California Almonds: Creating Demand and Value
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1 California Almonds: Creating Demand and Value Julie G. Adams NUCIS ITALIA Conference at Marca January
2 Case Study in 15 minutes! About the Almond Board About the Almond Industry Global Strategy: How we Started European Approach 2
3 About the Almond Board of California Grower-enacted, established in 1950 Represents growers and handlers (processors) Quasi governmental Under the supervision of USDA Does not set, track, or quote almond prices Nutrition Committee International Committee PR& Advertising Committee Food Quality & Safety Committee Environmental Committee ABC Board of Directors Global Technical/Regulatory Affairs Subcommittee Almond Quality & Evaluation Task Force Voluntary 10 member Board of Directors (5 growers, 5 handlers) Funded by assessment $.03 / lb Production Research Committee Leadership Development Committee Admin & Finance Committee Reserve Committee Bee Task Force 39 employees based in Modesto, Washington, DC, and London 3
4 Industry On-Going Commitment, Investment Nutrition Research Discover and document health and nutritional benefits Industry Research Track and improve production Consumer Research Understand consumer attitudes Heart health Nine clinical studies over the last 13 years have shown that almonds can lower cholesterol as part of a diet low in saturated fat Weight management Recent studies indicate that almonds may improve satiety and can be eaten without the fear of weight gain Environmental research Production research Technical/Functional research Market Research Understanding market opportunities and threats 4
5 The Scope of the Industry Spanning 500 miles throughout the Central Valley Farm value Approximately $3 Billion 100% of U.S. production 6,000 growers, 100 handlers Approximately 80% of worldwide production #1 California agriculture export* Top U.S. horticultural export* * Value Basis 5
6 ** Thousand Pounds Bearing Acreage vs. Almond Production , ,0 Bearing Acres Production Lineare (Bearing Acres) , , , , , ,0 - ** estimated Source: Almond Board of California 6
7 Million Pounds Steady Growth, Record Production Export Domestic Crop Size 1800,0 1600,0 1400,0 Global demand and shipments anticipated to stay firm 1383,0 1615,0 1471,0 1800,0 1600,0 1400,0 1200,0 1084,0 1033,0 998,0 912,0 1117,0 1200,0 1000,0 800,0 600,0 400,0 756, , ,0 824, ,0 800,0 600,0 400,0 200, ,0 200,0 - Source: Almond Board of California 7
8 Significance and Diversity of Export Shipments 449,504 FY 2009/10 Shipments Top Ten Export Markets 143,359 Million Pounds 133, ,041 83,933 67,198 52,930 39,419 36,597 35,703 34,639 Middle East/Africa 15% Canada/Mexico 5% Central/ Eastern Europe 4% Other 1% Asia Pacific 32% Western Europe 43% Source: Almond Board of California 8
9 California Almonds: Creating and Supporting Demand Worldwide 9
10 Determining Where (and how) To Invest Almond Experience 1.5 Exploratory Emerging Evolving Established 1 W. Europe U.S. 0.5 N. Asia Canada Market Volatility 0 India Russia SE Asia C./E. Europe Market Stability -0.5 China -1 Mercosur Mexico Almond Inexperience 10
11 Strategy Development: Understand the Potential for Growth Health Consumer Culture Economy Growth Potential Key Categories Distribution 11
12 Global Marketing Strategy Geographic: U.S./Canada, EU China and India Japan, Korea Category: Chocolate Bakery/Patisserie Snack Market, Nutrition & Technical Research 12
13 North America: Where We Started in the Late 1990 s Consumers: Practically no top-of-mind awareness No positive health associations, some negative associations with Cholesterol Extremely low awareness of almonds as ingredients in CPG and Foodservice No differentiation amongst the nuts Challenge: Raise awareness of almonds as a tasty, nutritious ingredient and snack Health Professionals: Fat and Cholesterol confusion Calorie content overshadowed any nutrient or health benefit Nuts not top of mind for patient recommendations Challenge: Overcome the negative associations and raise awareness of the benefits of almond consumption 13
14 Comprehensive, Powerful Program Integrated program leveraging research, PR Consumers Advertising PR Health Professionals Consumers Health Professionals PR Advertising Food Professionals Advertising PR Volume Drivers Research Innovators 14
15 Almond Nutrition Research Overview: 1995 to present Substantiate the health and nutritional benefits Strong heart health focus 2003 FDA all-nut qualified health claim Over 75 papers now published Partnering with leading universities, institutions globally: UK, China, India $10 million research investment to date 15
16 Consumer Advertising Evolution An evolving message has shifted from taste and general health to taste and heart health Nutrition Taste July Taste and Versatility Taste and Nutrition Taste and Heart Health 16
17 California Almonds Advertising in North America Over 10-years of advertising and public relations in the North America market to raise awareness and demand for almonds Almonds are viewed as an essential, smart and contemporary Evolution of almond campaign message Almonds make food better Almonds make me better Almonds make life better everyday 17
18 California Almonds Growth in North America Almond usage, top-of-mind awareness and liking has increased with program spending U.S. Marketing $ Per cap U.S. Shipments Top-of-Mind Liking Health Perceptions Purchases Per Month
19 Marketing to the European Consumer 19
20 California Almonds in Europe: Campaign Evolution Almonds as an essential healthy ingredient Getting health professional advocates on board From disease prevention to wellness & lifestyle Recipe development Celebrity chef partnerships Heart-health research communication (PEP) Health Professional Advisory Board Medical congresses Trade/Food professional PR & advertising World Pastry Cup Sponsorship 20
21 Leveraging Research: EU Article 13 Health Claim Submission Food Benefit Conditions/claim Nuts Heart health Eating 30g of nuts/day (e.g. almonds, hazelnuts, pistachios, walnuts) as part of a balanced diet helps maintain heart health. Nuts Almonds Weight management (via satiety by protein and fibre) Maintains healthy blood total & LDL cholesterol and heart health Eating 30 g of nuts per day as part of an energy-restricted diet helps maintain a healthy weight. Consuming a handful (30g) of almonds per day as part of a diet low in saturated fat, helps to maintain healthy blood cholesterol and promotes heart health. 21
22 California Almonds in Europe: UK Campaign Almonds as an essential healthy ingredient Getting health professional advocates on board From disease prevention to wellness & lifestyle Focus on healthy snacking Recipe development Celebrity chef partnerships Heart-health research communication (PEP) Health Professional Advisory Board Medical congresses Trade/Food professional PR & advertising World Pastry Cup Sponsorship Guardian/Sainsbury Consumer summer promo Amanda Ursell nutritionist spokesperson Paid-for media partnerships (Good Housekeeping) UK consumer handbag campaign /consumer advertising 22
23 European Communication Approach Press Office Innova partnership E-Newsletter Collateral development Food Professional advertising Dietician/Nutrition Outreach Advisory Board E-Newsletter Health Claim Print & online advertising Celebrity spokespeople Paid for media Press Office E-Newsletter Health Prof. 7% Budget by Target Audience Manufacturers Retailers 18% Consumers 75% 23
24 Almonds: Almond Messaging Almonds become compelling, and relevant when positioned as a healthy, convenient snack Simple shift from ingredient for baking and holidays Using the almond tin to express relevance of almonds as a snack, lifestyle food choice 24
25 New UK Consumer Advertising: Launched January
26 In Summary: The California Almond Partnership Significant investments in food safety, quality, and research Stable supply to meet demand Integrated programs to benefit the long-term wellbeing of producers, customers, and consumers Versatility and value-adding advantages Proactive and committed to the long-term health of the industry 26
27 Thank you! Almond Board of California 1150 Ninth Street, Suite 1500 Modesto, CA 95354, USA Tel: +1 (209) Fax: +1 (209)
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