Nobody likes to share the story of our industry’s successes more than the Almond Board of California (ABC) communications team. Thanks to their efforts, readers of three high-profile media outlets had the opportunity to learn about the positive things happening in California almond research and innovation, and how those innovations impact everything from food products to animal feed and water use.
Recently, articles appeared in FoodNavigator, FeedNavigator and Water Deeply, all in service of the Almond Board’s effort to share news related to achievements within the California almond industry with consumers, food and feed industries and other audiences important to our industry’s success.
“One of the focus areas for our team is to protect and promote the almond industry, enhancing our reputation and innoculating ourselves against future threats,” said Danielle Veenstra, manager, Reputation Management and Sustainability Communications, Almond Board of California. “These recent articles each offer specific examples of innovation that are of interest to the public and helped us get in front of key audiences.”
As highlighted in a FoodNavigator article, recent snacking innovations demonstrate the versatility of almonds in snack recipes. In fact, research shows that new snack products feature almonds more than any other nut — and it’s not just because they taste good.
“Modern consumers want snacks to be both good for them and the world,” the article states. “This thinking is leading people to seek out products that make ethical or sustainability claims.”
ABC actively shares the industry’s sustainability story1 to meet this consumer demand.
Almond coproduct innovations also share the spotlight, drawing attention to alternative uses for almond shells and hulls outside of livestock production. FeedNavigator, a sister publication of FoodNavigator, shared an article that discussed new potential uses for almond coproducts, uses that go beyond the traditional applications of hulls and shells as dairy or cattle feed and livestock bedding. Karen Lapsley, ABC’s chief science officer, discussed new research that explores applications of almond coproducts to farm insects for poultry feed and aquaculture.
“Our industry is in a growth mode,” Lapsley told FeedNavigator. “It’s the higher value crops that will succeed.”
The outlook for almond coproducts looks positive — as almond acreage expands, so will the need to find outlets for the byproducts generated.
“It means there will be more biomass,” Lapsley added.
Veenstra said the FeedNavigator audience greatly values this research and the industry’s overall commitment to innovation – and ABC ensures that the industry benefits.
“This article raises awareness of the Almond Board’s coproduct research and coproduct applications in the global feed industry,” she said. “The readers of this publication are the ones who might be interested in using almond coproducts or even funding a pilot project. It helps ABC secure research dollars and increases awareness of almond coproduct usage.”
Water Deeply, a leading voice in all things California water, recently spoke to Richard Waycott, ABC’s president and CEO. Waycott told Water Deeply how the almond industry continues to contribute to improved water use efficiency and research in on-farm groundwater recharge. Waycott highlighted the role almond growers play in this effort.
“To support water sustainability in California, almond farmers are exploring how California’s almond orchards can be leveraged to replenish underground aquifers,” Waycott said. “On-farm groundwater recharge applies excess winter floodwater to dormant orchards, allowing it to seep down and restore groundwater.”
Veenstra explained how stories about coproduct innovation and responsible water use share important messages in an effective way.
“These placements allow the voices of the industry to share the statistics and stories that have shaped today’s industry successes,” she said. “More than bullet points on a website, these are real stories told from an outsider’s perspective. This lends credibility and readers learn about what the almond community is doing through an outlet they trust.”
[1] Sustainable almond farming utilizes production practices that are economically viable and based upon scientific research, common sense and a respect for the environment, neighbors and employees. The result is a plentiful, healthy and safe food product.
