Pistakio: Who Needs Peanuts!
Francine Voit is the Co-Founder and Creative Director of Pistakio, a Portland-based company on a mission to reimagine the way we enjoy pistachios. With a background in culinary arts and a deep love for pistachios sparked during her time in Italy, Francine brings a creative and flavorful vision to the brand. Alongside co-founder Nico, she has transformed a simple market booth idea into a growing business dedicated to crafting versatile, nutrient-rich pistachio spreads that make this overlooked nut easier—and more delicious—than ever to enjoy. DeliveryRank features an exclusive interview.
Pistakio began as a college project and has since grown into a nationally recognized brand. Can you share more about the key decisions and turning points that helped drive that evolution? What were some of the most significant challenges you faced during that transition, and how did you overcome them?
From the very beginning, I was focused on creating the perfect product—something ready, refined, and market-ready from the start. But in hindsight, one of the smartest things we did was to launch the first version of Pistakio and let our customers guide its evolution. We paid close attention to their feedback—what they liked, what needed improvement—and allowed the product to grow organically through several iterations. It probably took three or four major refinements before it truly started to take shape. Even now, every time we print a new label, it’s different, because we’re constantly listening and adjusting based on what we hear.
One of the key reasons we were able to build national recognition was through social media. It gave us a platform to reach large, diverse audiences we wouldn’t have otherwise accessed. But we also grew by being intentional about placing our product in small, independently owned shops across the country. These shop owners loved our spreads and started spreading the word themselves. In a way, each store became a little billboard for us. When someone saw a viral post online and then spotted our jars in a nearby shop, it created a sense of familiarity and trust. That repetition—seeing the product online and then again in real life—was essential in building the brand awareness we were striving for.
You both have strong connections to Italy. How has your cultural heritage influenced the development of Pistakio’s products and overall brand identity? In what ways do Italian culinary traditions play a role in what you create?
From the beginning, I envisioned something cleaner and more refined—something deeply rooted in my understanding of Italian food and culture, which is quite different from what’s often seen as “Italian” in New York or across the U.S. In Italy, food is about simplicity and reverence for the ingredient—one element should take center stage and truly shine. That philosophy shaped everything we did with Pistakio. From the start, we knew we wanted our product to taste purely and unmistakably like pistachios—nothing more, nothing less.
When we first created our savory pistachio spread, the goal was neutrality, allowing the pistachio to speak for itself. Later, when we pivoted to a sweet version, we intentionally avoided using olive oil—even though that might surprise some—because its strong flavor would compete with the pistachio. We were committed to letting that one ingredient be the star. Even in our crunchy variety, we chose quinoa puffs for their neutral taste, which complemented and elevated the pistachio without overshadowing it.
Our branding, too, is an extension of this vision. It draws from Italian aesthetics—more relaxed, a little rustic, like a stroll through a village market. The entire brand identity is rooted in dolce di vivere, the Italian way of savoring life: enjoying good food, cherishing community, and gathering around the table with the people you love.
Bringing a new food product to market often involves unexpected obstacles. What kinds of production or sourcing challenges did Pistakio encounter along the way, and what strategies or insights helped you resolve them?
When we first launched, we chose to package our spread in glass jars. It felt like the natural choice—elevated, premium, and in line with what we saw from other high-end food brands. For about six months, we did everything we could to make it work. But the reality was difficult: jars broke during shipping, seals failed and caused leaks, and the overall production process was slow and expensive. Despite the setbacks, we were stubborn—we believed glass was the right decision.
Eventually, though, we had to be honest with ourselves. It wasn’t sustainable. Switching to plastic turned out to be one of the best decisions we ever made. It allowed us to scale production, reduce costs, and lower our price point for customers—aligning more closely with our mission to make pistachios more approachable and accessible. At first, we were worried about how people would react, so we asked. We put out a survey and around 95% of respondents said they’d prefer a lower price over glass packaging. That clarity made the transition feel right—it wasn’t just practical, it was aligned with what our community wanted.
Building a brand is about more than just great products—it also means connecting with your audience. How has Pistakio worked to create a sense of community and loyalty among customers? Are there specific initiatives or feedback from customers that have particularly impacted your approach?
Customer feedback has shaped everything we’ve done—it’s truly been a community-driven brand from day one. Even before we had a product to sell, we were posting about pistachios, knowing that anyone who loved them as much as we did would naturally be drawn in. That early engagement helped us build a niche, almost cult-like following around the nut itself. We shared everything—from our first label designs to rough versions of our website—so our audience could feel like they were building this with us, not just observing from the outside. That sense of inclusion has been at the heart of our brand. People weren’t just watching a polished corporate campaign; they were part of something growing, evolving, and real.
What’s next for Pistakio? Are there plans for new products, flavors, or market expansion on the horizon?
Yes, we definitely have some exciting things in the pipeline. We’re planning to launch a new pistachio spread—though I can’t share too many details yet, it’s looking like it’ll be ready by late July. We’re also developing a more snackable, grab-and-go product that’s likely to drop around the holiday season, maybe September or October. We’re especially excited about this one because it really taps into current trends in snacking and pistachio-based foods. On top of that, we’re working on a few collaborations with like-minded brands—think limited-edition spice spreads, stuffed cookies, and more. As for availability, we’re primarily in the U.S. right now, though we do have products in a couple of small independent stores abroad, including one in Kuwait. That said, it’s more due to those stores choosing to import us than an official international expansion—at least for now.
If you would like to find out more about Pistakio, please visit https://pistakio.co/