Josh Allen and Wonderful Pistachios have joined forces as part of the "Don't Hold Back Snack" campaign that will have the NFL quarterback and Valley native star in an advertising campaign this football season. Photo illustration by Cecilia Lopez

Wonderful Pistachios announced Thursday the launch of a partnership with Buffalo Bills star quarterback and pistachio farmer Josh Allen featuring the Valley native as part of Wonderful’s recently launched “Don’t Hold Back Snack” campaign.

A native of Firebaugh, Allen is part of a four-generation farming family that is among Wonderful Pistachio’s more than 1,000 grower partners. 

In a statement announcing the partnership, Allen said the brand aligns with his farming background — and he enjoys pistachios as a snack during training.

“Partnering with Wonderful Pistachios feels like coming full circle. We’re both built on strong roots, and I’m excited to help spotlight a product that’s as real and hardworking as the people in California’s Central Valley, ” Allen said.  

The Central Valley is responsible for 95% of the pistachios grown in the U.S.

Allen will be featured in a national advertising campaign this fall coinciding with the start of football season, including comedic commercials that will be featured on TV, digital and social media platforms.

The collaboration is also philanthropic. Wonderful Pistachios and Allen are also establishing a college scholarship fund for Central Valley high school students.

Details about the scholarship will be revealed this fall.

“We’re thrilled to welcome Josh Allen to the Wonderful Pistachios family, and work together to inspire healthier snacking,” said Michael Perdigao, president of The Wonderful Agency. “One in three people who snack on Wonderful Pistachios do so while watching sports, with football being the most popular, making this partnership a real touchdown.”