NFL Star Josh Allen Just Made a Huge Move with Wonderful Pistachios—And It’s a Win for California Growers

Buffalo Bills quarterback and Central Valley native returns to his ag roots in a national campaign blending NFL star power with California-grown authenticity

A California Grower Goes Prime Time

Josh Allen, the Buffalo Bills' MVP quarterback and proud Central Valley native, is putting California agriculture on the national stage through a newly announced partnership with Wonderful Pistachios, the nation's leading pistachio brand. The campaign not only promotes pistachios as a high-performance snack but highlights Allen’s deep farming roots in Firebaugh, California.

In the official press release from The Wonderful Company, Allen said:

“Agriculture has always been a huge part of my life. Growing up on my family’s farm, I learned the value of hard work and the importance of fueling my body with the right foods—pistachios have always been one of my go-to snacks, especially as an athlete.”

Fall Ad Campaign: “The Don’t Hold Back Snack”

The national ad campaign, set to launch this fall during the NFL season, will feature Allen as the face of the “Don’t Hold Back Snack” message—a branding effort aimed at health-conscious consumers and sports fans alike. According to The Wonderful Agency, Allen will appear in television commercials, digital videos, and in-store displays across the country.

Michael Perdigao, president of The Wonderful Agency, added:

“One in three Wonderful Pistachios consumers snack while watching sports, so partnering with Josh is a natural win. He’s the perfect example of a modern athlete who values performance, health—and his ag roots.”

 A True Central Valley Collaboration

What makes this partnership unique isn’t just Allen’s fame—it’s his authenticity. His family farm has supplied pistachios to Wonderful for years, making this endorsement a full-circle moment between grower and brand.

Allen isn’t a celebrity spokesperson for hire—he’s a fourth-generation California farmer who understands the industry from the inside out. That genuine connection is what makes this collaboration especially meaningful for ag communities.

Andy Anzaldo, chief operating officer of grower relations for Wonderful Pistachios, emphasized this in a company statement:

“Josh’s farming background, strong work ethic, and powerful reach make him an incredible ambassador for our brand and industry.”

Scholarships for the Valley’s Next Generation

As part of the partnership, Allen and Wonderful are also creating a college scholarship fund for high school seniors in the Central Valley. While the details will be released closer to the end of the year, the fund will focus on supporting students from ag communities—those who, like Allen, grew up understanding the demands of rural life.

The effort ties back into Wonderful’s ongoing investment in community programs like Wonderful Education, which supports schools and students throughout the region.

Pistachios, Sports & Strategic Partnerships

For the California ag industry, especially nut growers, this partnership is more than a celebrity endorsement. It’s a rare moment when a national media campaign is driven by someone who has actually lived the ag lifestyle—someone who understands the water challenges, labor issues, and generational pressures that shape farming in the Central Valley.

California produces 99% of the U.S. pistachio supply, according to the American Pistachio Growers, and having a globally recognized athlete elevate the crop on national platforms could strengthen market awareness and consumer demand.

A Win for California Agriculture

In an era where so many athlete endorsements feel surface-level, this partnership breaks the mold. Allen’s Central Valley upbringing, agricultural lineage, and continued investment in his hometown roots bring real substance to a campaign that could have otherwise been just another flashy NFL tie-in.

Whether you’re tuning in for the football or the farming, one thing’s for sure—Josh Allen isn’t just repping California ag. He’s leading the charge.