At key times during the almond lifecycle, the Almond Board of California’s (ABC) Global Marketing team invites journalists and other key influencers from across the globe to visit California almond orchards. These visits allow key stakeholders from markets such as Japan and South Korea to not only see almond production and processing firsthand but also to meet the California almond growers and handlers who work tirelessly to responsibly produce a healthy, safe and sustainable product.
Dave Phippen of Travaille & Phippen in Manteca speaks with South Korean media journalists about the harvest process.
During this year’s harvest, ABC’s marketing team invited media members from both Japan and South Korea to California for two separate tours of almond production and processing. Needless to say, the tours were a big hit with these visitors from across the Pacific.
Japanese Journalists in Awe of Almond Orchards
The Almond Board’s marketing program reentered the Japanese market in 2018. Since then, ABC has worked hard to increase its presence among Japanese media and educate the country’s top tier media outlets about California almonds. In 2018, the Almond Board hosted a media tour with daily and trade news publications, and this year the marketing team decided to take a new direction by hosting journalists from online beauty and lifestyle magazines. Those in attendance included MyLohas, a health and beauty outlet, and a freelancer who writes lifestyle articles for a website operated by Shogakukan, one of the largest publishers in Japan.
From August 26-30, four Japanese beauty and lifestyle media members took a deep dive into all things California almonds through a variety of activities focusing on the beauty benefits of the nut, a key focus in this market. In addition to receiving information about the health and nutritional benefits of almonds, the group had an opportunity to make their own almond beauty products and to enjoy an almond beauty spa.
The participants also heard from almond industry members about the California almond community itself and its continued commitment to sustainable practices. During the tour, the group visited Campos Brothers Farms in Fresno, where they got to see both the production and processing side of the business. At the end of that day, participants had a chance to try delicious almond beer, which was a big hit, according to Murielle Kim, ABC consultant for the South Korean and Japanese marketing programs.
Kim said the feedback received on the tour was generally positive. One participant told ABC that the tour was the best press event she had attended in the past. This woman was especially impressed by the vast orchards she saw and the advanced processing facility she toured.
South Korean Media Sees Harvest Firsthand
In 2018, the California almond industry shipped nearly 57 million pounds of product to South Korea, making the country the 12th largest destination for California almonds with 99.8% of almonds consumed coming from California. According to an ABC survey conducted every two years on consumer attitude, awareness and usage of California almonds, almonds are the most popular nut among South Korean consumers and have been for the past six years.
In early October, ABC invited four of the most influential news publications in South Korea – Joongang Ilbo, Chosun Ilbo, DongA Ilbo and Korea Economic Daily – to California to experience California almond production firsthand. The key goals of the tour were similar to that those of the Japanese tour. In addition to teaching consumer media about California almond harvesting and overall production practices, the media members’ experience in California provided ABC an opportunity to share new information on the nutritional benefits of California almonds as well as the industry’s continued commitment to sustainability.
During the tour, the journalists visited Travaille & Phippen, a vertically integrated operation located in Manteca, and met third-generation almond grower and partner Dave Phippen. Participants saw harvest in action and then toured Travaille & Phippen’s processing facility, showing special interest in the efficient irrigation technology used by Dave and his partners as well as their harvesting machinery.
“I am impressed by the broadness of these almond orchards, the advanced systems and effective production process, and the grower’s efforts towards increased sustainability,” said one journalist.
In addition to receiving an industry tour, the South Korean media members visited the Almond Board office to hear from ABC staff on various elements of growing and marketing almonds. Associate Director of Trade Marketing and Stewardship Harbinder Maan spoke to the group about the current state of the global almond market and the Almond Board’s multilayered efforts to promote California almonds to consumers worldwide.
Kim then provided an update on ABC’s South Korean marketing campaign, named “Almonds, Our Beauty Secret.” The campaign, going strong in its third consecutive year, targets Korean consumers who have a strong interest in beauty. Of particular interest to the journalists was the fact that there are eight milligrams of vitamin E in a handful of almonds (about 23 almonds), which accounts for 67% of the recommended daily value of vitamin E.
Industry members looking to learn more about ABC’s marketing efforts, from Japan to South Korea and beyond, are invited to attend these sessions at The Almond Conference 2019:
- ABC Global Market Development: By the Numbers
- Tuesday, Dec. 10, from 2:15-3:15 p.m.
- China: Driving Long-Term Growth
- Wednesday, Dec. 11, from 8:00-9:00 a.m.
- Europe: Playing a Pivotal Role in Almonds’ Future
- Wednesday, Dec. 11, from 10:45-11:30 a.m.
- India: Strong Today, Stronger Tomorrow
- Wednesday, Dec. 11, from 2:15-3:15 p.m.
- South Korea and Japan: Almonds Make Life Beautiful
- Wednesday, Dec. 11, from 3:30-4:30 p.m.
- North America: Beyond the Selfie – How Social Media Grows California Almond Sales
- Thursday, Dec. 12, from 9:45-10:30 a.m.
Registration is free and open now at AlmondConference.com.
