Branding Heart of the Desert Pistachios

Heart of the Desert Pistachios

Listen to our featured Ask Those Branding Guys radio show podcast: Heart of the Desert

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing with a New Mexico Pistachio grower.

Joining us on-air were Marianne and George Schweers – Founders of Heart of the Desert Pistachios and Wines. Marianne and George stayed in the Alamogordo area after completing military service. Coming from agricultural roots, they wanted to return to farming and started searching for a crop that would do well in southern New Mexico and the pistachio industry in New Mexico was born in 1974. There are now about six pistachio farms in the region.

At their stores, Heart of the Desert prides themselves on a friendly staff well versed in customer service. All processing of the pistachios is done on the premises and guided tours are available. Marianne shared that today’s consumer is very demanding and a high-quality product is a key component of Heart of the Desert success. They now have four stores around the state as well as distribution channels which enable them to expand their reach across the country.

From a marketing perspective, providing samples is one of the best tools Heart of the Desert has at their disposal. When visitors are able to taste the products, they are more likely to buy.

In 2002 Heart of the Desert expanded to grapes and now has a vineyard as well. The wine is a great complement to the nut crop and diversifies their interests. They partner with Southwest Wines in Deming to assist in managing grape harvest and wine production.

George and Marianne’s branding tip: when you name your business, ensure you are not encroaching on a similar name in the same category. Once your company name is determined, use it on everything.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: Place • Positioning (Bonus) • Product • Promotion • Strategy
Tagged with: Agriculture