Comments on a record Halo year and marketing the largest pistachio crop ever

In the first week of June, shipping of the last Halos of the season finished. “It was a solid year,” says Adam Cooper with the Wonderful Company. “We were the first California grower that was out in the market at the end of October and Halos were off to the fastest start ever. Consumer campaigns helped us drive sales and in the first two months of the campaign we added 1 million new households.” In January, rains slowed down the build-up, but the mandarin category ended on a strong note in early June as it grew against a record-year last year. “We are proud that moms across the country recognize Halos,” shared Cooper.

Wonderful’s pistachio brand saw a record-year as well. “This past season, we had to market the largest pistachio crop ever,” said Cooper. To drive sales, the Wonderful company spent $55 million on marketing Wonderful Pistachios with a substantial focus on sports. A digital football campaign was launched and Wonderful Pistachios were on air during the Super Bowl. “In general, sports fans are big consumers of pistachio nuts and the nut is a popular snack for any occasion,” said Cooper. In addition, Wonderful Pistachios are currently featured in New York City on one of Times Square’s most central boards. “It is a brand-new billboard that was created and Wonderful Pistachios as well as Wonderful Halos and POM Wonderful brands are displayed on the same building that the New Year’s Eve ball drops on.”

Placement on Times Square provides national recognition, but because of the many tourists visiting year-round, there is also a lot of attention from potential consumers outside the US. “Exports are an important part of the pistachio program as 60 percent of the US-grown nut makes its way outside the country,” mentioned Cooper. Although Wonderful has 80 percent market share within the pistachio category, there is still tremendous room for growth. “Our pistachio nuts are in 20 percent of US households,” said Cooper. This means there are still many opportunities to grow.

Despite California rains that reduced this year’s pomegranate harvest by 40 percent, POM Wonderful was happy about the season. Rains cause fresh product to crack, but Wonderful sold more fresh arils as a result. In addition, the company was able to grow its juice category. “We invested heavily in marketing this season and emphasized the health benefits of pomegranate products. As a result, POM’s juice is the fastest-growing juice brand with 20 percent YOY growth. POM’s juice products offer something for everyone, but according to Cooper it is the wellness seekers in particular who buy POM products in a search for health and willingness to change the way they eat and drink. “Millennials tend to be fans of the POM teas,” said Cooper. The company targets its younger customer base through athletic campaigns such as Ninja Warrior, but Cooper acknowledges that the older buyers are most loyal to the POM brand.

For more information:

Adam Cooper

Tel: (+1) 310-966-5700