This upcoming football season viewers and shoppers may see a most valuable player driving pistachios.

Wonderful Pistachios on Thursday announced a partnership with Buffalo Bills Quarterback Josh Allen to help sell the nut, according to a news release from the grower and processor.

The reigning MVP will be featured in the company’s national advertising campaign beginning in the fall, promoting the health benefits of the snack.

“Agriculture has always been part of my life on our family farm, and pistachios have been a smart, protein-forward snack to fuel my training,” Allen said in a statement. “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.”

He’s a Firebaugh Native and a Fourth-Generation Farmer

A Firebaugh native and a fourth-generation farmer, Allen said he knows the role pistachios play in healthy, active lifestyles. His family grows pistachios for the company. The ad campaign will span television, digital, and social media platforms.

“This partnership marks a homegrown alliance that starts where both our stories began, in the Central Valley of California, which grows 95% of the pistachios in America,” said Andy Anzaldo, leads grower relations at Wonderful Pistachio and chief operating officer for The Wonderful Company. “Josh’s authenticity, work ethic, and deep ties to pistachio farming make him a true ambassador for our brand. Together, we’re investing in the future of the region we both proudly call home.”