Through the Market Access Program, Almond Board has leveraged grower dollars in building consumer awareness, addressing market access issues, and growing our food safety/quality image around the globe.Building demand for almonds is clearly a priority for our industry — whether it’s in the U.S. or overseas. Exports are essential to the long-term well-being and strength of the almond industry by increasing revenue, farm profits and job growth. But with shipments to more than 90 countries, the Almond Board of California (ABC) has to be prepared to address changing consumer, customer and regulatory environments.
Even more variable are the trade barriers that can suddenly disrupt almond shipments — and are not quickly resolved. As the USDA farm bill discussions get under way in the coming year, one of the most successful public-private partnerships is the Market Access Program (MAP). Through this program, Almond Board has leveraged industry dollars in building consumer awareness, addressing market access issues, and growing our food safety/quality image around the globe.
Just as in the U.S., consumers in overseas markets are also interested in where their food comes from and how it is produced. As California Almond production increases, keeping confidence among our
stakeholders as well as growing demand ahead of supply, partnership programs like MAP will be even more essential for our continued success!
