Dear Industry Members,
North America (NA) is the single-largest market for California Almonds, last year representing 33% of shipments, or 489 million pounds.
The investments that the Almond Board has made in reaching our core target NA audience, “Jane,” have always been based on market research. This research provides NA marketing programs with fact-based data necessary to effectively place our California Almond messages where they have the most relevance and impact. In addition, this research has allowed cross-promotion of consumer insights with our food and health professional target audiences, which has resulted in cost efficiencies across our marketing programs.
As a grower, I can say that building more demand for California Almonds in NA is always top of mind when the PR and Advertising Committee is reviewing marketing programs. Through our research, we know that our consumer target audiences have the ability and desire to purchase more almonds. To ensure they make the purchase, in crop year 2011/12, we will continue to nurture “Jane” through continued public relations and advertising efforts. We will also focus on expanding efforts with our “Healthy Men” target audience by continuing campaigns like the golf program featured on the cover. Finally, we must continue to focus on food and health professionals who have become so important to our marketing efforts to ensure that they recommend almonds as a nutritious and versatile option to their patients or customers.
Here’s to a successful 2011/12 crop year.
Scott Hunter, Chair
PR and Advertising Committee
Almond Board of California