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Global Demand Initiatives Featured at TAC


Building global demand for California almonds, the top priority for the Almond Board of California. And it’s also the name of the ABC marketing session at The Almond Conference 2023. ABC is once again packing all the exciting California almond promotional activities into one general session. Scheduled for Thursday, December 7, 2023, from 8:00 to 9:15 a.m., the session will provide a platform to showcase global demand-driving initiatives around the world. 

The discussion will feature notable highlights, including the impactful presence of Coach Prime and the 'Own Your Prime’ campaign, emphasizing the success of this partnership. The session also promises insights into diverse market campaigns, such as the recently launched ‘The Mother of All Snacks’ in Germany and developments in India's cricket-focused initiatives. The strategic integration of nutrition research will be a focal point, exploring avenues to communicate almonds' health benefits in innovative ways. 

A notable addition to the presentation is Mickey Citarella from SRG – a partner agency to ABC – who will shed light on broader trends in food consumption and their impact on almonds. With the evolving landscape of consumer habits post-COVID, the session aims to address challenges and strategies to sustain and enhance global almond demand. The engaging session, featuring industry partners and insights, is a must-attend event for almond growers and stakeholders at The Almond Conference 2023. Attendees will also have the opportunity to win a signed football by Coach Prime himself, Deion Sanders.