Dietitians and fitness experts came from all over the U.S. and
Canada to experience the California Almond harvest and learn
about almond characteristics.
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.
In addition to registered dietitians who regularly contribute to the media, ABC’s North American marketing team invited fitness experts. The 25 attendees included Academy of Nutrition and Dietetics national spokespeople as well as media contributors to outlets including USA Today, Women’s Health, Today’s
Dietitian, Prevention, Fitness, SELF, and Shape.
The harvest tour’s program provided engaging content for attendees to share in their media channels. Topics included an introduction to almond forms, life cycle and production; almond
nutrition science in the past, present and future; the state of the California Almond industry; a roundtable discussion on bee health and ABC’s bee research; a Mediterranean cooking demonstration with almonds; and a tour of orchards and production facilities.
This was by far ABC’s most “social” harvest tour to date: Attendees were encouraged to use the hashtag #AlmondTour when sharing information on social media, and over the course of the tour, 128 Twitter users were engaged in almond-centric
conversation generated by attendees using the hashtag, resulting in 178,500 accounts reached and 2.8 million impressions.
“The sessions on the studies being done on the effectiveness of almonds on appetite and satiety were great for me, simply because I am able to take that information and use it in my practice,” said Danielle Omar, a Washington, D.C.-based dietitian
quoted often in the media.
Popular fitness expert Amie Hoff said, “The tour confirmed my thoughts about the benefits of almonds, but in a way I can now back up, share and use in communicating.”