APG Ambassador Miss California toured China to promote America’s amazing green nut as part of the third annual APG Miss California China Tour. Joining Miss California were APG grower ambassadors Gary Robinson and Gary Smith along with APG Global Marketing Director Judy Hirigoyen, and APG Marketing Project Manager for Asia Haiying Zhang.
With a mission to promote APG’s commitment to quality, food safety and the health benefits of American pistachios, the tour was filled with in-store appearances, television, newspaper and magazine interviews in the cities of Shanghai, Chongqing and Guangzhou.
At the media conferences held by APG, more than 100 media representatives gathered with cameras flashing to interview Miss California and the growers, who answered questions about farming in the USA. Miss California Crystal Lee, who is Chinese and fluent in both Chinese and Mandarin, explained that as Miss California, pistachios are her official snack because they contain many nutrients essential for healthy skin and hair, as well as vitamins, antioxidants and dietary fiber that help keep her body healthy and fit. Other media events included a TV interview with Miss California on Fun Lifestyle, Guangdong’s national television sports channel.
Retail promotions were held at four supermarkets to directly promote American-quality, California-grown pistachios to Chinese consumers, who got a once-in-a-lifetime opportunity to meet and greet Miss California in person while learning about America’s healthy and nutritious pistachios. Miss California and APG growers spent time with customers who packed the stores and eagerly waited to get their hands on American pistachios as well as an autograph and photo with Miss California. The in-store promotions resulted in a 300 to 400 percent increase in sales of APG member’s pistachios.