digits.
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.