Pistachio growers join beer campaign

Pistachio growers have joined with the nation’s largest beer company in a marketing campaign tied to the NFL playoffs.

And they promise that this pairing is a relatively healthy way of snacking during football-watching parties over the next few weeks.

Pistachio growers, mostly between Merced and Kern counties, say the nuts are a source of good fat and several nutrients. The same kind of pitch has helped boost business for almonds and walnuts, which come from a much larger part of the Central Valley.

American Pistachio Growers, an industry group based in Fresno, announced the partnership with Anheuser-Busch of St. Louis this week. It involves Michelob Ultra, a lower-calorie beer that long has been marketed to fitness-minded consumers.

The campaign will feature displays at more than 19,000 retailers across the nation, said Judy Hirigoyen, vice president for global marketing at the pistachio group, in a news release.

“Research continues to reveal the health attributes of pistachios, and industry growth confirms they are a popular choice as more Americans are choosing nutritional snacks,” she said.

The announcement was timed for “the season of New Year’s resolutions,” the release said. The group pitches pistachios as a healthy daily snack, especially after a workout.

The promotion will run through the Super Bowl, then return for the Fourth of July, Labor Day and the start of the next football season.

The last Super Bowl featured an ad for the Wonderful pistachio brand with Stephen Colbert, who just ended his mock talk show on Comedy Central and will take over David Letterman’s late-night slot on CBS.

California grew 98 percent of the nation’s pistachios in 2012, according to the state Department of Food and Agriculture. Arizona and New Mexico also produced some.

About 275,000 tons came off 178,000 acres of trees in California in 2012, bringing $1.1 billion in gross income to growers. Pistachios were 11th in income among the state’s farm products that year. Almonds were third and walnuts ninth.

Stanislaus County’s crop report for 2012 listed pistachios among “miscellaneous crops,” with no income or acreage figures. Merced County reported 6,648 tons from 5,016 acres, generating $35.2 million for growers. Kern County led the state, followed by Fresno, Tulare, Madera and Kings.

Pistachios are the “official snack” of USA Water Polo’s men’s and women’s teams. The industry group also has teamed up with pro cyclist Mark Cavendish, snowboarder and adventurer Jeremy Jones, and other endorsers. Michelob, meanwhile, has put its name on running, cycling, golf, tennis and other sports events.

Beer is not a major Valley product, but Anheuser-Busch does have a brewery in Fairfield, along Highway 12 between Napa and Lodi.

This story was originally published December 26, 2014 at 8:23 PM with the headline "Pistachio growers join beer campaign."