Participants in the tour engaged with multi-generational growers, learned about pollinator health and water efficiency practices, and gained insight into the zero-waste innovations behind almond coproducts. ABC staff, including health and nutrition experts, were also on hand to present the science behind almonds’ nutritional value.
“This wasn’t just a surface-level tour,” said Henderson. “It was designed to give participants a comprehensive look at our industry — from bloom to byproduct — and to address misconceptions directly through transparent dialogue.”
According to Henderson, the role of influencers in shaping consumer opinion continues to grow. “The media landscape has shifted significantly. Many consumers now rely on trusted online personalities for information, especially around food and nutrition. These influencers become important third-party validators when they have personal experience with our industry.”
The tour generated immediate results. During the event, attendees posted over a dozen organic Instagram stories, reaching an audience of more than 277,000 people and further content is in development. Beyond the digital reach, however, Henderson emphasized the long-term benefits of the program.
“Several participants shared that the experience ‘humanized’ the almond industry for them,” she said. “Understanding that these are family farms with deep roots and a commitment to responsible farming made a lasting impression.”
The bloom tour also highlighted the Almond Board’s integrated approach to marketing and communication. “This initiative combined industry education, public relations and digital marketing in a way that reflects the complexity and values of our sector,” said Henderson. “It supports both our brand reputation and our ability to respond proactively to questions about stewardship, nutrition and innovation.”
Stops included orchard and handler visits, and presentations from ABC’s coproducts team, who discussed advancements in finding new uses for almond hulls and shells. “These hands-on experiences build long-lasting relationships,” Henderson noted. “Even after the formal partnership ends, many influencers continue to share almond-related content, ask follow-up questions, and advocate on our behalf. It’s an investment in trusted voices who help us tell our story.”
As California’s almond industry continues to navigate public perception challenges, initiatives like the bloom tour serve as a valuable tool in building transparency and trust. By aligning key communicators with the values and practices of almond growers, ABC is helping to tell the industry’s story accurately — and effectively — across all platforms.
