What I love about the California Almond industry is finding untapped opportunities and working to expand consumption of almonds. We truly are helping people live wholesome lives when they increase their consumption of almonds. This is at the core of what we do in the Established Markets Subcommittee. The word “established” does not imply “mature.” Established markets — North America and Europe — are not anywhere near saturated when it comes to demand for California Almonds.
Although these markets are fixed in their distribution practices
and have tried-and-true uses for almonds, there is still room for growth with new categories of consumption and by giving consumers reasons to believe in the value of almonds.
The U.K. is a great example. Almond Board investment turned
a stagnating, ingredient-focused market into a growing snack-oriented market. Reintroducing almonds to British consumers as a snack brought growth back into the snack-nut category and opened a new long-term growth channel for California Almonds.
Following a similar growth strategy as has been applied in North America — leveraging years of best practices, yet maintaining flexibility to address different consumer dynamics — is paying off in Europe.
Please see the related article to learn more about the Established Markets Subcommittee, and if you’re interested in getting involved in our activities, please contact me through the Almond Board.
Chairman, Established Markets Subcommittee