California Ag Network

Tag: ABC

  • Almond Board Retains Search Firm to Aid 2023 CEO Transition

    The Almond Board of California retained Russell Reynolds Associates, a leading global executive search and leadership advisory firm, as the exclusive search firm to aid the transition to a new president and CEO. Current President and CEO Richard Waycott informed the Almond Board of California (ABC) Board of Directors that after 21 years he plans to step away from his ABC responsibilities at the end of 2023 to pursue other interests.

    An ABC search committee led by Board Chair Alexi Rodriguez retained Russell Reynolds Associates to help in the national CEO search. The firm has more than 50 years of experience working with public, private and nonprofit organizations in the U.S. and around the globe. Individuals interested in applying are invited to submit a curriculum vitae and brief explanation of interest in electronic form to almondboard@russellreynolds.com. Inquiries and nominations should also be sent to that email address.

    “This is an exceptional leadership opportunity for the right executive to serve the more than 7,600 growers and 100-plus handlers who have made almonds one of California’s largest crops,” Rodriguez said. “We are excited to see where our search will lead.”

    About the Almond Board of California

    California almonds make life better by what we grow and how we grow. The Almond Board of California promotes natural, wholesome and quality almonds through leadership in strategic market development, innovative research and accelerated adoption of industry best practices on behalf of the more than 7,600 almond farmers and processors in California, most of whom are multi-generational family operations. The Almond Board of California is a non-profit organization that administers a grower-enacted Federal Marketing Order under the supervision of the U.S. Department of Agriculture. It was established in 1950 and is based in Modesto, CA. For more about the Almond Board or California almonds, visit Almonds.com.

  • Almond Board Announces 2023 Almond Leadership Class

    The Almond Board of California (ABC) is proud to announce the Almond Leadership Program class of 2023, a group of 18 exceptional professionals expected to help lead the industry into the future.

    This next generation of leaders was chosen from nearly 50 highly qualified applicants. They come from diverse backgrounds across the full range of the industry, and include growers and processors, sales and real estate representatives, consultants, pest control advisors and more.

    The Almond Leadership Program (ALP) began in 2009 and has graduated more than 200 industry members. Dozens now serve on ABC workgroups, committees and even the Board of Directors.

    “The industry is seeing the enormous benefits from more than a decade of the leadership program, and while we seem to say this every year, this 2023 class is simply outstanding,” said Rebecca Bailey, the ABC specialist who oversees ALP. “This program helps great people become great leaders. It’s clear that these talented, passionate people will continue to be great assets and advocates for our industry for years.”

    Members of this 14th class – while still working at their jobs – will be immersed in every aspect of the industry, including ABC activities in global marketing, production, nutrition research, food safety and more. They’ll sharpen their communication skills and build lasting relationships with industry leaders, ABC staff and each other.

    “I’m honored to be joining a group of industry leaders who will be taking both the almond industry and the agriculture community into the future,” said 2023 participant Diane Power, a sixth generation California farmer and sales associate in Modesto with Pearson Realty. “I look forward to all the experiences and opportunities we will have to learn about the almond industry, and to the many relationships we will form through this year.”

    Class members will be guided by volunteer mentors – many of them ALP graduates – who will help them develop the skills, knowledge and perspective to improve their industry and their communities.

    “We all play unique roles in the almond industry,” said 2023 class member Megan Chicoine, the general manager ofU.S. operational support for Manulife Investment Management in Redding. “As young emerging leaders, we have the ability to make significant impacts by actively participating in our industry.”

    The leadership program will also offer class members thorough looks at the impacts on the industry of social, economic and environmental issues and the regulatory climate. In addition, participants will take on a yearlong, self-directed project focused on improving the California almond industry. Some past projects have led to important breakthroughs for the industry.

    Leadership class members kicked off their training with a two-day orientation a week ago at the ABC offices in Modesto, which included one-on-one talks with their mentors.

    “The one thing everyone has in common is they love agriculture,” said mentor Chandler Wilson, a technical sales rep for NutriAg USA. “We all want to be better. The mentors believe in the program and many have been through it. We’re eager to give back to the industry and these new leaders. We’ll share our experiences in and out of ALP, and together, we’ll all learn and grow as individuals and professionals through the whole process.”

    Once again, class members will raise money for California FFA, pledging to raise more than $25,000 in scholarships for high school students interested in pursuing agriculture in college. Through the years, ALP has raised more than $225,000 for FFA.

    The 2023 Almond Leadership class members are Alana Ambrosino, Ripon Manufacturing Company, Inc.; James Broaddus, BASF Agricultural Solutions; Destiny Camden, BeeHero Inc; Chris Chavez, ofi; Megan Chicoine, Manulife Investment Management; Lincoln Denlinger, Salida Ag; Lauren Dutra, Ceres Imaging; Brian Ganyo, Bayer Crop Science; Robert Gray, Burchell Nursery; Darryl Hadlich, WiseConn Engineering; Thomas Martin, TRÉCÉ Inc.; Erick Mendonca, Miller Chemical; Chris Miller, Blue Diamond Growers; Vance Millwee, Treehouse California Almonds, LLC; Mitchell Moreda, RPAC LLC; Diane Power, Pearson Realty; Matthew Reamer, South Valley Farms; and Tylor Wilbourn, BeeHero Inc. — By the Almond Board of California

  • New Directors at Almond Board of California Begin Terms

    The new Board of Directors of the Almond Board of California (ABC) took their seats this week with four voting members beginning new terms to help guide ABC’s support of one of California’s most important crops.

    Board members, whose terms officially began Aug. 1, also elected Alexi Rodriguez as chair and re-elected George Goshgarian Jr. as vice chair.

    “Our industry is facing many challenges right now,” said Rodriguez. “I’m looking forward to working with this talented and dedicated board and organization. I believe we have the resources and experience to navigate these complicated times.”

    The 10-member ABC board has five grower members – three representing independent growers and two representing cooperative growers – and five handler members, also with three independent and two co-op representatives. Some members sit in three-year seats, others in one-year positions.

    The grower representatives elected or re-elected in this year’s elections are:

    • Paul Ewing, an independent from RPAC, LLC in Los Banos. He was re-elected to a one-year term.
    • Brandon Rebiero, an independent grower from Gold Leaf Farming in Modesto who previously served as an alternate and was elected to a three-year term.

    The handler representatives were re-elected in both positions this year. They are:

    • Darren Rigg, an independent handler from Minturn Nut Co. in Le Grand. He was re-elected to a one-year term.
    • Mel Machado, a co-op handler with Blue Diamond Growers from Modesto re-elected to a three-year term.

    In addition, the board has three alternates elected or re-elected this year:

    • Katie Staack-Dorsett, an independent grower with Grizzly Nut, LLC from Waterford This is her first term as an alternate.
    • Chad DeRose, an independent handler with Famoso Nut Co., LLC in McFarland, who was re-elected.
    • Mark Jansen, a co-op handler with Blue Diamond Growers from Sacramento who was also re-elected.

    This is the full board:

    VOTING MEMBERS                                                                                      TERM

    Grower #1:            Paul Ewing, RPAC, LLC                                                 1 year

    Grower #2:            Brandon Rebiero, Gold Leaf Farming                            3 years

    Grower #3:            Joe Gardiner, Treehouse California Almonds, LLC       3 years

    Handler #1:           Alexi Rodriguez, Campos Brothers                                3 years

    Handler #2:           Bob Silveira, Vann Family Orchards                              3 years

    Handler #3:           Darren Rigg, Minturn Nut Co. Inc.                                  1 year

    Co-op Grower #1: George Goshgarian Jr., Goshgarian Farming Co.        3 years

    Co-op Grower #2: Christine Gemperle, Gemperle Orchards                      3 years

    Co-op Handler #1: Mel Machado, Blue Diamond Growers                          3 years

    Co-op Handler #2: Alicia Rockwell, Blue Diamond Growers                       3 years

    ALTERNATES

    Grower #1:             Katie Staack-Dorsett, Grizzly Nut, LLC

    Grower #2:             Vacant

    Grower #3:             Chris Bettencourt, Suvik Farms

    Handler #1:            Ron Fisher, Fisher Nut Company

    Handler #2:            Dexter Long, Hilltop Ranch, Inc.

    Handler #3:            Chad DeRose, Famoso Nut Company, LLC

    Co-op Grower #1:  Kelli Evans, Evans Farming

    Co-op Grower #2:  Kent Stenderup, Stenderup Ag Partners

    Co-op Handler #1: Mark Jansen, Blue Diamond Growers

    Co-op Handler #2: Dean LaVallee, Blue Diamond Growers

    The ABC board sets policy and approves budgets in major areas, including production research, public relations and advertising, nutrition research, statistical reporting, quality control and food safety.

    ABC is a Federal Marketing Order dedicated to promoting California almonds to domestic and international audiences through marketing efforts and by funding and promoting studies about almonds’ health benefits, as well as ensuring sustainable agricultural practices and food safety.

    About California Almonds

    California almonds make life better by what we grow and how we grow. The Almond Board of California promotes natural, wholesome and quality almonds through leadership in strategic market development, innovative research, and accelerated adoption of industry best practices on behalf of the more than 7,600 almond farmers and processors in California, most of whom are multi-generational family operations. Established in 1950 and based in Modesto, California, ABC is a non-profit organization that administers a grower-enacted Federal Marketing Order under the supervision of the U.S. Department of Agriculture. For more information on the Almond Board of California or almonds, visit Almonds.com or check out California Almonds on Facebook, Twitter, Pinterest, Instagram and the California Almonds blog.

  • California Almond Subjective Forecast Estimates Smaller Crop

    The 2022 California Almond Subjective Forecast published by the U. S. Department of Agriculture’s National Agricultural Statistics Service (NASS) estimates that the crop harvested in 2022 will come in at 2.8 billion pounds, 4 percent below last year’s 2.92 billion pounds.

    Forecasted yield is 2,040 pounds per acre, 8 percent below the 2021 yield of 2,210 per acre.

    Richard Waycott, Almond Board of California

    “A lower crop estimate was not totally unexpected versus last year’s 2.9 billion pounds,” said Richard Waycott, president and CEO of the Almond Board of California (ABC). “Some growers’ crops this spring were impacted by frost, while all growers are managing continuing concerns about water availability. However, demand for California almonds around the globe remains strong and California almond growers are prepared to meet that demand.”

    The Subjective Forecast is the first of two production reports from NASS for the coming crop year. It is based on opinions from a phone survey conducted from April 19 to May 6 of randomly selected California almond growers. The sample of growers, which changes every year, is spread across regions and different sized operations.

    On July 8, NASS will release its second production estimate, the 2022 California Almond Objective Report, which is considered more accurate and is based on actual almond counts using a more statistically rigorous methodology to determine yield.

    This Subjective Forecast comes two weeks after NASS released the 2021 California Almond Acreage Report, which gave a preliminary estimate for bearing acreage in 2022 at 1.37 million acres, about 3.8 percent larger than its estimate for 2021 of 1.32 million bearing acres.

    NASS conducts the annual Subjective Forecast, Objective Report and Acreage Report to provide the California almond industry with the data needed to make informed business decisions. These reports are the official industry crop estimates.

  • New Documentary Explores Origins of Whole Orchard Recycling

    Brent Holtz, author of Pacific Nut Producer Magazine’s monthly Almond Tasks column, grew up on the farm his grandfather bought in the 1940s, six miles north of Modesto at the time. By the 1970s, the land was on the urban edge of the city, surrounded by houses. Holtz’s family had to farm differently, and they could no longer burn their brush. Holtz was a UC Berkeley plant pathology graduate student in the late ‘80s. “I felt a responsibility to help my family find a solution for ag burning,” he says now.

    One idea was to turn clippings, brush and even whole trees into wood chips and recycle them into the soil. Holtz and his father first tried it with garden clippings, grinding prunings into wood chips and watching the rich mulch help their trees. Holtz expanded to a small scientific trial in his own orchard, then to a full-blown commercial trial recycling almond trees into the soil just before replanting a new orchard.

    “I have to admit, I was nervous,” Holtz says. He funded some of the work from his own pocket. Over 13 years, he and other researchers examined the data. “We saw increased soil organic matter, we saw increased water holding capacity, we saw less water stress, and ultimately – what growers want to know the most – we saw increased yields with Whole Orchard Recycling.”

    The inspiring story of Brent Holtz’s journey to help his family, his industry and his community is the subject of a six-minute documentary produced by the Almond Board of California (ABC) called, “RESILIENCE: The Whole Orchard Recycling Origin Story.”

    It’s available on YouTube and shows how the power of an idea can change and benefit an entire industry and even the planet. Whole Orchard Recycling (WOR) eliminates burning and keeps carbon in the ground, a goal that world leaders established as part of the 2015 United Nations Climate Change Conference agreement.

    The goal of the short film is to inspire even more growers to recycle their orchards when replanting and to reassure them that there is a long, thorough history of research and scientific trials proving both the value and the benefits of WOR for them and their communities.

    Holtz was the principal investigator on the first WOR project – research conducted by UC Cooperative Extension that was initially funded and supported by ABC and later by the California Department of Food and Agriculture. It identified significant advantages of WOR to the soil, crop yields and air quality.

    Thanks to Holtz’s vision and dedication to research, WOR has become a widely-adopted best practice among California almond growers. San Joaquin Air Pollution Control District data shows that since 2018, in the San Joaquin Valley alone, more than 500 growers have recycled 26,000-plus acres and diverted nearly 750,000 tons of wood from being burned.

    Holtz is now the UC Cooperative Extension County Director and Farm Advisor for San Joaquin County. He says he hopes his story and his research will inspire more WOR and show growers how researchers and growers are on the same team with the same goals – to help almond growers produce more sustainable, better yields.

    “My grandfather would be very proud of the solution that came from his farm and his grandson,” Holtz says in the film. “I owe the growers who believed in me and recycled their orchards a great debt and I thank you very much.”

    A Whole Orchard Recycling Grower Guide, a “How To” video featuring Holtz, and much more information can be found at Almonds.com/WOR. — Almond Board of California 

  • Almond Board of California Announces 2022 Elections

    Elections for the Almond Board of California (ABC) Board of Directors have kicked off for the 2022-2023 crop year with the call to all candidates to file their petitions or declarations of candidacy by April 1, 2022.

    There are two independent grower positions and one independent handler position on the ABC Board of Directors to be decided in voting that starts April 21 and ends May 26. Alternate seats for those spots are also open.

    To be considered for an independent grower or alternate seat, candidates must be a grower and must submit a petition signed by at least 15 independent almond growers (as verified by ABC). Independent handler and alternate candidates must declare their intention in writing to ABC.

    All petitions and declarations must state the position for which the candidate is running and be filed by mail with ABC at 1150 9th St., Suite 1500, Modesto, CA 95354. The deadline for all filings is April 1. Potential candidates who’d like more information can contact Toni Arellano at tarellano@almondboard.com.

    “The ABC Board of Directors is such an important and vital part of our industry,” said ABC president and CEO Richard Waycott. “It guides the work of the Almond Board and is key to overseeing the welfare of the industry and of more than 7,600 growers and 100 handlers.”

    Richard Waycott, CEO, Almond Board of California

    The ABC board sets policy and recommends budgets in major areas, including marketing, production research, public relations and advertising, nutrition research, statistical reporting, quality control and food safety.

    Getting involved provides an opportunity to help shape the future of the almond industry and to help guide ABC in its mission to promote California almonds to domestic and international audiences through marketing efforts, funding and promoting studies about almonds’ health benefits, and ensuring best-of-class agricultural practices and food safety.

    ABC encourages eligible women, minorities and people with disabilities to consider running for a position on the Board of Directors to reflect the diversity of the industry it serves.

  • Almond Board Announces Strong 2022 Almond Leadership Program

    The Almond Board of California (ABC) is proud to announce the Almond Leadership Program class of 2022, a group of 17 exceptional professionals expected to help lead the industry into the future.

    This next generation of leaders comes from diverse backgrounds across the full range of the industry, from almond growers and processors to sales representatives, consultants, operations managers, pest control advisors and more. They were chosen from a highly qualified pool of nearly 50 applicants.

    The Almond Leadership Program began in 2009 and has graduated more than 200 people, with dozens now serving on ABC workgroups, committees and even the Board of Directors. This 13th class will become immersed in every aspect of the industry, guided by volunteer mentors – many of them graduates of the program – who will help the new class further develop the skills, knowledge and perspective to improve their industry and their communities.

    “This program helps mold great people into even greater leaders who continue to guide our industry forward,” said Jenny Nicolau, ABC’s senior manager of Industry Relations and Communications. “The industry is now seeing the enormous benefits from more than a decade of this program, and the 2022 class looks brighter than ever. I am certain that these talented, passionate people will continue to be great assets and advocates for our industry for years to come.”

    Leadership class members – while still working at their jobs – will complete specialized trainings on all aspects of the industry, much of it tied to ABC activities in global marketing, production and nutrition research, food safety and more. They’ll also sharpen their communication skills and build lasting relationships with each other, ABC staff and other industry leaders.

    “Nothing compares to hands-on experience and I look forward to tangibly learning more about aspects of the almond industry outside of my current reach and knowledge,” said Bethany Couchman, a manager at Eagle’s Rest Ranches in Merced County and a 2022 participant. “I’m grateful that the Almond Board is providing us the opportunity to gain specialized insight and training so we can give back to our communities as better equipped leaders.”

    The leadership program will also offer a thorough look at the ways social, economic and environmental issues, and the regulatory climate, impact the industry. In addition, participants will take on a yearlong, self-directed project – possibly diving into a topic that interests them, or introducing an innovative technology or practice to their operation, or exploring a new idea to advance the industry. All will focus on improving the California almond community, and some past projects have led to important breakthroughs for the industry.

    Leadership class members kicked off their training with a two-day orientation last week at the ABC offices in Modesto. It included a state of the industry discussion with ABC President and CEO Richard Waycott and one-on-one talks with their mentors.

    “The program offers clear insight into the almond industry as a whole and gives first-hand examples of what it means to lead an industry and to give back,” said Chris Gallo, who has been both a participant and mentor. He is now the U.S. Western Region Sales and Marketing Vice President for Yara North America and is mentoring again in 2022. “It’s clear that this program continues to evolve to build leaders who will take the almond industry into the future. It’s truly a family that grows with every class.”

    Once again, class members will raise money for California Future Farmers of America (FFA), pledging to raise more than $25,000 in scholarships for high school students interested in pursuing agriculture in college. Through the years, the leadership program has raised more than $200,000 for FFA.

    The 2022 Almond Leadership class members are Jaspaul Bains, Bains Ag LLC; John Bodden III, Bayer Crop Science; Kate Capurso, Blue Diamond Growers; Bethany Couchman, Eagle’s Rest Ranches; Michael Coe, Blue Diamond Growers; Brady Colburn, Agri Technovation, Inc.; Ian Darling, Monte Vista Farming Co.; Jarred Greene, Nickel Family Farms dba San Juan Ranching Co.;  Thomas Fantozzi, Synagro Technologies; Matt Morelli, Scientific Methods Inc.; Joe Palomino, Axiom Ag; Ken Peelman, Monte Vista Farming Co.; Carson Pettit, RPAC, LLC; Rodney Ratzlaff, Loveland Products Inc./Nutrien Ag Solutions; Arjun Samran, Bapu Farming Co.; Kaisa Spycher, Spycher Farms, Inc.; Blake Wilbur, Koppert Biological Systems.

    Bayer Crop Science is the sponsor of the 2022 class.

  • DPR/EPA Approves Section 18 Emergency Registration for Kasugamycin on Almonds

    Almond Board of California — Today, the California Department of Pesticide Regulation (DPR) issued a Section 18 SPECIFIC exemption for the use of Kasumin 2L to control bacterial blast in almonds. The exemption is effective February 1, 2022 through April 15, 2022. In the announcement, DPR advised operations to use the chemical number for kasugamycin (6197) for their “Restricted Material Permit Program.”

    The approval applies to the counties of Butte, Colusa, Fresno, Glenn, Madera, Merced, San Joaquin, Stanislaus, Sutter, Tehama, Yolo and Yuba.

    Growers interested in this application are heavily encouraged to reference the Almond Board of California’s Honey Bee Best Management Practices as well as the Quick Guide for Applicators (in English & Spanish) to ensure pollinator health is maintained. As stated in these practices, growers should only use applications when absolutely necessary and should only make applications in the late afternoon or evening, when bees and pollen are not present.

    Please contact your local County Ag Commissioner’s office for further details if interested in using this product. This emergency exemption may also be viewed on the DPR website at http://apps.cdpr.ca.gov/section18. 

    Visit the California Department of Food and Agriculture website for a full list of County Ag Commissioners’ offices as well as contact information for each.

  • Almond Board of Directors Election Around the Corner

    The Almond Board of California is gearing up for the 2022 Board of Directors Election. While formal election announcements will be distributed next month, the Almond Board wanted to provide an update on open positions for this year’s election. This year, there are four open positions: two independent grower positions, one independent handler position and one cooperative handler position. Along with these four positions are also four corresponding alternate positions open for the election. (To note: Only independent positions are part of the general election, as the cooperative selects its own representatives.)

    The Board of Directors guide the work of the almond industry’s federal marketing order (the Almond Board) and has led the California industry in the adoption of innovative research programs, expanding demand-building initiatives ahead of increasing supply, and leading through challenges to the industry’s reputation. Representing over 7,600 growers and approximately 100 handlers across the state, the Almond Board is responsible for establishing policy, recommending budgets and programs to the Secretary of Agriculture for approval, and reviewing program results and effectiveness.

    Currently, nearly 200 active almond industry members volunteer to serve on ABC’s Board, Board-appointed committees, subcommittees and working groups. Getting involved provides an opportunity to help shape future successes, ensuring consumers and stakeholders support the industry’s vision that California almonds make life better by what we grow and how we grow.

    If you are interested in learning more about running for a position on the Board of Directors, please contact ABC’s Toni Arellano at tarellano@almondboard.com. — Almond Board of California

  • The Health and Sustainability Message of Almonds Influences EU Consumers

    Almond Board of California — Health remains the No. 1 motivator for European consumers to snack on almonds. But in a market leading the globe in environmental legislation and initiatives, there’s a new breed of eco-savvy consumers emerging who are turning their attention to how their food is produced and the impact it has on the planet.

    At The Almond Conference 2021 in December, a panel of marketing and regulatory experts from the Almond Board of California and other organizations discussed some of the key trends in Europe.

    The United Kingdom, France, Germany and Italy are the major markets for California almonds on the continent. Together with the other European Union countries, they account for about 25% of global almond shipments each year. Europeans consume about as many almonds annually as the United States, but the markets are much different and the strategies for reaching consumers reflect that.

    “How food is produced is important to EU consumers,” said Christine Lott, senior brand manager for international consumers for Blue Diamond Growers. “They are very discerning about the food they eat. Taste is still king, but where it’s from and how it’s produced is a becoming a big factor in their purchasing decisions.”

    Kath Martino, who helps manage and implement marketing campaigns in the EU, said there are four primary consumer trends evident in Europe.

    • Values-based eating – Basically, it’s a belief that you are what you eat. Food must taste good, but also be good for you. “It’s about more than food nourishing our bodies,” explained Martino. “It’s about wellness.”
    • Natural nutrition – Europeans really scrutinize food ingredients. They want to make sure what they’re putting into their bodies is giving them a natural source of nutrition.
    • Plant power – Plant-based eating is ingrained in Europe, especially the UK and Germany. A quarter of all new food products in those markets have a plant-based claim.
    • Thirst for knowledge – This reflects the increase in consumer skepticism. “People really want to trust what they’re putting into their bodies,” Martino said.
    Ad campaigns tailored to audiences

    The European market is far from monolithic. There are distinct differences in consumer behavior and expectations within the four markets ABC focuses on. Though health remains a core message throughout Europe, “We approach it differently in each market

    so we can meet consumers where they are,” said Laura Morin, a managing director and partner of Sterling-Rice Group, which works with the Almond Board on marketing campaigns in Europe.

    In the United Kingdom, for instance, ABC launched a marketing campaign in 2020 called “Do You Almond?” The integrated campaign involved out-of-home advertising, video on-demand TV, digital and social and most recently, the Almond Board partnered with 12 influencers on a series of fun and humorous videos and ads depicting how they “nail it like a natural” powered by their favorite snack – almonds.

    Whether it be a daring kite surfing trick, a round of one-handed pull-ups, a labor-intensive landscape project or even parenting, influencers showed how almonds help energize them for their daily activities.

    In Germany, marketing efforts portray almonds as a smart snack bursting with beauty benefits and energy. The “Snack the Sun” campaign features images of sunny California and emphasizes that almonds are a healthy and vibrant snack.

    In France, almonds have continued to gain a foothold as a healthy snack in a market where snacking has not been considered “a norm” until the past decade. A new ad campaign that will debut this spring will build upon that trend. The ads will focus on how almonds can help people recharge during the day as well as position the nut as a source of long-lasting energy.

    Of the markets ABC tracks, Italian consumers eat more almonds per capita than any other country in the world. “Italians are on the move and on the go, and they need a food that matches their busy lifestyle,” Morin said. ABC’s “Recharge Your Day” marketing campaign seeks to reinforce almonds’ popularity as a snack providing a natural source of energy that Italians can eat at any time.

    Twin messages of health, sustainability

    Europe is an important and influential piece of the global almond market. Twice as many almond-related products were introduced in Europe in 2019 compared to anywhere else in the world. The EU introduced more new almond products than anywhere else in the world in six key categories: Confectionary, bakery, bars, snacks, cereal and dairy.

    Gathering, analyzing and acting upon reliable consumer information will be an important part of ensuring that people in the EU appreciate not just the health benefits of almonds, but also are aware that California growers are committed to environmental and sustainability practices that Europeans demand.

    “Even as the world paused for COVID, we didn’t,” Morin said of data-driven marketing efforts in the EU. “We spread the word about the benefits of eating almonds as a healthy, sustainable part of a diet.”

    What’s next in Europe? Dariela Roffe-Rackind, who manage ABC’s marketing campaigns there, cited these three areas:

    • Continue to reinforce the health halo around almonds, as this is what is most motivating to consumers and will help them grow their love for almonds
    • Talk louder about how almonds are responsibly grown, to help stop people from falling out of love with almonds
    • Inspire food professionals to expand the use of almonds