Chestnuts a Seasonal Favorite

Health-conscious consumers drive demand for this classic holiday nut.

Although not as common as other nuts, chestnuts are a popular choice for those looking to eat healthier. Chestnuts are dense with calories and rich in vitamin C and antioxidants. The low-fat, high-carb nut variety, which cannot be eaten raw, is typically roasted, but also can be boiled or steamed.

According to Yasmin Pacia, chief marketing officer at Trucco Inc., Vineland, NJ, fresh-roasted chestnuts have a warm, mildly sweet, earthy and nutty taste with a soft, creamy texture. “Ready‑to‑eat chestnuts offer a tender, slightly caramelized and buttery profile. They are less oily than other nuts and closer to a bread‑ or yam‑like texture.”

Community Co-op Market LLC in Tallahassee, FL, offers chestnuts from a local supplier.

“They are offered in bulk and displayed packaged on our shelves,” says Hope Galbin, produce manager. “Sales have been steady and pricing has stayed consistent.”

However, this nut type is not a staple in all stores. Chestnuts are not offered at Bexley Natural Market, a not-for-profit cooperative grocery store in Bexley, OH. “We don’t sell chestnuts, because nobody has asked for them,” says Charles Ott, the store’s manager.

According to Robert Schueller, director of public relations at Vernon, CA-based Melissa’s/World Variety Produce, Melissa’s offers three different forms of chestnuts throughout the year; however, it is only the fresh imports from South Korea, China and Italy that are available seasonally between October and December.

“These are highly seasonal; we sell 75% of our chestnuts in the fourth quarter,” he says. “South Korean nuts are less pricey than Italian chestnuts.”

NEW & BEST SELLING

Because chestnuts are mainly sold raw and in bulk in produce departments, these items don’t have the wide range of flavors or varying formats like other nut types. However, 10 years ago, Melissa’s introduced steamed chestnuts in grab-and-go packaging called Organic Chestnut Snax.

“These are sold in a pouch and ready to go,” says Schueller. “The nuts are soft and moist, but also crunchy, so they can be incorporated into a recipe or eaten alone.”

He says bulk chestnuts are the most popular, although stores prefer packaged product.

“East and West coasts and major metro areas in the Midwest, Northeast, Northwest, Southeast and Southwest are our biggest markets,” says Schueller.

Pacia says demand is highest in coastal metro regions with multicultural communities. “In the U.S., the Northeast shows the strongest seasonal interest.”

However, appealing to tradition or convenience could also woo buyers, Pacia adds. “Young, health‑conscious consumers are drawn to ready‑to‑eat presentations due to convenience and clean‑label appeal. Fresh chestnuts remain closely associated with cultural and holiday traditions.”

Torn & Glasser, headquartered in Los Angeles, CA, offers a wide range of nuts, including fresh Italian chestnuts.

“Each type of nut has unique characteristics, and a successful roast depends on maximizing the individual flavor,” says Chris Large, the company’s sales manager. “We sell to multiple retailers, and where they decide to place product is up to them. We use merchandisers for one chain we work with and will partner with store teams to strategically place product in high-volume spaces.”

MARKETING & MERCHANDISING

Marketing and merchandising chestnuts can be challenging when sold in bulk. Fresh chestnuts usually are not sampled, as these products are difficult to work with.

“Typically, the chestnuts are in the seasonal nuts and dried fruit area and, in most cases, and also, displayed next to other seasonal specialty citrus, pomegranates, persimmons, quince and variety citrus, too,” says Schueller.

Large says it has been difficult to increase prices on Torn & Glasser’s products. “For the first time in many years, it was a nightmare to get retailers to take price increases,” says Large. “However, the supply outlook is fantastic.”

He adds that bulk nuts scooped into poly bags have been replaced by colorful packaging preferred by the younger generation.

Pacia says merchandising is most effective when fresh chestnuts are displayed in high-traffic seasonal areas with rustic elements, and ready-to-eat choices are placed near grab-and-go or produce snack sections.

“Side-by-side placement effectively shows the difference between traditional roasting and ready-to-eat convenience,” notes Pacia. “For fresh chestnuts, in-store roasting or warming samples draw shoppers with aroma and nostalgia. Ready-to-eat chestnuts sample well by simply opening a pouch and offering small bites near high-traffic displays. Demos work best at season kickoff shopping periods to encourage immediate purchase.”