INDIA & CHINA
Priority Markets for California Almonds

INDIA AND CHINA are without question two key priority markets for long-term promotional investment by the Almond Board of California. Despite the dreary economy in many sectors and countries around the world, these two markets are still going exceptionally strong in California Almond shipments.

As of April, China had already exceeded the year-end record shipments from last fiscal year, and there are still a few more months to go this year. India is on track to have another great year, keeping pace with last year’s record. It is clear that marketing efforts by the Almond Board of California have stimulated demand for California Almonds, and have built awareness of the many benefits of this versatile nut. However, in light of these markets’ geographic size, population potential, and rapidly evolving market landscapes, California Almonds have only brushed the surface of the many opportunities available.

The Almond Board of California held special strategic market workshops for both India and China on April 2. These workshops gathered International Committee members and interested California Almond industry members to discuss the future strategic direction for Almond Board marketing programs in India and China. Industry members provided their first-hand experience of doing business in India and China, as well as added valuable insights on the market conditions. Almond Board staff solicited input on a range of factors to fully understand how California Almonds fit into these landscapes.

The dialogue clarified areas that are of utmost importance to the industry, particularly direct-to-consumer promotion. The input and recommendations given by the participants will assist staff in planning next year’s programs. Thus, with the strategic direction from these workshops, the compass has been set to significantly expand the depth and breadth of the promotional activities for India and China.