Wonderful Pistachios Extends Josh Allen Partnership with Limited-Edition Packaging, Scholarship Program

Wonderful Pistachios is expanding its partnership with NFL quarterback Josh Allen for a second year, launching limited-edition packaging, new national advertising and a renewed scholarship program tied to Allen’s California farming roots.

The new Josh Allen packaging will appear on 16-ounce bags of Wonderful Pistachios Roasted & Salted In-Shell Pistachios. The limited-edition product will be available at select retailers including Wegmans and Tops, as well as Amazon and Buffalo’s Highmark Stadium, while supplies last.

Allen will also appear in grocery stores nationwide through displays and point-of-sale materials as Wonderful Pistachios looks to capitalize on football season, one of the category’s strongest snacking occasions.

“Plenty of athletes have their faces on products, but how many can say their family actually grows what’s inside the bag?” said Diana Salsa, vice president of marketing for Wonderful Pistachios. “Josh is not only an MVP on the field, he’s our Wonderful Pistachios’ Most Valuable Partner too, bringing a hometown connection to our brand.”

That connection is a key part of the partnership. Allen was born and raised in California’s Central Valley and comes from a fourth-generation farming family whose pistachio orchards help supply Wonderful Pistachios.

“Farming and football both require passion, persistence and dedication,” Allen said. “You have to show up every day, trust the process, and keep pushing forward. From the farm to the field, pistachios are part of my roots, and I’m proud to share that story with fans.”

The partnership also includes renewal of the Josh Allen Scholarship program for a second year. The initiative supports first-generation college students from Allen’s hometown of Firebaugh, Calif., and builds on The Wonderful Company’s broader investments in education throughout the Central Valley.

Students accepted into the program receive assistance with college applications and up to $12,000 over four years of college. Nearly 40 high school seniors were accepted during the scholarship’s inaugural year.

Wonderful Pistachios will also debut a new national advertising campaign on Oct. 12 that emphasizes Allen’s background as a California farmer. The campaign follows his 2025 appearances in the brand’s “The Don’t Hold Back Snack” advertising series.

The expanded partnership gives Wonderful Pistachios a way to connect sports, snacking and agriculture while strengthening its retail presence during football season. For shoppers, the limited-edition packaging adds a collectible element, while the campaign gives the brand an authentic connection to the grower story behind the product.