(March 12, 2020) – Did you know that the Almond Board of California (ABC) markets California almonds in 11 different regions around the world?
Did you know that in fiscal year (FY) 2018/2019, shipments of California almonds rose in seven different markets, up 16% in India and 12% in South Korea?
Did you know that in 2019, stars such as U.S. Women’s National Soccer Team star midfielder Julie Ertz were featured in ABC advertising and public relations campaigns?
If you answered "no" to any of the above, now is your chance to catch up on all the marketing efforts put forth by ABC’s Global Market Development team in FY 2018/2019.
The Almond Board is charged with building consumer demand for California almonds around the world. By conducting a rigorous market analysis, the Global Market Development (GMD) team identifies and prioritizes markets across the globe that will provide the greatest return on investment to the almond industry. We then develop and execute comprehensive marketing programs, including advertising, influencer partnerships, public relations and trade support to build demand in those markets.
Below are individual highlight reels depicting key successes and learnings from FY 2018/19, beginning with an overview of GMD’s efforts in FY 2018/19:
Overview of ABC Global Market Development Programs
United States
ABC has been active in the U.S. market since 1999. In FY 2018/19 shipments within the U.S. totaled 741 million pounds, hitting a record high for U.S. shipments and once again making it the #1 destination for California almonds globally.
The main objective of the U.S. marketing program is to communicate to consumers that when hunger strikes, California almonds are a healthy, natural snack to tide them over until their next meal. Last year, ABC’s U.S. marketing team strove to reach consumers with this message through tactics such as a partnership with Women’s’ World Cup champion Julie Ertz.
China
ABC has been active in the China market since 1999, and last crop year the California almond industry shipped 128 million pounds to this country.
Throughout its marketing campaigns, ABC strives to capitalize on China’s $22 billion skincare market, which is continuing to grow as modern Chinese women have more buying power and the rising middle class has more disposable income. Positioning almonds as a beauty food, ABC advertisements encourage consumers to snack on almonds as part of their daily skincare routine.
Europe
The Almond Board has been active in most European markets since 2008, and last year the industry shipped 573 million pounds to Western Europe.
ABC is currently active in four European markets: Italy, Germany, France and the United Kingdom. Though each market has its own distinct marketing platform, from “Good for Me, Good for the Planet” (France) to “Harnessing the Power of California” (Germany), consumers across all four markets are hungry for snacks that are healthy, natural and sustainable. Thus, ABC’s marketing programs show how almonds check all those boxes, and more.
India
ABC has been active in the India market since 2010. In FY 2018/19, the industry shipped 231 million pounds to this country, making it the largest export market for California almonds last FY.
Because almond consumption in India is strongly driven by tradition, ABC’s India marketing program reinforces existing traditional uses of the nut to increase consumption while also building on the opportunity to grow awareness of almonds as a snack. From advertising depicting the familial aspect of almond consumption to hosting a panel filled with celebrity mothers and nutritionists, ABC’s India program executes a robust campaign to continue building demand in this region.
Japan
ABC relaunched its Japan marketing program in 2018, and last FY the region saw a record shipment of 81 million pounds, a 3% increase compared to FY 2017/18.
The Almond Board’s Japan marketing program focuses mainly on strengthening relationships with manufacturers and suppliers and communicating the health and beauty benefits of almonds to consumers. Using media relations and social media, the program’s campaign reinforces the vitamin E benefits of consuming almonds.
South Korea
The Almond Board has been active in South Korea since 2011, and last FY shipments to this nation grew 12% at 57 million pounds.
The theme of ABC’s marketing campaign in South Korea is “Almonds, Your Beauty Secret.” The South Korea team focuses on strengthening the concept of almonds as a snack to enhance personal beauty by accentuating the nut’s beauty and weight-management benefits through this campaign. This ABC team works closely with YouTubers and social media influencers to create short films that provide educational information about the beauty benefits of almonds to South Korean consumers.
For more information on the Almond Board’s GMD programs, check out Almonds.com as well as ABC’s 2019 Almond Almanac, starting at page 21.
