Brazil's consumption of pistachios has surged, with imports from the United States, the world's leading producer, increasing by 80% in 2024. The USDA has targeted the Brazilian market with promotional campaigns since 2020, contributing to the surge in demand. The boom in US pistachio production, particularly in California, is attributed to the crop's resilience to hot and dry climates and soil salinity, making it more profitable than traditional nuts like almonds and pecans. The tree's long lifespan and high profitability have made pistachios the favorite in the US nut market, with the USDA reporting that Americans account for over 60% of global production.