Pistachio cultivation revives in Provence due to Dubai chocolate craze

The global price of pistachios has surged due to the popularity of Dubai-style pistachio chocolate, prompting a revival of pistachio cultivation in France. Olivier Baussan, founder of L'Occitane, is leading the effort in Provence. Baussan is replanting pistachio trees and opening boutiques selling pistachio-based products, including chocolate. This surge in demand is fueled by social media trends, with the price of pistachios increasing significantly due to a viral chocolate trend. This initiative aims to provide farmers with climate-resilient crops and offer high-quality pistachios, rather than competing with large-scale producers. Baussan plans to open more boutiques, offering various pistachio products.