In June, the Board of Directors approved a change in the Almond Board of California committee structure that includes a Global Market Development Committee overseeing the consumer demand-building mission for the California Almond industry around the world. This new committee supersedes both the PR and Advertising Committee and International Committee to form a holistic and global approach to market development, from education of trade to awareness creation among consumers. Two subcommittees will support the global marketing committee, with a focus, respectively, on established markets with long-term, stable growth, and emerging markets that are rapidly growing but have volatile trade conditions.
The Board of Directors and Almond Board staff greatly appreciate the time commitment and dedication of the many industry members who served on either or both the PR and Advertising Committee and International Committee through the years. The International Committee is credited for starting and growing consumer education and awareness campaigns in China, Japan, India, France, Germany, the UK and Korea. In addition, the International Committee implemented trade education and development activities in China, Russia and Poland.
The PR and Advertising Committee’s work began in 1997, focusing on the North American region. The committee’s work through public relations and advertising targeted to consumers and health professionals has contributed to consumers rating “nutritious” as the most important health attribute.1 “Nutritious,” followed by “Taste,” are the No. 1 and No. 2 reasons to buy almonds. In addition, the committee has built a food professional program targeting food service and food manufacturers. The program has contributed to almonds being considered the most essential and irreplaceable nut.2 Together, the PR and Advertising Committee and International Committee were instrumental in researching, developing and implementing the first global marketing strategy for the California Almond industry.
These important contributions to the California Almond industry will continue to be recognized as the foundation of the industry’s marketing programs and to inform the new Global Market Development Committee. All Global Market Development Committee and the two subcommittee meetings are open for any interested industry members to attend. Meetings will begin this fall.
1. Consumer Attitudes, Awareness and Usage Research, 2010.
2. Volume Driver Attitudes, Awareness and Usage Research, 2010.