Asian Actresses Advocate Almond Advantages

Across Asia, positive endorsement by influential celebrities is a powerful tool for encouraging consumers to desire and purchase more California Almonds. In the priority markets of China and India, the Almond Board has elevated celebrity-centered consumer outreach programs in 2009, associating with top-tier movie actresses to spread the word on the rewards of consuming almonds as a wholesome, tasty food that fits contemporary lifestyles. These women represent the almond industry's global image and embody the quintessential woman our target consumers aspire to be: beautiful, stylish, healthy, successful and happy.

In China, popular actress Gao Yuanyuan is now actively serving as the official California Almond Image Ambassador. At a Beijing press conference in October announcing her ambassadorship, Ms. Gao explained that she fell in love with California Almonds because they satisfy her cravings for a delicious and crunchy treat without sacrificing her goals for healthy eating. Beyond the significant TV, print and Internet publicity generated from this press conference, a photo of Ms. Gao enjoying almonds will be featured in Almond Board bus shelter advertising and in-store promotions this winter across the cities of Beijing, Shanghai and Guangzhou.

In India, Bollywood superstar Karisma Kapoor inspired consumers to eat California Almonds every day as part of a healthier lifestyle at a New Delhi press conference in September, launching the Almond Board's "All Natural Taste of the Good Life" consumer promotion campaign. Relaying how almonds have been integral to her life since childhood, Ms. Kapoor further encouraged choosing California Almonds as the perfect gift for the approaching holiday season. Images of Ms. Kapoor eating almonds have since been well-publicized across TV, print and Internet media, providing high-impact visibility in India for California Almonds.