Setton Pistachio has unveiled a new line of Dry Roasted Chili & Lime Pistachios in partnership with Tajin. Photo contributed

Setton Pistachio of Terra Bella, Inc. has announced a new partnership with Mexican-owned spice company Tajín, introducing a new chili-and-lime-seasoned pistachio to its product line.

Setton, the nation’s second-largest pistachio grower and processor, and Tajín, the nation’s leading chili powder brand, will combine the flavors of chili peppers, lime and sea salt with locally-grown, shelled pistachios. The new product is now available nationwide in stores and online.

“Our partnership with Tajín inspired us to take our premium pistachios to the next level as Tajín has boosted produce sales by 46% when displayed together,” said Joseph Setton, executive vice president of Setton Farms, in a news release. “Our team has worked hard to get the right balance of Tajín’s flavor without overpowering the delicate taste of our premium quality pistachios.”

 

The popularity of Tajín has grown both in Mexico and the U.S., which prompted the opening of a 161, 458 square-foot research and processing facility in Jalisco, Mexico, in 2022 that boosted the company’s production capacity by 80%.

“The global consumption of chili peppers and chili-based products shows no signs of letting up,” said Javier Leyva, director of Tajín U.S., in a news release announcing the new facility. “Currently, the U.S. is our biggest market outside of Mexico and represents 50 percent of our global sales. With Tajin’s presence in more than 65 countries and expanding, our multi-million-dollar investment will allow us to meet this growing demand and increase our global footprint.”

Founded in 1985, Tajín has a presence in more than 65 countries around the world. In 1993, Tajín began exporting to the U.S. for the first time, establishing a market hub in Houston, Texas. The brand arrived in the Central American and European markets in 2006.