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Fueling the Future with Emerging Markets

In recent years, emerging markets around the world have been the grease behind the global economy. U.S. food and agriculture sectors are especially affected by the rise of emerging markets’ consumer class, with an increased need for safe, stable supplies of wholesome food. The California Almond industry is in a perfect position to create sustained demand in these important markets and grow as they grow. China is the best example of this, becoming the California Almond industry’s top export destination within a couple of years.

Guided by the Emerging Markets Subcommittee, Almond Board of California has invested in research to understand what drives consumption behavior across China, India, Russia and South Korea. The research has provided new focus for Almond Board market development activities, resulting in new advertising campaigns in India and China, and refined promotional activities in Russia and South Korea.

All signs point to a bright future ahead for California Almonds in the emerging markets. To fulfill this potential, the Emerging Markets Subcommittee identifies and implements market development programs to achieve strategic goals in the priority markets of China, India, Russia and South Korea. I encourage you to read the article on the promotional efforts in India featured in this newsletter, and if you are interested in the work of the subcommittee, please contact me through ABC.

Sincerely,
Brian Tormey, Chair
Emerging Markets Subcommittee

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