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Past Issues
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Marketing/Promotion
(Issue: July 2014)
The 15th edition of SIAL China, which took place in Shanghai in May, continues to be the premier trade show serving the Chinese market. A record was set this year, with over 45,000 food professional visitors and 2,400 exhibitors.
(Issue: July 2014)
The Almond Board of California (ABC) marketing team traveled to the Big Easy last month with a strong story to tell food product manufacturers — and, of course, some creative and delicious almond concepts.
(Issue: June 2014)
The North American female target audience for California Almonds, known as “Jane” by the Almond Board’s Marketing Department, is a 35-year-old woman who values healthy eating and staying in shape, but can find it challenging to address both when time is short.
(Issue: May 2014)
The Established Markets Subcommittee was formed to focus on development of key markets that have the greatest growth potential for California Almonds as well as being further along the development continuum.
(Issue: May 2014)
What I love about the California Almond industry is finding untapped opportunities and working to expand consumption of almonds. We truly are helping people live wholesome lives when they increase their consumption of almonds.
(Issue: April 2014)
With the re-launch of the consumer website (see Almonds.com), we are even better equipped to emphasize the long-term value of what is arguably the best food on the planet.
(Issue: April 2014)
On Feb. 27, First Lady Michelle Obama and the Food and Drug Administration (FDA) announced proposed changes to the Nutrition Facts panel on food labels. Changes to the appearance of and information provided on food labels in order to help consumers better understand and use the information have been discussed and debated for the past several years.
(Issue: March 2014)
For the past several months, Almond Board has been working closely with various teams across the globe to reposition California Almonds on the ever-evolving World Wide Web.
(Issue: March 2014)
At the end of February, in the midst of full bloom (and the first rainstorm in 17 days), nine journalists from top news publications in India, one of the fastest growing emerging markets for California Almonds, visited an orchard and handling facility near Modesto.
(Issue: March 2014)
The Almond Board public relations team in the UK was awarded the Public Relations Consultants Association (PRCA) Award for Evaluation (“Going Nutty for Measurement”) on behalf of the “Snack Happy” consumer campaign
(Issue: March 2014)
An Almond Board–funded study published in the October issue of the European Journal of Clinical Nutritioni found that study participants eating 1.5 ounces of dry-roasted, lightly salted almonds every day experienced reduced hunger and improved dietary vitamin E and monounsaturated (“good”) fat intake without increasing body weight.ii
(Issue: February 2014)
The Almond Board of California (ABC) fielded its first global chocolate study in 2010, collecting consumer data regarding chocolate and nut attitudes, usage and preferences. This information has been successfully leveraged in ABC marketing and PR campaigns directed toward manufacturers and food professionals.
(Issue: February 2014)
The Almond Board of California’s (ABC) Emerging Markets Subcommittee was formed to focus on development of key markets that have great growth potential for California Almonds but require more efforts in marketing fundamentals, and therefore need a longer time to realize the benefits of promotional efforts.
(Issue: February 2014)
I love a good challenge. That’s why I’m proud to serve with my fellow committee members on the Emerging Markets Subcommittee, where there is always something new to tackle and solve for the greater benefit of the California Almond industry.
(Issue: February 2014)
Almond Board of California has partnered with “The Ellen DeGeneres Show” to have Ellen herself conduct a live, on-air commercial about California Almonds. The two-minute, live commercial during the show, which aired Feb. 12, was conceived by Ellen’s team upon receiving message guidance from ABC.
(Issue: December 2013)
For the fourth year in a row, an almond harvest tour brought together select health influencers from the U.S. and Canada in the Central Valley for a hands-on introduction to the almond industry and an update on almond nutrition research.
(Issue: November 2013)
As part of the continuing efforts to build consumer demand for nutritious and delicious California Almonds, Almond Board has partnered with a new hit drama TV series in South Korea to incorporate almond imagery and messages into the storyline.
(Issue: November 2013)
Exciting new almond-snacking research has recently been published online in the European Journal of Clinical Nutrition.
(Issue: November 2013)
The Crunch is On in the Almond Board of California’s (ABC’s) new North America consumer advertising campaign, which launched in October in a variety of magazines, on television and online.
(Issue: October 2013)
Driving demand for California Almonds is one of the main objectives of the Almond Board of California (ABC). It follows then that one of the primary functions of the Global Market Development Committee (GMDC) is to identify and prioritize market opportunities for demand growth.
(Issue: October 2013)
As in years past, the Almond Board of California (ABC) had a significant presence at this year’s Institute of Food Technologists (IFT) annual Meeting and Food Expo, held in Chicago in July.
(Issue: October 2013)
Two years ago, the Global Market Development Committee (GMDC) was established along with two subcommittees; one for Established and one for Emerging Markets.
(Issue: October 2013)
Market research is an essential and fundamental component of Almond Board of California’s (ABC’s) global marketing programs.
(Issue: September 2013)
The Almond Board of California (ABC) has been targeting dietitians and nurse practitioners in the U.S. for the past few years, based on research showing these were the two groups of health professionals most likely to provide dietary advice to consumers.
(Issue: September 2013)
In August, the FDA finalized its rule on voluntary “gluten-free” labeling, allowing California Almond handlers to label their products as gluten-free if the products qualify for the claim by complying with FDA’s legal definition of the term “gluten-free.”
(Issue: August 2013)
Almond Board of California (ABC) again participated as a sponsor at this year’s Sports, Cardiovascular and Wellness Nutrition (SCAN) Dietetic Practice Group’s Annual Symposium in Chicago.
(Issue: August 2013)
The North American marketing team is busy this summer producing a new consumer advertising campaign to launch in the fall with several television, online and print executions.
(Issue: July 2013)
The Almond Board of California recently partnered with Chris Powell, the celebrity trainer and transformation expert who stars on ABC TV’s “Extreme Weight Loss.”
(Issue: June 2013)
To encourage female consumers to use almonds in springtime meals and snacks, the Almond Board of California (ABC) teamed up with nutritionist and blogger Amie Valpone to create a free, downloadable booklet filled with light recipes.
(Issue: June 2013)
Governor Jerry Brown recently led a delegation to China to promote trade and investment, as well as to open a new California trade office in Shanghai.
(Issue: June 2013)
Following the success of the consumer snacking campaign in the United Kingdom (UK), in April 2013, the Almond Board of California (ABC) launched consumer advertising in France.
(Issue: June 2013)
Marketing activities continue to support increased California Almond shipments to India, which reached nearly 119 million pounds in 2011–12, up from 106 million pounds in 2010–11.
(Issue: May 2013)
As featured in the March issue of California Almonds Outlook, there is a new name for almonds in Chinese with new food standards going into effect.
(Issue: May 2013)
As in years past, Almond Board of California (ABC) had a strong presence at Experimental Biology 2013, in Boston, Mass., April 19–24.
(Issue: May 2013)
You may have heard about the Mediterranean diet study, called PREDIMED, that has been widely publicized in the media in recent months. PREDIMED is a major clinical trial that measured the effect of diet on the risk of adverse heart outcomes.
(Issue: May 2013)
Over the past year, Almond Board of California (ABC) programs in the U.S., Canada, Western Europe and China have continued to make great strides toward positioning almonds as a delicious, nutritious and essential food, especially at snack time.
(Issue: April 2013)
Almonds have always been a big part of the winter months in India, traditionally given to children first thing in the morning. Soaked in water the night before, almonds are peeled and kept ready to hand out to children or serve with breakfast.
(Issue: April 2013)
In recent years, emerging markets around the world have been the grease behind the global economy.
(Issue: April 2013)
The Almond Board of California (ABC) is a long-time sponsor of IFT Wellness, an annual event organized by the Institute of Food Technologists for professionals in research and development, regulatory compliance, marketing and nutrition.
(Issue: April 2013)
Food professionals were introduced to Almond Board of California’s (ABC’s) new ad campaign, “Almonds, of Course,” in January, with placements in several publications and online sites on a global scale.
(Issue: March 2013)

Almond nutrition research outreach continues to move forward throughout the world.

(Issue: March 2013)

Given the significant use of social media tools by consumers and food, health and industry professionals around the world, the Almond Board of California (ABC) has included it as a necessary component of its current marketing communications program around the world.

(Issue: February 2013)

Research shows that snacking on a handful of almonds daily has numerous benefits for mind and body.

(Issue: February 2013)

While defensive linemen and offensive tackles typically find themselves on opposite sides of the football, former NFL players and current analysts Mike Golic and Matt Light agree that smart snacking is essential to their game-time gatherings.

(Issue: January 2013)
In fall 2011, the American Heart Association (AHA) certified almonds — based on their nutrient profile — to display the signature Heart-Check mark.
(Issue: January 2013)
The Almond Board of California recently attended two key events targeting foodservice professionals — The Flavor Experience in Newport Beach, and the Flavor, Quality and American Menus conference at the Culinary Institute of America’s Napa Valley campus.
(Issue: January 2013)
Food blogger and author Joy Wilson, also known to her readers as Joy the Baker, partnered with the Almond Board of California to create a free, downloadable holiday guide to encourage using almonds often in holiday recipes.
(Issue: January 2013)
Whether they’ve been navigating holiday party fare or making New Year’s resolutions, the Almond Board of California’s target women consumers in North America have been thinking a lot these days about their weight.
(Issue: December 2012)
Almond Board took part in the Academy of Nutrition and Dietetics' (formerly the American Dietetic Association) annual Food and Nutrition Conference and Expo in Philadelphia.
(Issue: November 2012)
Just right for third graders, Almond Board of California’s new “An Almond Story” video, a companion piece for the popular workbook, tells the California Almond story from the perspective of a bee left behind in the orchard after the pollination season is over.
(Issue: November 2012)
Around the world, media outlets have demonstrated their enthusiasm about the results of a recent study showing that when measuring digestibility, whole almonds provide the body with about 20% fewer calories than originally thought.
(Issue: November 2012)
A recent trip by Almond Board staff members and California and Chinese horticultural experts reaffirms findings of a 2006 assessment that Chinese almond production can only meet a fraction of current and projected Chinese market demand.
(Issue: November 2012)
Almond Board of California launched a new advertising campaign in China to raise consumer awareness of almonds in the most important emerging market for the California Almond industry.
(Issue: October 2012)
A significant piece of ABC-funded research was published in the August issue of the American Journal of Clinical Nutrition.
(Issue: September 2012)
The Institute of Food Technologists (IFT) Annual Meeting and Food Expo, which brings together more than 30,000 global food science professionals, took place July 25-28 in Las Vegas.
(Issue: September 2012)
Good news for calorie counters: Measuring digestibility, researchers find almonds provide 20% fewer calories than originally thought.
(Issue: August 2012)
Two much-anticipated, Almond Board–funded nutrition research studies were published in the August edition of the American Journal of Clinical Nutrition.
(Issue: August 2012)
For the third year in a row, the grand-prize–winning teams of the Almond Snack Competition for Chinese food science students visited California to learn more about the California Almond industry, which helped stimulate their innovative almond snack product ideas.
(Issue: August 2012)
In May, Almond Board of California (ABC) partnered with the Culinary Institute of America (CIA) at Greystone in Napa Valley to cohost its first-ever customized culinary retreat for corporate executive chefs.
(Issue: August 2012)
Almonds are still the No. 1 in new products worldwide, and also thefirst choice among consumers as a food ingredient.
(Issue: June 2012)
The Almond Board of California continues to build an audience on Facebook among North American consumers.
(Issue: May 2012)
Almond Board of California has conducted its first educational seminar in Russia devoted solely to the snack sector, a key priority area for the industry.
(Issue: May 2012)
Responding to ongoing consumer demand for gluten-free recipes and related tips, the Almond Board of California (ABC) has continued to build and publicize gluten-free content on AlmondBoard.com.
(Issue: May 2012)
The annual conference of the American Society for Nutrition (ASN) brought together more than 1,000 of the world’s top researchers and nutrition policy makers, along with food industry members.
(Issue: April 2012)
In order to ensure a strong position for almonds among China’s quickly growing urban middle class, the Almond Board recently appointed a new Shanghai-based advertising agency, Bravo-Asia.
(Issue: April 2012)
The Almond Board of California’s health professional marketing team is preparing for ABC's spring and early-summer outreach to thousands of Canadian dietitians.
(Issue: April 2012)
On March 1, the Almond Board of California launched a Facebook page targeting North American consumers.
(Issue: March 2012)
Looking for delicious, seasonal ways to show off almonds? Look no further than the Almond Board of California’s (ABC) popular consumer e-newsletter.
(Issue: March 2012)
On the heels of National Almond Day in February, Almond Board of California (ABC) reaches out to registered dietitians and nurse practitioners each year during the month of March to commemorate National Nutrition Month.
(Issue: March 2012)
As you read this article, a new advertising campaign is prepared to launch in India, one of the most important growth markets for California Almonds.
(Issue: February 2012)
From National Almond Day on Feb. 16 to American Heart Month, February is a big month for California Almonds.
(Issue: February 2012)
On Feb. 16, National Almond Day, Almond Board of California (ABC) will again reach thousands of dietitians through SmartBrief for Nutritionists, a daily online newsletter providing relevant news for busy industry professionals.
(Issue: February 2012)
Just in time for American Heart Month, the American Heart Association (AHA) has recently certified almonds — based on their nutrient profile — to display the signature Heart-Check mark, making it even easier for consumers to identify almonds as a heart-healthy choice.
(Issue: January 2012)
For the second year in a row, Almond Board exhibited at the Nutrition & Health Conference held in London in November.
(Issue: January 2012)
As we transition from 2011 to 2012, let me review some of the significant changes that the Almond Board of California (ABC) has made.
(Issue: January 2012)
The recently completed Global Market Development Analysis (GMDA), conducted by Deloitte Consulting, provides significant insight into the next strategic approach to almond promotion around the world.
(Issue: December 2011)
Almond Board of California (ABC) continues to look for new and exciting ways to reach its target consumers.
(Issue: December 2011)
In November, the second phase of a print and online advertising campaign launched in the United Kingdom with ads targeting food- and health-involved women.
(Issue: December 2011)
Almond Board of California actively targets U.S. Healthy Men to communicate why they should choose a handful of almonds over other snack food.
(Issue: November 2011)
This fall, Almond Board of California will continue advertising in India, leveraging the powerful influence of Bollywood actress and almond ambassador Karisma Kapoor.
(Issue: November 2011)
Almond Board of California (ABC) again welcomed thousands of dietitians to its “kitchen” at this year’s American Dietetic Association’s Food & Nutrition Conference & Expo in San Diego.
(Issue: November 2011)
An international group of dietitians and nutritionists who are frequent contributors to consumer media toured the California Almond harvest in September. The group learned about the almond industry, the almond life cycle and findings from consumer market research.
(Issue: November 2011)
The Almond Board of California (ABC) launched a campaign in the United Kingdom in January to position almonds as a healthy and convenient snack for busy women. The campaign followed extensive consumer and market research revealing a need for healthy, natural snacks in the British market, one of the largest snack markets in the world. The multichannel campaign targets food- and health-aware women with a mix of public relations, talent endorsement, media partnerships, and dedicated print and online advertising.
(Issue: November 2011)
Almonds have maintained their position as the No. 1 ingredient nut used in new products worldwide, according to reports from the two leading global databases, Mintel and Innova Market Insights, which track new food product introductions.
(Issue: October 2011)
Almond Board of California recently distributed a press release and audio news release to communicate the results of a recent review paper on the heart health benefits of almonds.
(Issue: October 2011)
A recent study by Dr. Richard Mattes found that adults with impaired glucose tolerance (or prediabetes) benefited from including almonds at breakfast.
(Issue: September 2011)
For several years, the Almond Board of California (ABC) has been reaching consumers through online advertising. Last year, two new campaigns were implemented to reach the core consumer target “Jane,” positioning almonds as a solution for both snacking and at meals. In addition, updated campaigns were launched targeting our “Healthy Men” audience, positioning almonds as a heart-healthy snack.
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