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Marketing Bulletin, May 2023: Leveraging Nutrition Research, German Partnership, Expo West

May's Marketing Bulletin from the Global Market Development and Reputation Management teams at the Almond Board of California. 


Leveraging Nutrition Research 

The Almond Board is currently running ads on Facebook and Instagram encouraging consumers to learn more about the benefits of eating almonds before meals. Ads seek to reach people that express interest in topics such as specific diet trends (e.g., paleo, keto), nutrients, or visit health websites like WebMD, and more.  

The ads just aren’t running in the U.S. but have been translated into local language and are running in seven other markets around the world. They will run through mid-May in an effort to support two new research studies that have been published in recent months and are featured in the press release Eating Almonds Before Meals Improved Blood Sugar Levels in Some People with Prediabetes 

A First-of-its-kind German Partnership 

The Almond Board of California has formed an editorial partnership with Brigitte, a popular German women’s lifestyle magazine, to educate Germans on how California almonds are grown sustainably and are nutritious. The partnership includes online and print articles, and videos emphasizing the industry's water and zero-waste practices.  

In the messaging, almond grower Christine Gemperle discusses how almond farmers use water efficiently, reducing water consumption per pound of almonds by 33% between the 1990s and 2010s. The articles also cover the health attributes of almonds – which include 13 grams of unsaturated fat (only 1 gram of saturated fat) and 6 grams of protein pers serving – and include comments from German nutritionist Rebecca Kunz. The efforts are the first editorial partnership designed specifically for the German market. 

Expo West and Award 

The Almond Board of California attended the Natural Products Expo West, the world’s largest natural, organic, and health products trade show, to keep up with the latest trends and innovations in the food industry. ABC staff prioritized interacting with companies that include almonds in their products as part of their ongoing effort to support food makers who incorporate almonds in their recipes. Sustainability was a dominant theme at the event, with companies supporting regenerative and organic agriculture, upcycling food, and utilizing sustainable packaging.  

Consumers expect brands to be transparent about their sustainability initiatives, and companies are including consumers on the journey to make informed purchasing decisions that align with their values. The Expo West also focused on the slogan "real food and local communities," and how brands add value to the local community. The event highlighted the health and wellness of food products, and how consumers want to know how foods and specific ingredients can benefit their personal health. Also at the conference, The Almond Project, a multi-year, farmer-led project by Treehouse California Almonds, was honored with the Regeneration & Sustainability Award for their sustainability program. ABC Board Member Joe Gardiner accepted the award on behalf of Treehouse California Almonds.