California Ag Network

Tag: walnut marketing

  • California Walnut Commission Announces New Board Members

    The California Walnut Commission is announcing its newly elected commission board members who will serve two-year terms beginning Sept. 1, 2025, and ending Aug. 31, 2027. The commission’s board consists of eight producer members and four handler members, as well as alternates for each seat. For this upcoming term, seven new individuals will be joining the board as noted below.

    DISTRICT 1

    Producer Member: Jay Colombini, Linden

    Producer Alternate: Jack Vickery, Winters

    Producer Member: Ashley DeValentine McKenzie, Rio Oso

    Producer Alternate: Donald Norene, Rio Oso

    Producer Member: R. Davin Norene, Woodland

    Producer Alternate: Henry Gilbert, Wheatland (New)

    Producer Member: Kali Dittrich, Clements (New)

    Producer Alternate: John Heier, Live Oak (New)

    DISTRICT 2

    Producer Member: Darrell Cordova, Denair

    Producer Alternate: Gordon Heinrich, Modesto

    Producer Member: Andrew Souza, Crows Landing (New)

    Producer Alternate: Gurjant Khosa, Fowler

    Producer Member: Neil Jolliff, Modesto (New)

    Producer Alternate: Open

    Producer Member: Everett Souza Jr, Crows Landing (New)

    Producer Alternate: Open

    HANDLERS

    Handler Member: Brian Dunning, Olivehurst

    Handler Alternate: Jeffrey Sleeper, Orland

    Handler Member: Jack Mariani, Winters

    Handler Alternate: William Carriere, Glen

    Handler Member: Charles R. Crain Jr., Los Molinos

    Handler Alternate: William Crain, Los Molinos

    Handler Member: Christopher Cromwell, Stockton (New)

    Handler Alternate: Matt Langford, Stockton

    “Our new commission board members represent the next generation of leadership for California Walnuts,” said Robert Verloop,Executive Director and CEO of the California Walnut Commission. “Their expertise, vision, and dedication will be key as we work to grow global demand, support innovation and ultimately drive grower prosperity.”

    Commission board members will help advance the strategic priorities outlined in the industry’s strategic plan. These include delivering the best quality California walnuts; international trade and consumer marketing, supporting global retail and foodservice sales; fostering walnut innovation; defining sustainability as a point of differentiation; and conducting nutrition and health research and more.

    About the California Walnut Commission

    The California Walnut Commission (CWC) represents 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 CWC, established in 1987, promotes the usage of walnuts through domestic and export market development activities as well as supports health research associated with consuming walnuts.

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

  • California Walnut Board Announces Board Election Results

    The California Walnut Board is announcing a new Board of Directors, which has been certified by the U.S. Secretary of Agriculture. The Board of Directors consists of 10 growers and 8 handlers, which include three new individuals, who will serve a two-year term beginning Sept. 1, 2025, and ending Aug. 31, 2027:

    DISTRICT 1

    Grower Member: William D. Carriere, Glenn

    Grower Alternate: Jeff Gallagher, Rio Oso

    Grower Member: Ben Walsh, Orland

    Grower Alternate: Michael Petz, Tracy

    Handler Member: Jack Mariani, Winters

    Handler Alternate: John Aguiar, Winters

    Handler Member: Eric Heidman, Stockton

    Handler Alternate: Dick Wolf, Stockton

    DISTRICT 2

    Grower Member: Brent Barton, Escalon

    Grower Alternate: Daniel Bays, Westley (New)

    Grower Member: Greg Wiersma, Visalia

    Grower Alternate: Benjamin Crane, Merced

    Handler Member: Frank Guerra, Hollister

    Handler Alternate: Brock Middleton, Hughson

    Handler Member: Mike Poindexter, Selma

    Handler Alternate: Aaron Martella, Hughson (New)

    AT LARGE

    Grower Member: Michael Machado, Linden

    Grower Alternate: John Heier, Live Oak (New)

    “These newly elected board members bring valuable experience and fresh perspectives to the table,” said Robert Verloop, executive director of the California Walnut Board. “Importantly, they are not only committed to their own operations, but also to the broader success of the walnut industry. Their leadership will be critical as we work to create new opportunities for growth and ensure the long-term sustainability of the industry through our strategic plan developed in 2023, which aims to make California walnuts craved around the globe.”

    The board certification concludes the election process that began in February when nominations opened for board positions. Growers and Handlers across California received nomination petitions, followed by ballots in mid-April listing eligible candidates for their respective districts and statewide positions.

    The California Walnut Board members will help shape the future of the California walnut industry and guide its ambitious strategic plan, which focuses on six key priorities: product quality, global sales and marketing, innovation, sustainability, goal-oriented production and post-harvest research, and revitalizing the board and commission for industry cohesion.

    About the California Walnut Board

    The California Walnut Board (CWB) represents 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.

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

  • 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.

  • California Walnut Board Goes Worldwide with New Marketing Campaign

    Happy Valentine’s Day from Pacific Nut Producer Magazine and the California Walnut Board. In the midst of American Heart Month, the California Walnut Board has launched an exciting new worldwide marketing campaign. Watch this brief interview with Jennifer Olmstead to see how you can get involved to promote heart-healthy walnuts, and read more about it in Pacific Nut Producer Magazine.

     

    Please thank our sponsor Duarte Nursery for their industry support and see them at their booth at the World Ag Expo in Tulare, February 11-13 (Booth K24), and at the APG Conference in Monterey, March 2-4 (Booths 20-21).