A PROFIT-MAKING NUT.

The California Pistachio Commission, Fresno, Calif., is helping to spread the word that California pistachios are not only "the snack food that's not a junk food," but also the number one profit nut. How can that be? The little-known pistachio out sells the famous peanut? According to the California Pistachio Commission, the nut sells well due to its impulse-purchase appeal and high profit margin. In fact, research shows that when prominently displayed, pistachio sales increase anywhere from 100 to 270 percent. That is the driving force behind the CPC's point-of-sale marketing campaign that features free in-store display bins designed to get pistachios noticed by consumers.

Research involving three supermarket chains in the northeast, southeast and western U.S. shows dramatic increases in pistachio sales even in non-traditional nut-selling season when the produce is properly displayed. At regular retail price, all three participating chains saw sales increases of more than 100 percent, while one chain saw a 270 percent increase in the month of April.

This is proof positive that point-of-sale marketing really does work. Who knew pistachios were so appealing?

INCREASED SALES WITH PISTACHIO DISPLAYS

Northeast     102%
Southeast     188%
West          270%

Source: U.S. Marketing Services, April 1997

Note: Table made from bar graph.