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Chinese Media Visit Almond Country in Wake of Name Change

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. The Almond Board Marketing Department has adapted the new name in its public relations and advertising campaigns to assure Chinese consumers and trade they can continue to enjoy the wholesome and delicious almond products they’ve always known.

Representatives of major media outlets in China visit a
California Almond handling facility during a media tour at
bloom time.
A media tour for members of prominent news outlets was held in March 2013 in Central California to familiarize both media and consumers with the new name. The timing of the tour, in spring, highlighted the excellent growing conditions and natural beauty of California as the origin of almonds.

The media had the opportunity to interact with industry members for a firsthand account of the passion and commitment the industry has to ensure a safe, quality product is shipped to China. Almond Board staff provided an overview of the health benefits of almonds, the global market demand–building activities, and our specific promotional activities in China.

Positive media coverage of the tour was quick to appear on TV and online news channels, such as CCTV, Xin Hua News and Sina.com. Marketing activities in China continue to focus on conveying the nutritional benefits of almonds and eating almonds as a snack for today’s consumer lifestyle.

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