Branding and the Myth of Sicilian Pistachios

Many people -even seasoned gelato makers- don't realize that 'Sicilian pistachios' are a myth and there is so little supply that they can't be truly using 'Sicilian pistachio paste' in their ice cream. In other words, in this blog, I want to share with you how I discovered that 'brands' can sometimes be deceiving...

Creating a successful 'brand' is the  Holy Grail of Marketing. Before embarking on my PhD, I never realized so much could be written on a such a seemingly mundane topic. Some academics have devoted their lives on deciphering endless dimensions of branding such as brand equity, brand promise, brand identity, brand revitalization, brand personality, brand image, brand attitude, brand awareness, brand dilution.....the list is endless, seriously !!!

We are surrounded by brands, they are ingrained in our lives so much so that we don't even give them a second thought.  Something like gravity or our world orbiting the sun.  It is serious business though ! Google, one of the most valuable brands in the world, is estimated to be worth $44.3 billion according to CNBC.  No wonder why Sergei Brin always looks so smug...anyway, let's move on

We are, as WhyNut, in the business of supplying food lovers, fine food producers with great tasting nuts and pastes from Turkey. We specialise in pistachios and hazelnuts, because Turkey is one of the biggest and tastiest producers of these nuts (1st in the world for hazelnuts, and 3rd in the word for pistachios after USA, and Iran)

Layers of the Pistachio Fruit - From Soft Shell to Peeled Green Kernel

When I started the company back in 2010, I didn't know much about the nut industry...It is amazing how you get into it, you learn sooo much.  Such as origins, import regulations, hazardous fungi, food safety, certifications, prices, logistics, supply chain, etc. etc. and BRANDS !!! Like the 'Sicilian pistachios', 'Marcona almonds', 'Piedmont hazelnuts'. If you want to reflect an image of premium quality, you need to definitely be in the know and be using such branded nuts - at premium prices.

However, the reality is, in most cases, 'perceptions' become reality and it is impossible to trace the products to their true origins.  For example, in the case of 'Sicilian pistachios', I have come to the conclusion that, no matter what the origin is -usually Turkey, Iran, Middle East- all pistachios PROCESSED in Italy are called 'Sicilian Pistachios'. Even Italian industry experts whom I met at the Ice Cream fair in Harrogate back in November were saying the same thing - Bronte, -in Sicily where the pistachios are cultivated-  is a tiny island of  96 square miles and the pistachios grown there literally are consumed by the locals.

Map of Sicily,tiny Bronte is just where Mount Etna is

Don't get me wrong, I believe like many lucky Mediterranean countries, Italy is the home of very fine food indeed, and I have been fortunate to travel there several times (Tuscany, Amalfi Coast, Rome) and would love to go there again and enjoy the tastes, smells and the sights...

So next time you think you are munching on a delicacy claimed to be made by 'Sicilian pistachio' or 'Piedmont hazelnut', THINK ABOUT TURKEY, THINK ABOUT US :)