About American Pecan Council
The American Pecan Council (APC) is a federally recognized non-profit organization that represents pecan growers, shellers, and industry stakeholders across the United States. Established in 2016 under the U.S. Department of Agriculture (USDA), APC aims to promote, research, and regulate the pecan industry, ensuring its sustainable growth and increased market reach.
With a focus on marketing, education, and research, the council works to enhance consumer awareness, develop international markets, and advocate for policies beneficial to pecan producers. The APC operates as part of the Federal Marketing Order for Pecans (FMO 986), governing industry practices and funding initiatives through industry assessments.
Core Business and Objectives
The American Pecan Council serves as the central governing and promotional body for the U.S. pecan industry, supporting farmers and businesses in their efforts to enhance pecan consumption and trade. The organization's key functions include:
- Promoting Pecans: Running consumer marketing campaigns to boost domestic and international demand for pecans.
- Industry Research: Funding scientific studies on pecan health benefits, agricultural best practices, and market trends.
- Quality Standards & Compliance: Ensuring product quality through grading standards and sustainability initiatives.
- Trade and Market Expansion: Facilitating export growth and representing pecans in global trade negotiations.
APC also collaborates with USDA, FDA, and international trade organizations to maintain pecan industry regulations and certifications.
U.S. Pecan Industry Overview
The United States is the largest pecan producer globally, accounting for nearly 80% of the world's commercial pecan production. Pecans are cultivated across 15 states, including Georgia, Texas, New Mexico, Arizona, Oklahoma, and Louisiana.
- Annual U.S. pecan production: Ranges between 250 to 300 million pounds.
- Top producing states:
- Georgia (~88 million pounds annually)
- Texas (~44 million pounds annually)
- New Mexico (~77 million pounds annually)
- Export destinations: China, Canada, the European Union, Mexico, and South Korea.
The pecan industry contributes over $500 million annually to the U.S. economy through domestic sales and exports.
Financial & Trade Data
The American Pecan Council supports industry financial growth through marketing and export initiatives. The U.S. pecan export market has seen significant growth, with key data points including:
- Total pecan exports (2022-2023 season): 125+ million pounds.
- Top export markets:
- China: Over 30 million pounds annually (despite tariff fluctuations).
- Mexico: Increasing demand, with imports exceeding 20 million pounds.
- European Union: Nearly 15% of total exports.
- U.S. pecan industry valuation: Estimated at $800 million to $1 billion annually.
- Pecan domestic consumption: 0.4 lbs per capita, growing due to health-based marketing initiatives.
Health Benefits & Market Positioning
Pecans are marketed as a nutrient-dense superfood, and APC's health-focused campaigns emphasize their benefits:
- Rich in healthy fats: Over 70% monounsaturated fats, aiding heart health.
- High in antioxidants: Among the top-ranked nuts for antioxidant content.
- Packed with vitamins and minerals: Including vitamin E, magnesium, and zinc.
- Supports brain function and heart health: Backed by USDA and FDA research.
The American Pecans™ brand, developed by APC, positions pecans as a premium health food, differentiating them from other nuts like almonds and walnuts.
Certifications & Compliance
The American Pecan Council ensures industry compliance with U.S. and international quality standards:
- USDA Pecan Grading Standards (for size, color, and kernel quality).
- Federal Marketing Order 986 (FMO 986) compliance.
- FDA Food Safety Modernization Act (FSMA) adherence.
- HACCP and Good Agricultural Practices (GAP) Certification for exports.
- Organic & Non-GMO Certifications (for qualifying growers).
These certifications ensure that American-grown pecans meet high food safety and export standards, strengthening global trade partnerships.
APC’s Marketing & Promotional Initiatives
APC invests in multi-channel marketing strategies to drive pecan awareness:
- Consumer digital campaigns: Engaging millions through social media, influencer collaborations, and digital advertising.
- Retail partnerships: Collaborations with Whole Foods, Walmart, and specialty grocers.
- Export promotion: Trade shows and international pecan expos, including partnerships with USDA Foreign Agricultural Service (FAS).
- Health research sponsorships: Partnering with universities and research institutions to promote scientific studies on pecan benefits.
One of APC’s most successful campaigns, "The Original Supernut", has significantly increased consumer engagement and pecan demand.
Shipment & Trade Data
The APC tracks pecan shipments through export and domestic trade data. Key figures:
- Total pecan shipments (2022-2023): Over 250 million pounds.
- Top export destinations:
- China: 30 million+ lbs/year.
- Mexico: 20+ million lbs/year.
- Europe (Germany, UK, Spain): Increasing demand.
- Peak export periods: Q4 (holiday season) and Q2 (summer demand in international markets).
APC works with USDA and U.S. pecan exporters to navigate trade tariffs, logistics challenges, and market access issues.
Customer & Industry Testimonials
- “American Pecans™ has redefined the way we market pecans to consumers worldwide. With strong nutritional claims and premium branding, demand has surged.” – Leading U.S. pecan exporter.
- “APC’s marketing and research efforts have provided a much-needed boost to pecan farmers, making American pecans a recognized superfood.” – Texas Pecan Growers Association.
- “APC’s work with the USDA on trade policy has opened doors for pecan exports, particularly in Asia and Europe.” – U.S. Pecan Trade Analyst.
Key Achievements
- Increased U.S. pecan exports by 15% in 5 years, despite tariff challenges.
- Developed "American Pecans™" branding, leading to higher consumer engagement.
- Launched multimillion-dollar digital marketing campaigns, reaching millions of consumers globally.
- Secured USDA funding for pecan research and trade promotion.
- Helped establish a consistent pecan grading system, ensuring export quality.
Future Outlook
The American Pecan Council continues to focus on:
- Expanding global markets, with increased outreach in India, the Middle East, and Latin America.
- Sustainability initiatives, including water-efficient farming practices.
- Greater consumer education efforts, highlighting pecan health benefits.
- Investment in research, particularly in pecan genetics and climate adaptation.
The U.S. pecan industry is poised for long-term growth, with rising global demand, increased consumer awareness, and strong backing from APC’s promotional and trade initiatives.
