California Ag Network

Tag: CWC

  • California Walnut Board & Commission Target Young Shoppers with New ‘Feel Good’ Campaign

    California walnuts are shedding their traditional image and emerging as a must-have ingredient for health-conscious young consumers. The California Walnut Board & Commission has launched its bold new “Feel Good” campaign – an integrated marketing effort designed to drive consumer demand and reposition walnuts as a vibrant, versatile offering within the fresh produce space.

    Grounded in extensive consumer research, the campaign introduces a modern, energetic look and feel designed to connect with millennials and Gen Z audiences, demographics that increasingly shape food trends and purchasing behaviors. At its core, “California Walnuts. Feel Good.” reintroduces walnuts as a fresh, versatile produce item that supports feel-good eating moments across consumers’ lifestyles.

    “This isn’t just a new marketing campaign – it’s a complete repositioning of California walnuts for a new generation of consumers who prioritize nutrition and versatility in their food choices,” said Christine Lott, director of integrated communications for the California Walnut Board & Commission. “By reaching younger consumers, we’re building future generations of walnut consumers and supporting California farmers for decades to come.”

    The cornerstone of the campaign is relationships with social media influencers. With 77% of Gen Z and 50% of millennials following social media personalities who strongly shape their purchasing decisions, according to KS&R Entercom Landscape Tracker, this strategy is intended to reach consumers where they spend their time: social media. As part of the campaign, the California Walnut Board & Commission is partnering with more than 20 cooking, wellness, lifestyle and hosting influencers who collectively reach millions of potential consumers.

    The California Walnut Board & Commission will also showcase trend-driven, authentic content designed to resonate with younger consumers. Paid media efforts will extend the campaign’s reach across social platforms, streaming services and online video – channels where these shoppers spend their time.

    Beyond digital, the campaign includes experiential marketing with sampling at wellness events nationwide, allowing potential consumers to taste and experience the convenience and versatility of California walnuts in environments that reflect their values and lifestyles.

    Discover recipes, industry insights and the latest on California walnuts at walnuts.org.

    About the California Walnut Board and Commission

    The California Walnut Board (CWB) and California Walnut Commission (CWC) represent more than 3,700 California walnut growers and approximately 70 handlers, grown in multi-generational farmers’ family orchards. California walnuts, known for their excellent nutritional value and quality, are shipped around the world all year long, with more than 99% of the walnuts grown in the United States being from California.

    The CWB, established in 1948, promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research. The CWC, established in 1987, is involved in health research with consuming walnuts as well as domestic and export market development activities.

    To explore recipes and learn more about California walnut growers, industry information and health research, visit walnuts.org.

  • Strong California Walnut Crop Anticipated Following Ideal Spring Conditions

    In the midst of favorable growing conditions, California walnut growers are reporting outstanding early-season conditions that point to a positive outlook for the 2025 crop, according to industry experts monitoring the state’s orchards.

    Following three consecutive years of average to above-average rainfall and snowpack in the Sierra Nevada mountains, California walnut orchards are beginning the growing season with adequate surface water and replenished soil profiles. These favorable conditions, coupled with ideal spring temperatures, have created an environment for strong bloom and early shoot development.

    “Things are shaping up to be a tremendously good start to California’s walnut growing season,” said Davin Norene, owner of Big Time Farming and walnut growing specialist. “We are predicting good things ahead of this year’s crop.”

    Early walnut varieties began bud break in mid-April, with all varieties, including Chandler, now showing strong shoot growth throughout California’s prime growing regions. The orchards are currently in a critical growth phase, setting the stage for healthy nut development throughout the season.

    “The exceptional start to this growing season is a welcome and energizing reprieve after navigating a series of tough seasons that demonstrated the resilience and adaptability of California’s walnut industry,” said Robert Verloop, executive director and CEO of the California Walnut Board & Commission. “This spring, growers are well-positioned to capitalize on ideal soil moisture and perfect temperatures, setting the stage for strong yield and quality in the 2025 crop.”

    For more information on the California walnut industry, visit walnuts.org.

    About the California Walnut Board & Commission

    The California Walnut Board (CWB) and California Walnut Commission (CWC) represent more than 3,700 California walnut growers and approximately 70 handlers, grown in multi-generational farmers’ family orchards. California walnuts, known for their excellent nutritional value and quality, are shipped around the world all year long, with more than 99% of the walnuts grown in the United States being from California.

    The CWB, established in 1948, promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research. The CWC, established in 1987, is involved in health research with consuming walnuts as well as domestic and export market development activities.

    To explore recipes and learn more about California walnut growers, industry information and health research, visit walnuts.org.

  • Robert Verloop Named CEO of California Walnut Board and California Walnut Commission

    The California Walnut Board (CWB) and the California Walnut Commission (CWC) are pleased to announce that Robert Verloop has been named executive director and chief executive officer, effective July 11, 2022. The CWB and CWC represent over 4,500 California walnut growers and nearly 90 handlers, producing over 1.4 billion pounds of walnuts in 2021 that ship to more than 50 countries around the world.

    “We are excited to bring onboard an experienced strategic leader such as Robert, his background will well serve the California walnut industry. He has the unique experience of leadership roles as a grower/shipper of highly perishable produce and in commodity organizations. Robert understands the challenge to ‘move the crop.’ In addition, he has extensive knowledge and creativity as a marketer working in complex domestic and international markets,” said Bill Tos, the California Walnut Board’s Executive Committee Chairperson.

    Mr. Verloop recently held the position of COO for Coastline Family Farms, a family-owned vegetable grower/shipper. Previously, he held executive/ leadership roles with Naturipe Farms/Naturipe Brands, Sunkist Growers Inc., and the California Avocado Commission. In those capacities, Robert worked in such areas as marketing and sales promotions in retail, foodservice and ingredient channels in domestic and global markets; issues management; strategic planning; and government relations, working with various state and federal agencies, including USDA, FAS/ATO, CDFA, and FDA.

    “When he was a member of the then-Produce Marketing Association Board of Directors, Robert showed a true drive to help find and create solutions for the global produce and floral community. His focus on disciplined marketing and uncovering the implications in challenges and opportunities helped us immensely, and I expect the walnut industry will realize these same leadership benefits,” said International Fresh Produce Association CEO Cathy Burns.

    “I am looking forward to working with the staff, the two Boards (CWB and CWC), and the growers and handlers that make up the California walnut industry. Walnuts are highly versatile and nutritious, ideal for plant-based eating. In collaboration with the growers and handlers we must respond to rapidly evolving market conditions with a sense of urgency and purpose and continue to build an ongoing dialogue with key customer segments in order to drive sales in all market segments,” added Verloop. “I am also keenly aware of the multi-generational nature of an industry dating back more than a century. The new generations are inheriting a dynamic industry that continues to evolve through innovation, starting with new advances in orchard management practices, post-harvest management, and developing exciting new consumer products that showcase the versatility and delicious taste of nutritious California walnuts.”

    The CWB and the CWC play a vital role in expanding walnut usage occasions and understanding walnuts’ health benefits, solving for production and post-harvest challenges, protecting the industry against burdensome regulations, and building demand for California walnuts globally. Despite current supply-chain challenges, there is rising demand for walnuts given their versatility and wide range of studied health benefits. Interest in plant-based eating around the globe is an opportunity for walnuts, which contain protein and fiber, and are the only nut that is an excellent source of essential plant-based omega-3 ALA.[1]

    “We look forward to Robert and the CWB and CWC staff working in collaboration with the industry to address the near-term challenges in supply chain logistics, port congestion and rising costs. At the same time, we will refresh and refocus our long-term strategies given the evolving marketplace and not waiver our focus on the mission of market development and increasing consumer demand globally for our future crops,” added Tos.

    About the California Walnut Board

    The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.

    About the California Walnut Commission

    The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The Commission is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA). The CWC is mainly involved in health research and export market development activities. For more industry information, health research and recipe ideas, visit www.walnuts.org.

  • The California Walnut Board and Commission Begin Search for New CEO

    The California Walnut Board (CWB) and California Walnut Commission (CWC) is searching for a new CEO/Executive Director as Michelle Connelly, who currently holds the position, has resigned. Connelly’s last day will be February 11, 2022.

    “We are grateful for Michelle’s years of service to our industry. During her nearly 18 years with the CWB and CWC, Michelle led a strong team of professionals that proudly serve our walnut industry and achieved numerous milestones and successes,” said Bill Tos, Chair of the CWB Executive Committee and Bill Carriere, Chair, of the CWC Executive Committee.

    In a letter to Board and Commission, the chairmen highlighted several accomplishments during Connelly’s tenure, including:

    Michelle Connelly

    · Modernization of the Marketing Order to deliver more for the Walnut industry while eliminating outdated provisions.
    · Creation of sustainability work to demonstrate the industry’s good environmental stewardship practices and to support the industry in answering consumer and regulatory expectations.
    · An overall marketing program return on investment of 14:1, eclipsing the 6:1 benchmark ROI for similar commodity programs.
    · Expansion of industry communications to further engage with growers/processors, including 2021’s inaugural walnut conference collaboration.
    · Increased advocacy efforts to raise walnuts visibility among lawmakers to support walnut growers’ and handlers’ ability to produce, process and trade.
    · Creation of a strategic roadmap to market for growth domestically and internationally.

    “It has been a privilege, honor and pleasure to serve the growers and handlers of the California walnut industry. I am beyond proud of what this team has accomplished, and I am confident in the industry’s sustained success,” said Connelly.

    In sharing the news, the chairmen reiterated the efforts of the California Walnut Board and California Walnut Commission are critically important to the success of the industry.

    “The CWB leads the way in helping to increase the understanding of walnuts benefits, expand walnut usage occasions, solve for production and post-harvest challenges, and identify new opportunities for growth and prosperity for California walnut growers and handlers,” said Tos.  “The California Walnut Commission plays a vital role in global market expansion and consumption, conducting nutrition research to address public health issues, and advocating for walnut growers and handlers to lawmakers,” added Carriere.

    A search committee has been formed that will identify a firm to assist with the search process in the coming weeks.

    About the California Walnut Board

    The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.

    About the California Walnut Commission

    The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The CWC represents over 4,800 growers and approximately 90 handlers (processors) of California walnuts in export market development activities and conducts health research. The CWC is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA).

  • CA Walnut Board Supports Industry Growth In New Ways With Retail, Research And Advocacy Programs

    During the 2020-2021 crop year, California walnut growers and handlers worked together with the California Walnut Board and California Walnut Commission to advance the industry in new ways. Growers produced a record crop of 785,000 tons, a 20 percent gain over the 2019 crop. The California Walnut Board (CWB) and Commission (CWC) promoted walnuts through marketing campaigns that increased sales, leveraged new CWC-funded health research to sustain consumer interest in walnut consumption, conducted new production and post-harvest research to help maintain competitiveness, and accessed government dollars.

    “In a year where a pandemic has altered so many aspects of the way Americans live and work, the Board’s contributions to the industry have been critical,” says Michelle Connelly, Executive Director of California Walnut Board.

    Retail Campaign Generates Double-Digit Sales Growth

    Retail programs drove sales and consumption during seasonal time periods when walnuts are not typically a priority for consumers. During American Heart Month in February, the CWB worked with retailers nationwide on a campaign to display walnuts with messaging about their heart-health benefits*. With 34 participating retailers, operating 10,400 locations, retailers saw an average sales lift of 22.5 percent. Additionally, television and radio advertising during this program reached 52% of US households.

    In May through August, a summer snacking campaign signed-on 26 retailers with 7,400 locations to execute in-store promotions and specials. The first-of-its-kind snacking-focused program encouraged retailers to think of new ways to promote walnuts by tying into the consumer trend. Retail elements were supported with consumer outreach, and the average US consumer saw the message on walnuts and snacking six times. The campaign drove year-over-year walnut sales increases, when comparing the summer months.

    Production Research Delivers Short- and Long-Term Benefits

    The CWB continued investment in research programs to maintain competitiveness in walnut production and processing, as well as invested in applied projects that directly benefit immediate grower needs. Topics including pest management, food safety, product quality, and more were prevalent in these programs. UC Davis’ CWB-funded walnut breeding program released a new varietal, UC Wolfskill, in hopes of finding more desirable traits such as a late leafing, early harvesting Chandler-like variety.

    The CWB Grades and Standards Committee approved 11 post-harvest research projects, three of which are exploring byproduct utilization for the walnut industry to add further value across the supply chain while promoting sustainability. The Committee also funded a project to develop methods and a database to help differentiate walnuts from various origins and cultivators which can help preserve the integrity and reputation of California walnuts.

    “Our research programs are key in providing growers and handlers the resources they need to succeed in an increasingly competitive space,” says Connelly.

    Steps Taken to Increase Efficiencies and Mitigate Market Disruptions

    In September, the CWB voted to suspend the mandatory outbound inspections of walnuts to mitigate market disruptions like labor shortages or shipping constraints, while reducing redundancies. The suspension brings further efficiencies to the industry, while allowing resources to be saved.

    “The Federal Marketing Order rules governing inspections are obsolete as market and customer quality demands have since surpassed USDA grade standards,” added Connelly. “The Board’s vote to suspend the inspections stands to benefit both producers and processors.”

    CWC and CWB Do More Together to Advance Industry

    In lock step with the CWB, CWC activities also contributed to and supported the industry throughout the year. As a result of the Commission’s efforts, walnut growers received over $85MM in direct payments from the Coronavirus Food Assistance Program (CFAP) 1 alone and millions more through CFAP 2. Ensuring the walnut industry’s voice was heard, the CWC, as part of a coalition, also worked with sectors of the CA government to urge lawmakers in the Department of Pesticide Regulations to not increase mill tax for at least two years.

    Furthermore, 17 scientific papers published that were funded or supported by the CWC, including findings in the areas of heart health, cognition, gut health and longevity. Sharing those health findings with health professionals and reporters resulted in 431 articles mentioning the health benefits of walnuts in mainstream media. The average US consumer saw the message 22 times.

    Connelly shared more about why a robust, ongoing health research program is important, “Health is a top reason why consumers eat walnuts and demands are always evolving. New research discovers breakthrough results and makes important health advancements.”

    Growers who want to learn more about how the CWB/CWC are doing more for the walnut industry are encouraged to sign up for newsletters to hear directly from the Board, follow our social channels on LinkedIn and @GrowCAWalnuts on Facebook, and learn more at walnuts.org/walnut-industry.

    *Supportive but not conclusive research shows that eating 1.5 ounces of walnuts per day, as part of a low saturated fat and low cholesterol diet and not resulting in increased caloric intake, may reduce the risk of coronary heart disease. (FDA) One ounce of walnuts offers 18g of total fat, 2.5g of monounsaturated fat, 13g of polyunsaturated fat including 2.5g of alpha-linolenic acid – the plant-based omega-3.

    About the California Walnut Board

    The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.

    About the California Walnut Commission

    The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The CWC represents over 4,800 growers and approximately 90 handlers (processors) of California walnuts in export market development activities and conducts health research. The CWC is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA).

  • California Walnut Commission Electing New Members

    This year the California Walnut Commission will be holding elections for members and alternates for the term beginning September 1, 2021 and ending August 31, 2023.

    “The diversity of our growing and evolving membership brings valuable perspective to the industry. The CWC in partnership with the United States Department of Agriculture (USDA) welcomes participation of women, minorities and people with disabilities,” said Michelle McNeil Connelly, CEO of the California Walnut Commission.

    Following are the specifications for the election:

    Every two years the Commission law provides for the nomination of 13 members and 13 alternates that will be appointed by the California Secretary of Food and Agriculture.

    The following is a list of the member and corresponding alternate positions for the Commission:

    Eight Producer Members (four from each district, see below)

    Four Handler Members

    One public member (nominated by 12 elected members)

    All producers and handlers participating in the election must complete a nomination form in order for their name to appear on the ballot. The nomination period is May 1-31. All producer candidates must return the form with at least 15 eligible grower signatures. All handler candidates must submit a petition with at least five other handler signatures.

    We anticipate that ballots will be mailed to growers and handlers in late June. The election results will most likely be announced in August.

    District 1 is comprised of counties in the state that lie north of a line drawn on the south boundaries of San Mateo, Alameda, San Joaquin, Calaveras and Alpine counties. District 2 consists of all other walnut producing counties in the state south of this boundary line.

    If you have any questions please feel free to call the CWC office at (916) 932-7070.

    About California Walnut Commission

    The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The CWC represents over 4,800 growers and over 90 handlers (processors) of California walnuts in export market development activities and conducts health research. The CWC is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA). For more industry information, health research and recipe ideas, visit www.walnuts.org.

  • Millions in India See California Walnuts on TV

    Building on their mission to promote the benefits and many ways walnuts can play a role in the overall health of consumers in the U.S. and around the world, the California Walnut Commission (CWC) published results from their recent multimedia campaign in India. The campaign focused on educating consumers on how walnuts add valuable plant-based omega-3, protein and fiber to their diet. Here are the highlights:

     

    • The wide-reaching awareness campaign was live from November 2020 through February 2021 and was supported by print ads placed in leading consumer and trade publications, digital ads, as well as point-of-sale displays in major retailers across India.
    • The CWC engaged top influencers, including celebrity chefs, nutritionists and fitness experts, to provide inspiration and recipe ideas through their social channels.

     

    • The CWC utilized advertising on broadcast television from mid-December through mid-January, reaching 1.2 billion consumers weekly.

     

    This campaign highlights the value of the CWC and showcases its efforts to expand California walnuts use and consumption in India. “Despite high tariffs in this market, there is still an opportunity to build consumer demand for California Walnuts,” said Pamela Graviet, Senior Marketing Director, International, for the California Walnut Commission. “California Walnuts are a versatile ingredient, known for their high-quality, consistency and mild flavor, and the CWC is focused on building trade capacity to bring awareness to these attributes.”

  • Multiple Recent Studies Examine Walnuts & Heart Health

    New findings from three publications supported by the California Walnut Commission, demonstrate the impact of walnuts on various aspects of heart health. The findings were so compelling that the papers were supported by the journals with a press release and/or editorial coverage, stimulating broad media coverage. The California Walnut Board (CWB)/California Walnut Commission’s (CWC) mission is to work collectively to promote the benefits and many ways walnuts can play a role in the overall health of consumers in the U.S. and around the world.

    Here are the highlights:

    • A studypublished in the online journal Heart analyzed the impact of a traditional Mediterranean diet, green Mediterranean diet, and healthy US diet on LDL cholesterol, weight and insulin resistance. Both Mediterranean diets included a daily serving of walnuts.
    • Research shared in the Journal of the American College of Cardiologylooked at regular consumption of foods rich in marine or plant-based omega-3s and risk of death among individuals who have suffered a heart attack. Walnuts are the only nut with an excellent source of plant-based omega-3 ALA (2.5 grams/ounce).
    • Another publication in the Journal of the American College of Cardiologyexplored regular consumption of walnuts and anti-inflammatory effects. Chronic inflammation, caused by factors such as poor diet, obesity, stress and high blood pressure, is damaging and a factor associated with heart disease risk.

    These publications and subsequent editorials and press releases have been seen over 400 million times by U.S. consumers to-date, in popular media outlets such as TODAY, Health Digest, Yahoo!, Consumer Reports, and Eat This, Not That! The California Walnut Commission (CWC) continues to fund health research to address important scientific questions, ultimately sharing findings that educate consumers about the health benefits of walnuts, helping to build market demand within the industry.

    In this case, consumers can see how including walnuts in their diet can have a beneficial impact on heart health and this easily translates to keeping walnuts top-of-mind when grocery shopping. This news also keeps walnuts in front of health professionals, who can then recommend walnuts to their patients based on new evidence-based research.

    Carol Sloan RDN, FAND, Health Research Director for California Walnuts shares, “Our industry health research program is dedicated to funding research in a credible and transparent manner that will improve understanding and expand knowledge about the effects of walnut consumption on public health outcomes.”

    Carol Sloan

    “The program began with study findings showing the positive benefits of consuming walnuts as part of a healthy diet on decreasing risk of heart disease,” Sloan continued.  “Although it is now well established that walnuts are a heart-healthy food, California Walnuts continues to support research in this area to build upon previous scientific findings, and also to keep pace with new biomarkers and outcomes related to heart disease, the #1 cause of death in the US.”

    “As a registered dietitian, I appreciate the fact that I can share scientific findings with my colleagues that assist consumers with having healthier lives with the simple addition of heart healthy foods like walnuts. Enjoying a handful of walnuts a day is an easy way to decrease risk of chronic illness such as heart disease. For example, preparing walnut “meat” tacos for dinner, or putting walnut butter on toast for breakfast or in a smoothie with fruits and walnut milk for lunch are easy, delicious and fun ways to eat more plants, including walnuts without sacrificing taste or nutrition,” Sloan concluded.

  • CA Walnut Industry Welcomes Joshua Rahm as Director, Technical & Regulatory Affairs

    The California Walnut Board (CWB) and Commission (CWC) are pleased to welcome Joshua (Josh) Rahm as their new Director, Technical & Regulatory Affairs. Joshua comes to walnuts with a strong technical and regulatory background in domestic and international agribusiness. Prior to joining the Board and Commission, Joshua worked for Wonderful Citrus as a Director, Global Sourcing & Procurement. Previously, he worked for PepsiCo, in global procurement operations, agriculture and agronomy project management and food safety. Additionally, he spent several years with Syngenta and DuPont Pioneer (Corteva Agriscience). During his time with global leaders in agribusiness, Joshua worked closely with growers, manufacturing and supply chain, product management and marketing teams, as well as research and development and agronomics.

    With a broad crop protection and crop commodity portfolio experience combined with a family farming background, he looks forward to adding further value to the industry. Joshua holds a Bachelor’s of Science Degree in Agronomy & Agribusiness from South Dakota State University.

    “We are thrilled to welcome Joshua to the CWB/CWC team,” shared Michelle Connelly, Executive Director & CEO of the California Walnut Board and Commission. “With a broad crop protection and crop commodity portfolio across the domestic and international landscape, combined with a family farming background, Josh is an added value that will serve well to our grower and handler community.”

    This is appointment comes at such a critical time in the industry, as the regulatory environment is ever-evolving and keeping California walnut growers abreast of the latest information is key to helping them to stay ahead of the curve. Josh will specifically be working to build and maintain positive, effective, and proactive relationships with state and federal regulatory agencies, provide strategic direction of the CWB/CWC Post-Harvest Research program, projects and initiatives, and provide regulatory stewardship and compliance leadership for the walnut industry, among other items.  Pacific Nut Producer Magazine welcomes Rahm as a new friend and defender of the industry.