PSL Cashew set to penetrate New York market

The deal is coming on the heels of PSL Cashew's showcase at Anuga 2023, which helped to attract global attention to the Vietnamese company, known for its high quality and full traceability.

PSL Cashew's CEO John Azar (3rd from L) and businesses’ representatives at Anuga trade fair. Photo courtesy of PSL Cashew

Conquering New York market

Vietnam has been one of the global leaders in cashew production and one of the world's largest exporters of cashew kernels, with an export value of US$3.08 billion in 2022, accounting for 80% of the global production, but the journey into the demanding New York market has been a challenging one.

The New York market is renowned for its discerning consumers and fierce competition, often proving formidable to newcomers.

PSL Cashew is on the verge of bringing snacking products to the competitive American market, specifically New York, which is a testament to their commitment to delivering premium quality.

Their meticulous selection of the finest cashews from regions across Africa, Vietnam, and Cambodia places them at the forefront of the Vietnamese cashew industry.

The brand tracks cashews from the farms to the plates by growing an 1,800-hectare cashew farm in Cambodia and operating two factories in Binh Phuoc in southern Vietnam. It directly sources raw cashews from farmers.

PSL Cashew has storage facilities with nearly 70,000 tons of goods spread across three African countries: Tanzania, Nigeria, and Ivory Coast.

Director of the New York partner said: "The New York market is a very sustainability-focused market that appreciates finer things. That's why we chose to partner with PSL Cashew because they are one of the few that can offer this combination of elements to the New York consumers who are spoiled for choice."

This move would represent the first major breakthrough for a Vietnamese cashew company in a market known for its discerning tastes and high standards.

Setting new standards

PSL Cashew's commitment to full traceability is a well-known success. This commitment aligns with the ethical and sustainable standards demanded by the New York market, raising the bar for the entire industry.

PSL Cashew products at the international trade fair Anuga 2023. Photo courtesy of PSL Cashew

An industry milestones

PSL Cashew's presence in the challenging New York market will not be just a personal triumph but a milestone for the Vietnamese cashew industry. It showcases the potential of Vietnamese cashews to compete globally and sets an example of excellence in quality and ethical sourcing.

PSL Cashew in negotiation with distributors at the Anuga 2023. Photo courtesy of PSL Cashew

PSL Cashew's journey to the New York market is a pivotal moment for the Vietnamese cashew industry.
It ushers in a new era for Vietnamese cashews, one that is marked by premium quality, ethical sourcing, and the pursuit of excellence. It sets the tone for the cashew industry, inspiring Vietnamese businesses to aim higher and reach new standards of quality and sustainability on the global market. Click here for more information.