SIMPLE, SENSUAL and CONTEMPORARY

WHEN CONSUMERS IN China, Europe, Japan, India, the U.S. and other world markets think of California Almonds, what images come to mind? When global food manufacturers, regulators in Sacramento or residents of the Central Valley think of our industry, what perceptions and beliefs result in decisions that benefit our businesses? In November, the ABC Board of Directors welcomed and approved a new global image for California Almonds that will help solidify those strong positive feelings about our product and our industry.

The year-long research project gathered input from the Board, committee members, staff and global partners to define the attributes our industry wants to stand for and to understand the qualities that resonate with our many audiences. What quickly emerged was a trend of complementary but different attributes that are associated with California Almonds. These attributes were expressed using different words throughout the world but were consistent in meaning: North America views almonds as simple, but premium; the Europeans see almonds as a smart choice, but sensual; in Japan, almonds are simple, but precious; and in China almonds are seen as natural, but sensual. In all markets, California evoked strong images of nature, health, beauty, aspiration, innovation, and excitement. And our industry wants to be seen as practical yet visionary.

The global theme that emerged is strong enough to rise above regional and audience-specific differences to build upon the universal appeal of California Almonds with one image. The new image will be brought to life through the style and tone of all the work of the Almond Board of California. One of the first expressions of this powerful global image is a new mark for California Almonds. The Golden Almond mark, shown above, incorporates the three key elements of our global image platform: simple, sensual and contemporary.

The new image will bring more efficient and effective means to communicate the positive attributes of California Almonds as a product and an industry, along with a new level of sophistication and consistency to the Almond Board of California. Watch the Web sites and communications from the ABC as this new image begins to transform the look, feel and voice of California Almonds!