With properly roasted pistachios and nougats, Saidi recalls, these were always on the wedding menus and other family events for Persians. These fond memories gave rise to Táche, a line of plant milk and lattes from pistachios. The brand's sales more than doubled last year.
Saidi sees many factors for their growth, and above all, the viral Dubai chocolate bar with creamy pistachio filling may have played a part in shaping this trend. "It's created this zeitgeist around pistachios."
A half a dozen or so vendors displayed their different products related to pistachios, from pistachio oils to baklava, as well as imitations of that Dubai-like pistachio chocolate bar, during the winter session of the Fancy Food Show, held twice a year in Las Vegas.
"Pistachio is one of my top confectionery flavors that span many categories," states Summer Thompson, senior buyer and trend spotter for the Specialty Food Association, which organizes the Fancy Food Shows. "I don't see that growth stopping anytime soon."
Some way beyond the grocery store, the nut has influenced everything from perfumes to interior designs. According to Google Trends, searches for pistachio have doubled in the past year, while a Pinterest trends report shows interest in pistachio butter has risen 240%.
Another reason for the sudden fame of pistachios is the fact that they require less water to be cultivated compared to almonds. According to Scott Fryer, the vice president of global marketing for the American Pistachio Growers, a trade group, this ability could be significant in permitting the extra resiliency the tree would need in a prolonged drought, like is currently going on in California, the primary growing state for pistachios in the U.S.
Pistachio production has increased with more supply over the past few years, but it has varied with the weather and other conditions. The trade group forecasts an increase in U.S. production to about 1.6 billion pounds during the current fiscal year, which is more than three times what was produced ten years back and 40% more than the last season.
"There is a bit of everyday luxury that I think we are tapping into, and the Dubai chocolate trend is helping with that," she says.