The Almond Board of California is gearing up for the 2022 Board of Directors Election. While formal election announcements will be distributed next month, the Almond Board wanted to provide an update on open positions for this year’s election. This year, there are four open positions: two independent grower positions, one independent handler position and one cooperative handler position. Along with these four positions are also four corresponding alternate positions open for the election. (To note: Only independent positions are part of the general election, as the cooperative selects its own representatives.)
The Board of Directors guide the work of the almond industry’s federal marketing order (the Almond Board) and has led the California industry in the adoption of innovative research programs, expanding demand-building initiatives ahead of increasing supply, and leading through challenges to the industry’s reputation. Representing over 7,600 growers and approximately 100 handlers across the state, the Almond Board is responsible for establishing policy, recommending budgets and programs to the Secretary of Agriculture for approval, and reviewing program results and effectiveness.
Currently, nearly 200 active almond industry members volunteer to serve on ABC’s Board, Board-appointed committees, subcommittees and working groups. Getting involved provides an opportunity to help shape future successes, ensuring consumers and stakeholders support the industry’s vision that California almonds make life better by what we grow and how we grow.
If you are interested in learning more about running for a position on the Board of Directors, please contact ABC’s Toni Arellano at tarellano@almondboard.com. — Almond Board of California
Almond Board of California — Health remains the No. 1 motivator for European consumers to snack on almonds. But in a market leading the globe in environmental legislation and initiatives, there’s a new breed of eco-savvy consumers emerging who are turning their attention to how their food is produced and the impact it has on the planet.
At The Almond Conference 2021 in December, a panel of marketing and regulatory experts from the Almond Board of California and other organizations discussed some of the key trends in Europe.
The United Kingdom, France, Germany and Italy are the major markets for California almonds on the continent. Together with the other European Union countries, they account for about 25% of global almond shipments each year. Europeans consume about as many almonds annually as the United States, but the markets are much different and the strategies for reaching consumers reflect that.
“How food is produced is important to EU consumers,” said Christine Lott, senior brand manager for international consumers for Blue Diamond Growers. “They are very discerning about the food they eat. Taste is still king, but where it’s from and how it’s produced is a becoming a big factor in their purchasing decisions.”
Kath Martino, who helps manage and implement marketing campaigns in the EU, said there are four primary consumer trends evident in Europe.
Values-based eating – Basically, it’s a belief that you are what you eat. Food must taste good, but also be good for you. “It’s about more than food nourishing our bodies,” explained Martino. “It’s about wellness.”
Natural nutrition – Europeans really scrutinize food ingredients. They want to make sure what they’re putting into their bodies is giving them a natural source of nutrition.
Plant power – Plant-based eating is ingrained in Europe, especially the UK and Germany. A quarter of all new food products in those markets have a plant-based claim.
Thirst for knowledge – This reflects the increase in consumer skepticism. “People really want to trust what they’re putting into their bodies,” Martino said.
Ad campaigns tailored to audiences
The European market is far from monolithic. There are distinct differences in consumer behavior and expectations within the four markets ABC focuses on. Though health remains a core message throughout Europe, “We approach it differently in each market
so we can meet consumers where they are,” said Laura Morin, a managing director and partner of Sterling-Rice Group, which works with the Almond Board on marketing campaigns in Europe.
In the United Kingdom, for instance, ABC launched a marketing campaign in 2020 called “Do You Almond?” The integrated campaign involved out-of-home advertising, video on-demand TV, digital and social and most recently, the Almond Board partnered with 12 influencers on a series of fun and humorous videos and ads depicting how they “nail it like a natural” powered by their favorite snack – almonds.
Whether it be a daring kite surfing trick, a round of one-handed pull-ups, a labor-intensive landscape project or even parenting, influencers showed how almonds help energize them for their daily activities.
In Germany, marketing efforts portray almonds as a smart snack bursting with beauty benefits and energy. The “Snack the Sun” campaign features images of sunny California and emphasizes that almonds are a healthy and vibrant snack.
In France, almonds have continued to gain a foothold as a healthy snack in a market where snacking has not been considered “a norm” until the past decade. A new ad campaign that will debut this spring will build upon that trend. The ads will focus on how almonds can help people recharge during the day as well as position the nut as a source of long-lasting energy.
Of the markets ABC tracks, Italian consumers eat more almonds per capita than any other country in the world. “Italians are on the move and on the go, and they need a food that matches their busy lifestyle,” Morin said. ABC’s “Recharge Your Day” marketing campaign seeks to reinforce almonds’ popularity as a snack providing a natural source of energy that Italians can eat at any time.
Twin messages of health, sustainability
Europe is an important and influential piece of the global almond market. Twice as many almond-related products were introduced in Europe in 2019 compared to anywhere else in the world. The EU introduced more new almond products than anywhere else in the world in six key categories: Confectionary, bakery, bars, snacks, cereal and dairy.
Gathering, analyzing and acting upon reliable consumer information will be an important part of ensuring that people in the EU appreciate not just the health benefits of almonds, but also are aware that California growers are committed to environmental and sustainability practices that Europeans demand.
“Even as the world paused for COVID, we didn’t,” Morin said of data-driven marketing efforts in the EU. “We spread the word about the benefits of eating almonds as a healthy, sustainable part of a diet.”
What’s next in Europe? Dariela Roffe-Rackind, who manage ABC’s marketing campaigns there, cited these three areas:
Continue to reinforce the health halo around almonds, as this is what is most motivating to consumers and will help them grow their love for almonds
Talk louder about how almonds are responsibly grown, to help stop people from falling out of love with almonds
Inspire food professionals to expand the use of almonds
The 2021 California almond crop size has come considerably short of what was initially forecasted earlier this season. How will this reflect on prices and what other factors in the market are at play? Watch this brief interview with Richard Waycott, President of the Almond Board of California, as he explains.
Please thank this video’s sponsor Suterra for their industry support.
Almond Board of California — The 49th annual Almond Conference returned to Sacramento with a bang. Renovations to the newly named SAFE Credit Union Convention Center forced the conference to shift locations in 2019, and COVID-19 precautions forced the 2020 conference to a virtual format.
The Almond Board of California (ABC), abiding by Sacramento County safety mandates, welcomed 3,308 industry members back to downtown Sacramento with the biggest trade show in Conference history. 270 exhibitors blanketed the bottom level of the convention center with the latest products and innovations available to growers.
Day one of the conference, Tuesday, December 7, was dedicated for tradeshow time and the State of The Industry address. ABC President and CEO Richard Waycott and 2021/2022 Board Chairman Brian Wahlbrink headlined the address as co-anchors of “AlmondCenter”, a fast moving and informative ninety minutes of almond action news. ABC staff were positioned as field reporters who brought the latest information to attendees about shipping delays, water issues, marketing efforts, industry resources and more.
At the conclusion of the “AlmondCenter” production, Waycott and Wahlbrink announced the winners of the annual industry awards. George Goshgarian Sr. was presented with this year’s Almond Achievement Award, and Ken Stevenson was the recipient of the new Almond Technical Achievement Award. ABC and the industry thanked both award winners for their dedication and service to the industry over their respective careers. The industry then adjourned back to the tradeshow for an opening reception.
(From left to right) Brian Wahlbrink, Swati Kalgaonkar, George Goshgarian Sr., Karen Lapsley and Richard Waycott (Photo Courtesy of the Almond Board).
The vast amount of information dispersed at The Almond Conference began on day two, Wednesday, December 8. Growers and industry members learned the latest about key topics during three blocks of four consecutive sessions at 8:40 a.m., 10:00 a.m. and 2:45 p.m. A break in the action on day two was during lunch as Mattson President and Chief Innovation Officer Barb Stuckey addressed attendees. She talked about the latest in product development such as almond milk base – a 100 percent almond powder that when water is added becomes almond milk. Stuckey also identified areas that she sees as opportunities for almonds to enter the market like almond baked goods, pizza crusts, pastas and tortilla chips.
Mattson President and CIO Barb Stuckey addressing attendees at lunch on day two (photo courtesy of the Almond Board).
Educational sessions continued into day three of the conference with 11 more talks on marketing tactics, production information and more. Attendees also got a chance to hear the incredible story of Dan On, global CEO of Dan-D Pak. Born in Saigon, Vietnam — now known as Ho Chi Minh City – On’s journey includes escaping the Vietnam War, surviving pirate attacks on the open sea and living in a Malaysian refugee camp. On ultimately was brought to Canada through a Hope Lutheran Church program. After being adopted by Irish Canadian parents who sold granola, On came up with the idea to sell the ingredients separately which became a lucrative business decision. The Dan-D Group is now an importer, manufacturer, and distributor of cashews and other tree nuts, nut butters, dried fruits, snack foods and spices from around the world with approximately 1,000 employees in Canada, Vietnam, Thailand, United States, Taiwan, Hong Kong and China, with headquarters in Richmond, British Columbia.
The Almond Conference 2021 wrapped up with the annual Conference Gala Dinner, with a twist. This year, the Gala Dinner was transformed into the Nuthouse Honky Tonk Bar with a private concert from up-and-coming country music star Tyler Rich. As a California native, Rich entertained hundreds of industry members with original songs such as “The Difference” and “Leave Her Wild”.
ABC also included a few special presentations at the Gala Dinner. The 2020/2021 Almond Leadership class was recognized for their dedication and effort over the past two years, as the Covid-19 pandemic extended the 2020 class experience. ABC also recognized the lifetime contributions of Bill Morecraft Jr. who is retiring from Blue Diamond Growers after 35 years in the industry.
During the three-day event, ABC and the Almond Leadership Program ran a silent auction that netted over $11,000 for California Future Farmers of America. Thanks to the generosity of Emerald Sponsor Qcify, that total will be increased to over $36,000 going towards scholarships for graduating FFA students planning to pursue a degree in agriculture.
The Almond Conference 2021 would not be possible without the support of sponsors. ABC would like to thank the 2021 Metal Sponsors for their generosity this year.
All Conference presentations will be available soon HERE. The Almond Conference will again be in Sacramento at the SAFE Credit Union Convention Center in 2022. Industry members are encouraged to save December 6-8, 2022 as dates for the conference.
Port congestion and unresolved international trade disputes are tough enough, without China’s new facility registration requirements going into effect at the start of 2022 for food export destined for China. Watch this brief interview with Keith Schneller, Trade Policy Specialist for the Almond Board of California, as he explains the issue and how FDA is addressing it.
Please thank this video’s sponsor Suterra for their industry support.
The European Union represents the California almond industry’s top export market; however, they also maintain the strictest standards regarding maximum residue levels (MRLs) for toxins of any kind. Herbicide residues have been the source for some recent MRL rejections, but how are they getting on the nuts? Watch this brief interview with Drew Wolter from the Almond Board of California as he addresses the issue.
Please thank this video’s sponsor Suterra for their industry support.
Navel Orangeworm is not the only major pest of California almonds. Leaffooted bug damage is also leading to crop rejections, and unfortunately, growers do not have a lot of tools for managing this pest. Watch this brief interview with Drew Wolter from the Almond Board of California as he explains.
Please thank this video’s sponsor Suterra for their industry support.
The North American Pollinator Protection Campaign (NAPPC) on Tuesday presented its Business for Bees Sustainability Award – an honor reserved for standout organizations that go above and beyond to support pollinators – to the Almond Board of California (ABC) and the state’s almond farmers.
“This is about their long-term dedication to supporting all pollinators in their orchards and throughout our ecosystem,” said Kelly Rourke, executive director of Pollinator Partnership, which founded NAPPC 21 years ago. “We’ve worked with them for many years and this is well-deserved recognition of their steadfast commitment to engaging farmers in pollinator conservation on multiple levels. The Almond Board and the entire almond industry have really moved the needle to raise awareness and generate action to protect pollinators.”
NAPPC has only given out its Business for Bees Sustainability Award once before. It is given in years when there is a business taking extra special steps to protect bees and all pollinators and to advance sustainability and innovation.
“ABC’s name is on this award, but it really goes to the 7,600 almond farmers in California,” said Josette Lewis, ABC’s chief scientific officer. “Farmers understand how important pollinators are to growing almonds and to all of agriculture and the environment. They want to be part of the solution.
The reasons for the award, Rourke said, include ABC’s leadership in founding the California Pollinator Coalition, its work promoting on-farm pollinator habitat and its support of years of research and education about the best practices for providing hospitable environments for pollinators in almond orchards and in other habitats.
ABC worked with Pollinator Partnership and the California Department of Food and Agriculture last spring to create the California Pollinator Coalition (CPC) which brought together a broad array of grower organizations across the state’s ag and environmental landscape to help promote the health of wild and managed pollinators.
“The formation of the California Pollinator Coalition was such a big step,” said Laurie Davies Adams, Pollinator Partnership’s Director of Programs, who helped found the CPC. “This is a unique statewide coalition that brings together every grower, farmer and rancher group. I don’t think that’s ever happened before. It’s going to make a real difference on the ground.”
NAPPC is a collaboration of diverse partners from the U.S., Mexico and Canada. It includes respected scientists, researchers, business people, conservationists and government officials. NAPPC works to promote awareness and scientific understanding of pollinators, to find common ground for solutions and to create innovative initiatives that benefit pollinators. NAPPC is administered and supported by Pollinator Partnership, a non-profit headquartered in San Francisco with a mission to promote the health of pollinators through education, conservation and research.
The award was announced during NAPPC’s 21st Annual International Conference, held virtually this year for the second time and hosted by the Pollinator Partnership and the Smithsonian National Museum of Natural History. The conference and award ceremony were planned for the Smithsonian before being forced to remain virtual because of COVID-19.
Rourke and Adams said they would have liked to have given the honor in person to show how much they appreciate ABC’s work. “The strong effort that the Almond Board of California has mounted with the support of the almond industry to engage farmers and the entire agricultural community far beyond almond orchards is really impressive,” Adams said. “Bringing every grower group together to have an agriculturally-led coalition for pollinators is significant. It will provide building blocks for even more engagement and large results. It’s a pioneering effort that other states are seeking to emulate.”
“This is an outstanding honor for our farmers,” Lewis said, “especially considering all the good work that NAPPC and the Pollinator Partnership do. As much as anyone, almond farmers are tuned in to the importance of pollinators to their crops and our ecosystem. That’s why they work so hard to make their orchards healthy places for pollinators.”
Almond farmers across California’s Central Valley sit in what is essentially a flyway for pollinators. In recent years, almond farmers have applied to certify more than 110,000 acres of Bee Friendly Farming®, providing pollinator habitat and integrated pest management across the valley to keep that flyway healthy and create badly needed floral resources that compliment and expand beyond the annual almond bloom.
“Almond farmers have doubled the number of acres of bee friendly habit in California and in that pollinator flyway,” Lewis said. “We’re proud to help lead a broad coalition of agriculture and conservation groups to work together to promote and preserve habitat for pollinators.”
About the Almond Board of California
ABC is a Federal Marketing Order dedicated to promoting California almonds to domestic and international audiences through marketing efforts and by funding and promoting research about almonds’ health benefits, efficient and sustainable farming, food safety and more. ABC works on behalf of the more than 7,600 almond farmers and processors in California, many of whom are multi-generational family operations.
About The North American Pollinator Protection Campaign
For over 20 years, NAPPC has brought together stakeholders from all sectors of the pollinator issue in a collaborative partnership to support pollinator health across the North American continent. More than any other single organization, the collective effort of these 180 plus organizations has made pollinator health a feature in conservation landscape management. From its many Task Forces, NAPPC affects change and moves solid science into real progress on the ground. Managed by the Pollinator Partnership, more can be found about NAPPC at NAPPC | Pollinator.org.
The United States continues to be the largest supplier of tree nuts to Europe. While EU investment and production of tree nuts continue to increase, production is still far from meeting domestic demand. In 2020, EU-27 tree nuts imports from the United States reached $2.8 billion USD. The COVID-19 health crisis and the logistical issues and delays experienced globally moderately decreased U.S. exports of tree nuts to the EU, but exports began recovering in the first half of 2021. The demand for tree nuts is expected to remain strong, as consumers continue to demand healthy snacks and the hospitality, HRI, and impulse purchase channels are steadily recovering.
Executive Summary
The EU Market: A Key Trading Partner for US Tree Nuts
In 2020, the European Union (EU)-27 imported $7.2 billion in tree nuts from the world. The United States, with $2.8 billion, is the largest EU-27 tree nuts supplier, accounting for 39 percent of total imports. Turkey is the second largest supplier with 22 percent of imports, followed by Vietnam, Chile, and Iran.
U.S. almonds (both in-shell and shelled) totaled $1.5 billion , followed by pistachios with $699 million and walnuts with almost $393 million. Within the EU, the most significant importers of U.S. tree nuts (in order of importance) are Germany, Spain, and The Netherlands. These numbers prove the importance of the United States as an agricultural trading partner to the EU.
The Food Processing and the Snack Industry Remain the Most Significant Buyers
The growing popularity of healthier snacking and eating habits among European consumers continues to encourage consumption of nuts, both tree nuts and ground nuts. Tree nuts are covered in the media and food blogs for their health benefits. Many consumers perceive them as beneficial and increasingly include them in their diets. The desire for general health and wellbeing, the increasing interest in plant-based diets (vegan and vegetarian) – along with the publication of scientific studies highlighting the benefits of nut consumption – continue fueling demand for these products.
In addition, the European food processing and snack industries are the largest users of tree nuts, both as an ingredient (for traditional sweets and pastries) and for re-processing and re-export to third countries. Almonds are mainly used as an ingredient for the manufacturing of marzipan, nougat, turron (a Spanish traditional Christmas confection), and many other pastries and sweets. European food manufacturers also use walnuts and pistachio nuts as an ingredient for manufacturing ice cream and confectionary products.
The snacking industry is channeling its efforts to offer consumers new products and new ways to consume nuts. Thus, due to the mature nature of the European market, EU manufacturers are focusing their strategies on launching new value-added innovative products rather than focusing on volume sales. They continue to emphasize the health benefits of tree nuts, both through advertising campaigns and in packaging.
During the COVID-19 restrictions in 2020, retail was the big winner, particularly in the first half of 2020, with the closure of the HRI channel in most countries. With nuts becoming an increasingly important part of European consumers’ diet, the challenge for retailers will be to find the right balance between price, quality and formats that best suit consumer demand. In addition, consumers are paying more attention to sustainability and responsible consumption. Eco-friendly production, packaging, and distribution is becoming more popular amongst European consumers, especially in northern countries.
Expanding Business in the EU Market
The COVID-19 impact on trade shows has been significant since trade shows came to a halt with the pandemic. With the gradual removal of restrictions, the trade show industry is slowly but surely reopening. Trade shows are an excellent opportunity to get to know the market and to meet potential importers. New-to-market exporters interested in getting a better understanding of EU food regulations and market opportunities are encouraged to reference the Food and Agricultural Import Regulations and Standards (FAIRS) reports and Exporter Guides produced by various EU FAS Offices.
U.S. Cooperators Active in the EU Market
Trade associations like the Almond Board of California, American Pistachio Growers and the California Walnut Commission continue to develop strategies for the EU market. These trade associations, in cooperation with FAS offices, work actively to further develop the market for U.S. tree nuts. Read the full report from the USDA Foreign Agricultural Service, including specifics on almonds, walnuts and pistachios HERE.
UC Davis researchers are evaluating the use of pelletized compost made from dairy manure and almond tree twigs, to create safe, pathogen-free, value-added amendments to boost soil health.
Building healthy soils has tremendous benefits. Increasing the amount of organic matter within the soil can improve water retention and protection, reduce erosion, sequester carbon, and improve crop yields. Increasing water scarcity and severe drought conditions make boosting soil resilience an even greater priority for California. Researchers are exploring how the environmental benefits of healthy soils initiatives can extend even further when readily available agricultural resources are used in regenerative ways.
A team of UC Davis researchers, led by Dr. Ruihong Zhang, has recycled dairy manure and almond twig waste into a nutrient-rich, safe, organic soil amendment. The new product was created and applied, and its effects continue to be studied. The idea is that the woody material can capture nutrients in the manure and slowly release them, as needed, into the soil. Because the product is also pelletized, it can be applied to croplands and orchards with standard farm equipment. Ultimately, the researchers hope to create a new model for using recycled agricultural resources to sequester carbon and provide benefits to the soil, crops, and the environment.
The partnership was a natural fit, as the Central Valley is home to many neighboring dairy farms and almond orchards, which have a long history of collaboration. Dairies are already major consumers of almond co-products, including hulls (used as a highly nutritious feed ingredient) and shells (used as a bedding material). With a goal of achieving zero waste by 2025, the California almond community has been actively investigating a wide variety of ways to utilize woody biomass, including twigs, pruned branches, and tree removals. Meanwhile, the dairy community has been exploring ways to expand use of manure nutrients across California’s diverse agricultural landscape.
“Creating valuable manure-based soil amendments is an area that the dairy sector has been focusing on, but there are some challenges,” said Denise Mullinax, Executive Director of the California Dairy Research Foundation (CDRF). “We know that farmers want a soil amendment with a consistent and reliable nutrient profile. It also needs to be easy to transport and apply. That’s why we are thrilled to support this team of esteemed researchers and to partner with the almond industry on this project. Together, we’re piloting a new avenue to enhance the benefits of both manure and woody biomass.”
The initial project was funded by the California Department of Food and Agriculture (CDFA)’s Healthy Soils Program. As the project scope grew, the researchers were awarded additional funding from the demonstration category of CDFA’s Alternative Manure Management Program. With supplemental support from the CDRF and the Almond Board of California, the research project developed to include a team of more than 20 individuals—including researchers, farmers, and industry collaborators—contributing throughout a three-year timeframe. The project includes two seasons of creating soil amendments and applying them to the orchard, and three years of studying effects on soil health, emissions, tree health, and crop yield, while ensuring food safety.
Using composted manure from Wickstrom Dairies, the study will shine a light for future research on expanding and improving manure utilization. Like many California dairies, the farm uses a separator system to remove solids from liquid manure streams. The solids are then sun dried in rows that are turned over periodically, as a form of composting. Dried manure solids are traditionally used for bedding or are applied to dairy forage fields. For this study, a portion of the finer manure solids were co-composted with twigs from almond production and then ran through a pelletizer. Pelletizing the compost is intended to provide a more consistent blend, while creating an easy-to-use product. The pelletized compost product has now been applied to the pilot orchard for two consecutive seasons. Four treatments were used to examine differences in manure-only verses manure-twig and pelletized versus non-pelletized compost products.
“We look forward to seeing the final results,” said Mullinax. “Dr. Zhang and her team are demonstrating that it’s possible to make a pelletized product that is safe and easy to use, while fully assessing the environmental benefits. It’s projects like this that will pave the way for implementing advanced nutrient management on a larger scale, greatly enhancing soil health and further improving water conservation and protection.”
The research team highlighted the project by providing a virtual field day, and they plan to host another outreach event this fall. Research is scheduled to conclude in March 2022. However, longer-term effects on soil health will continue to be studied. And the final report will only be the beginning of more learnings to come.
Potential research areas to be explored next include applications on different kinds of crops, comparing a pelletized versus granulated product, and using varying types of dairy manure solids (from different types of separators, settling basins, and lagoon solids). Additionally, the use of infrared technology versus composting will be explored prior to pelletization or granulation. All options will also need to be assessed for cost-effectiveness and potential scalability.
The manure-twig project is part of a broader, collaborative effort to expand manure’s role in healthy soils. California dairy farmers will continue to work with researchers, state officials, and other agricultural professionals to find more ways to maximize manure’s role in building healthy soils and protecting our air, water, and climate. The possibilities for sustainable solutions are bright when farmers and scientists come together to make new use of existing resources and technologies.
California dairy farmers will continue partnering to help make an underutilized resource an important part of a healthy-soil future.
