Reigning NFL MVP Josh Allen may be doing sufficiently well with the Buffalo Bills, but he hasn’t forgotten his family business back in Firebaugh, California, either. Growing up as the fourth-generation farmer, the California native’s childhood was filled with two tasks: play any sport you could and help your father, Joel, in the 2,000-acre farm that grew cotton, wheat, and cantaloupes. But previously, the number one QB in EssentiallySports’ recent ranking announced a new crop to the fold – and his favorite go-to snack – Pistachio. And this year, the Allens finally reached a milestone worth sharing.

Joining Mark Sanchez on the NFL on Fox’s Rearview, Allen talked about his family’s farming business. “We actually harvested our first crop this year, which is really awesome,” he said. “It’s kind of a monumental moment. It takes about five years to produce, but we are in our fourth year, so we did get a little bit out of it. That orchard is looking fantastic.”

The Allen Family Farm is located in a rural town of over 8,000 in the Central Valley. The fertile soils of this valley, reaching 18,000 square miles from the Coast Ranges to the Sierra Nevada, yield over half of America’s fruits, vegetables, and nuts. In fact, according to the American Pistachio Growers, California produces 99 percent of the country’s pistachio crop. Already, Joel had planted some pistachio crops in their land. But in 2023, Allen revealed that he wanted at least 1000 acres devoted to pistachios alone. Following the success, Allen mentioned that the project already has a life of its own.

“We’ve obviously planted a few more plots after that in the subsequent years,” he said. “I partnered with Wonderful Pistachios, too. They’re in my hometown of Firebaugh, California. They’re doing a lot of good work for the community, too. So, it was really cool. And I think we got a commercial or two coming out, I think I want to say Sunday night. So, we got some good stuff coming.’’

In July, Allen announced a partnership with Wonderful Pistachios, which recently crossed its $1B sales milestone, to return to his agricultural roots. Now, he is also going to kickstart ‘The Don’t Hold Back’ campaign. According to The Wonderful Agency, Allen will appear in television commercials, digital videos, and in-store displays across the country this fall during the NFL season. As per Michael Perdiago, President of The Wonderful Agency, 1 in 3 consumers of their brand snack while watching sports. Allen commented previously that pistachios are a “protein-forward snack” that aligns with his athletic nutrition goals. So, the branding not only aims at health-conscious consumers but also at sports fans. But the most meaningful part of the project is off the farm.

With this partnership, Allen is also creating a college scholarship fund for high school seniors in the Central Valley. The fund will focus on supporting students from agricultural communities. Named the “Josh Allen Scholarship,” the program will support first-generation students, providing help with college applications and up to $12,000 over four years. More details on the campaign and scholarship will be released soon. Wonderful is already investing in community programs like Wonderful Education, which supports schools and students throughout the region. Bringing in Allen, who came from the same background to eventually rise into one of the top quarterbacks in the NFL, this campaign will only get more boost.

This is not the kind of side hustle the multi-time Pro Bowl quarterback achieved in one night. Allen, on the Like a Farmer podcast, back in 2023, discussed his agricultural dreams. Two years later, Allen’s dream came to fruition. According to Business Research Insights, the Pistachio market size is expected to reach USD 14.37 billion by 2033, growing at a CAGR of 4.8% from 2025 to 2033.

It is an astronomical side hustle sourced from his $330 million/ 6-year NFL deal. It’s not nearly that trivial for Allen, though. It’s about sustaining his family tradition, remaining anchored to the community, and creating something that lasts long after the football. Some media outlets also suggest his farming operations generate significant annual revenue, for example, a claim of about $6.5 million a year has been circulated, though the figure is not confirmed. Yet farming is just one chapter of Allen’s growing business portfolio.

Josh Allen’s new partnership

The Bills’ franchise QB is teaming up with Pizza Hut in a new partnership endorsed by Yum! Brands. The $42.51 billion company that owns KFC, Taco Bell, Pizza Hut, and Habit Burger Grill, and operates in more than 150 countries. The partnership brings Allen to one of the fastest-growing fast food brands globally, with Pizza Hut being one of the leading brands within Yum’s multi-brand strategy approach of consumer choice and global availability.

Allen partnered with Pizza Hut during National Pizza Month in October to help promote the re-launch of one of the restaurant chain’s leading menu combinations: the Big Dinner Box. “Announced today, Pizza Hut is going big this National Pizza Month, putting a spotlight on one of its best mealtime values returning to its menu: the Big Dinner Box,” Pizza Hut said in a statement on October 1. “To celebrate its return, Pizza Hut teamed up with pro quarterback Josh Allen and Pepsi on its new campaign.’’

Pizza Hut has a national promotion running with Josh Allen as the centerpiece. For $19.99, two medium one-topping pizzas, five breadsticks, and eight boneless wings are included for fans. Allen fronts the promotion in his relaxed, tongue-in-cheek personality, greeting fans cordially. The campaign also includes a promotion where customers using the code “PEPSISETHUT” can get a 2-liter Pepsi for $2. Additionally, Pizza Hut is launching a “Hijack the Hut” program tied to the campaign, running through the football season.

For the Bills faithful, Allen’s off-field and on-field wins just continue to add up. Off the field, he’s a pistachio farmer and Pizza Hut spokesperson. On the field, his play is making Buffalo one of the league’s elite. Through Week 5, the Bills are No. 2 in the NFL power rankings, behind only the unbeaten Philadelphia Eagles.