CALIFORNIA WALNUTS: An Industry Working Together. California Walnut Board & Commission

Transcription

1 CALIFORNIA WALNUTS: An Industry Working Together California Walnut Board & Commission

2

3 You the grower produce the highest quality Handlers supply and service the markets The Board & Commission Fund Production Research Direct the Health Research Program Work to open new markets Give you a regulatory voice Increase use and usage among target audiences

4 Production Research Food Safety Grades & Standards Regulatory Matters U.S. Marketing to Build Demand Volume Control The Foundation of Success

5 Health & Nutrition Research U.S. & International Market Development Educate government officials Non-tariff trade barriers Trade Policy (FTA) Regulatory Issues Communication within the Industry The Foundation of Success

6 Short tons (in thousands) * Crop Year *Estimate

7 Average Price Per Pound $1.60 $1.40 $1.46 $1.52 $1.20 $1.00 $0.80 $0.60 $0.59 $0.58 $0.70 $0.79 $0.82 $1.15 $0.64 $0.86 $1.02 $0.40 $0.20 $- 02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 Crop Year

8 Total Value Production $1,600, $1,400,000 $1,200, $1,000, $800,000 $600,000 $400, $200, $0 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 ' '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 Total Value (in thousands) Production (in thousands of tons) Linear ( Total Value (in thousands) ) Linear (Production (in thousands of tons))

9 Pounds 600,000, ,000, ,000, ,000, ,000, ,000,000 0

10

11 WORKING TOGETHER: PRODUCTION RESEARCH ACTIVITIES

12

13 21 Projects, $1.5 Million focused on: Genetic Improvement: $520,000 Pathology/Nematology: $400,000 Orchard Management: $390,000 Entomology: $273,000 UC Davis Endowment now at $2 Million

14 Resistant Rootstocks Molecular Markers Traditional Breeding

15 Chandler Howard Tulare

16 Early Chandler Paradox VX211 & RX1 Water Issues Chandler Manex Sec.18 Husk Fly Ethephon Spray Howard Tulare Genomics Vina, Serr Phytophthora Tree Density IPM Award Codling Moth Pheromone New Diseases

17 Systematic review of past 20 years Paper developed demonstrating progress Better use of sprays, softer products Progress in irrigation, pruning CM disruption reduces pesticide use Better rootstocks and varieties

18 WORKING TOGETHER: HEALTH RESEARCH

19 120+ Papers Published

20 First study Loma Linda NEJM Scientific Advisory Council ( 95) FDA Health Claim 1.4 billion impressions

21 1 st AICR Grant ( 05) AHA Heart- Check EU Health Claims

22 8 in 10 U.S. Impressions UCLA Male EU Claims New News 1 st Study NEJM Scientific Adv. Council Barcelona Trial Hardman Cancer Cancer FDA Claim AHA Heart Check AICR (9) Breakthrough Research Dietary Guidelines

23 1987 0% purchased walnuts for their health benefits % believe walnuts are healthy & health is the #1 reason for purchase

24 WORKING TOGETHER: MARKET DEVELOPMENT

25 Build Demand in Existing Markets Evaluate and Prioritize Markets Opening New Markets Supplement Industry Funds Market Access (MAP) and other federal grant programs

26 Japan NPDC German Discounters Korea Inshell Access

27 China Program Begins Korea FTA India Access

28 India Access AHA Heart- Check Korea FTA Assess New Markets German Discounters Dr. Oz China Program Increase Usage Frequency Japan NPDC Korea Inshell Access Consumer Ads US Foodservice Pursue Health

29 Public Relations Media Events Bakery Tie-Ins Partnerships Advertising Trade Promotion Social Media Food Service Promotions Retail Promotions Opinion Leader Outreach

30

31

32 Walnut Summit at the Culinary Institute of America Foodservice Promotions Advertising

33

34

35 Korean Nutrition Society

36

37 DEMAND

38 Good Inventory Position Only reached one-third of domestic consumption potential Building new export markets Expand health research program

39 First Time Result of 2008 Order revision One simple yes or no vote on the ballot Vote to continue operation of the Board Ballots to be mailed March 31, 2014 by USDA s Agricultural Marketing Service Ballots must be postmarked no later than April 19, 2014

40

41 California Walnut Board & Commission 101 Parkshore Drive, Suite 250 Folsom, CA (916)

42

43 Acreage (in thousands) '97 '99 '01 '03 '05 '07 '09 '11 13 Year Bearing Acreage Linear (Bearing Acreage)

44 Pounds 250,000, ,000, ,000, ,000,000 50,000,000 0

45 Inshell Equivalent Pounds (in thousands) 700,000, ,000, ,000, ,000, ,000, ,000, ,000, Crop Year Domestic Export Linear (Domestic) Linear (Export)

46 The term ''sustainable agriculture'' means an integrated system of plant and animal production practices having a sitespecific application that will over the long-term: Satisfy human food and fiber needs. Enhance environmental quality and the natural resource base upon which the agriculture economy depends. Make the most efficient use of nonrenewable resources and on-farm resources and integrate, where appropriate, natural biological cycles and controls. Sustain the economic viability of farm operations. Enhance the quality of life for farmers and society as a whole.

47 Mediterranean diet may be better for your heart than cutting down on fat. The Mediterranean diet is rich in healthy fats like omega-3 fatty acids found in walnuts, but is low in saturated fats from fried foods. (CBS News, 2/25/2013) Walnuts: The Original Health Nut Studies show regular walnut consumption is associated with lowering bad cholesterol, raising good cholesterol and lowering risk for heart disease. In animal studies, walnuts have even been associated with slowing breast cancer growth. (NYTimes.com, 10/02/2009) Need a Snack? Walnuts were found to reduce inflammation and oxidation of the arteries by harmful fats, which can lead to heart disease. (Time Magazine, 12/25/06) Nuts & Fat are Bad! (Newsday, 12/23/90) Good for Salads & Snacks (USA Weekend, 9/23/01) Eating walnuts daily can give sperm an extra kick. A couple of handfuls of walnuts a day can make a man s sperm stronger, faster and prettier, researchers said and it s possible the nuts could provide a natural solution for some men with fertility problems. (NBC News, 8/17/2012) A Good Reason to Be Nuts About Walnuts Walnuts pack a more potent heart-health punch than other nuts. (WebMD, 1/05/12) Good Fat vs. Bad Fat: Nuts are Good (LA Times Syndicate 2/22/95)

48

49 BOARD PR on Taste Messaging Consumer Advertising Website Social Media Foodservice Market Research Sponsorships (HealthCorps, DFA, Ag in the Classroom, Center for Land-Based Learning, etc) COMMISSION PR on Health Benefits and Research Studies Key Opinion Leaders Tradeshows & Conferences Health Professional Advertising Health Professional Outreach Industry Outreach