Pacific Nut Producer Magazine

Tag: California Walnut Commission

  • Robert Verloop Named CEO of California Walnut Board and California Walnut Commission

    The California Walnut Board (CWB) and the California Walnut Commission (CWC) are pleased to announce that Robert Verloop has been named executive director and chief executive officer, effective July 11, 2022. The CWB and CWC represent over 4,500 California walnut growers and nearly 90 handlers, producing over 1.4 billion pounds of walnuts in 2021 that ship to more than 50 countries around the world.

    “We are excited to bring onboard an experienced strategic leader such as Robert, his background will well serve the California walnut industry. He has the unique experience of leadership roles as a grower/shipper of highly perishable produce and in commodity organizations. Robert understands the challenge to ‘move the crop.’ In addition, he has extensive knowledge and creativity as a marketer working in complex domestic and international markets,” said Bill Tos, the California Walnut Board’s Executive Committee Chairperson.

    Mr. Verloop recently held the position of COO for Coastline Family Farms, a family-owned vegetable grower/shipper. Previously, he held executive/ leadership roles with Naturipe Farms/Naturipe Brands, Sunkist Growers Inc., and the California Avocado Commission. In those capacities, Robert worked in such areas as marketing and sales promotions in retail, foodservice and ingredient channels in domestic and global markets; issues management; strategic planning; and government relations, working with various state and federal agencies, including USDA, FAS/ATO, CDFA, and FDA.

    “When he was a member of the then-Produce Marketing Association Board of Directors, Robert showed a true drive to help find and create solutions for the global produce and floral community. His focus on disciplined marketing and uncovering the implications in challenges and opportunities helped us immensely, and I expect the walnut industry will realize these same leadership benefits,” said International Fresh Produce Association CEO Cathy Burns.

    “I am looking forward to working with the staff, the two Boards (CWB and CWC), and the growers and handlers that make up the California walnut industry. Walnuts are highly versatile and nutritious, ideal for plant-based eating. In collaboration with the growers and handlers we must respond to rapidly evolving market conditions with a sense of urgency and purpose and continue to build an ongoing dialogue with key customer segments in order to drive sales in all market segments,” added Verloop. “I am also keenly aware of the multi-generational nature of an industry dating back more than a century. The new generations are inheriting a dynamic industry that continues to evolve through innovation, starting with new advances in orchard management practices, post-harvest management, and developing exciting new consumer products that showcase the versatility and delicious taste of nutritious California walnuts.”

    The CWB and the CWC play a vital role in expanding walnut usage occasions and understanding walnuts’ health benefits, solving for production and post-harvest challenges, protecting the industry against burdensome regulations, and building demand for California walnuts globally. Despite current supply-chain challenges, there is rising demand for walnuts given their versatility and wide range of studied health benefits. Interest in plant-based eating around the globe is an opportunity for walnuts, which contain protein and fiber, and are the only nut that is an excellent source of essential plant-based omega-3 ALA.[1]

    “We look forward to Robert and the CWB and CWC staff working in collaboration with the industry to address the near-term challenges in supply chain logistics, port congestion and rising costs. At the same time, we will refresh and refocus our long-term strategies given the evolving marketplace and not waiver our focus on the mission of market development and increasing consumer demand globally for our future crops,” added Tos.

    About the California Walnut Board

    The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.

    About the California Walnut Commission

    The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The Commission is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA). The CWC is mainly involved in health research and export market development activities. For more industry information, health research and recipe ideas, visit www.walnuts.org.

  • The California Walnut Board and Commission Begin Search for New CEO

    The California Walnut Board (CWB) and California Walnut Commission (CWC) is searching for a new CEO/Executive Director as Michelle Connelly, who currently holds the position, has resigned. Connelly’s last day will be February 11, 2022.

    “We are grateful for Michelle’s years of service to our industry. During her nearly 18 years with the CWB and CWC, Michelle led a strong team of professionals that proudly serve our walnut industry and achieved numerous milestones and successes,” said Bill Tos, Chair of the CWB Executive Committee and Bill Carriere, Chair, of the CWC Executive Committee.

    In a letter to Board and Commission, the chairmen highlighted several accomplishments during Connelly’s tenure, including:

    Michelle Connelly

    · Modernization of the Marketing Order to deliver more for the Walnut industry while eliminating outdated provisions.
    · Creation of sustainability work to demonstrate the industry’s good environmental stewardship practices and to support the industry in answering consumer and regulatory expectations.
    · An overall marketing program return on investment of 14:1, eclipsing the 6:1 benchmark ROI for similar commodity programs.
    · Expansion of industry communications to further engage with growers/processors, including 2021’s inaugural walnut conference collaboration.
    · Increased advocacy efforts to raise walnuts visibility among lawmakers to support walnut growers’ and handlers’ ability to produce, process and trade.
    · Creation of a strategic roadmap to market for growth domestically and internationally.

    “It has been a privilege, honor and pleasure to serve the growers and handlers of the California walnut industry. I am beyond proud of what this team has accomplished, and I am confident in the industry’s sustained success,” said Connelly.

    In sharing the news, the chairmen reiterated the efforts of the California Walnut Board and California Walnut Commission are critically important to the success of the industry.

    “The CWB leads the way in helping to increase the understanding of walnuts benefits, expand walnut usage occasions, solve for production and post-harvest challenges, and identify new opportunities for growth and prosperity for California walnut growers and handlers,” said Tos.  “The California Walnut Commission plays a vital role in global market expansion and consumption, conducting nutrition research to address public health issues, and advocating for walnut growers and handlers to lawmakers,” added Carriere.

    A search committee has been formed that will identify a firm to assist with the search process in the coming weeks.

    About the California Walnut Board

    The California Walnut Board (CWB) was established in 1948 to represent the walnut growers and handlers of California. The CWB is funded by mandatory assessments of the handlers. The CWB is governed by a Federal Walnut Marketing Order. The CWB promotes usage of walnuts in the United States through publicity and educational programs. The CWB also provides funding for walnut production, food safety and post-harvest research.

    About the California Walnut Commission

    The California Walnut Commission, established in 1987, is funded by mandatory assessments of the growers. The CWC represents over 4,800 growers and approximately 90 handlers (processors) of California walnuts in export market development activities and conducts health research. The CWC is an agency of the State of California that works in concurrence with the Secretary of the California Department of Food and Agriculture (CDFA).

  • Millions in India See California Walnuts on TV

    Building on their mission to promote the benefits and many ways walnuts can play a role in the overall health of consumers in the U.S. and around the world, the California Walnut Commission (CWC) published results from their recent multimedia campaign in India. The campaign focused on educating consumers on how walnuts add valuable plant-based omega-3, protein and fiber to their diet. Here are the highlights:

     

    • The wide-reaching awareness campaign was live from November 2020 through February 2021 and was supported by print ads placed in leading consumer and trade publications, digital ads, as well as point-of-sale displays in major retailers across India.
    • The CWC engaged top influencers, including celebrity chefs, nutritionists and fitness experts, to provide inspiration and recipe ideas through their social channels.

     

    • The CWC utilized advertising on broadcast television from mid-December through mid-January, reaching 1.2 billion consumers weekly.

     

    This campaign highlights the value of the CWC and showcases its efforts to expand California walnuts use and consumption in India. “Despite high tariffs in this market, there is still an opportunity to build consumer demand for California Walnuts,” said Pamela Graviet, Senior Marketing Director, International, for the California Walnut Commission. “California Walnuts are a versatile ingredient, known for their high-quality, consistency and mild flavor, and the CWC is focused on building trade capacity to bring awareness to these attributes.”

  • California Walnut Industry Gears Up To Market Record Crop

    On August 28, USDA NASS released the Objective Measurement of the 2020 walnut crop at 780,000 short tons, an increase of 19% over the prior year. “The industry has been expecting increases given continued growth in new acreage, more densely planted orchards, and heavier yielding varieties and has planned accordingly,” stated grower Robert Driver, California Walnut Commission (CWC) Chairperson. “Demand creation for future crop utilization has been years in the making, with the industry’s strategic plan focused on growing sales in the U.S. domestic market and internationally.”

    To take advantage of the large crop and continued demand, a tremendous growth opportunity exists in the U.S. market to expand all sectors of the walnut business across retail, food manufacturing/industrial and foodservice. “We have been planning for these larger crops by expanding consumption through all sectors,” said Michelle Connelly, Executive Director/CEO of the California Walnut Board and Commission (CWB/CWC). “Despite what you might think, per capita consumption of walnuts is only 0.6 pounds per year in the U.S., leaving an exceptional opportunity to further develop consumers’ love of walnuts.”

    Efforts are underway to expand grocery retail presence through two national promotional campaigns, which include a program focused on growing the snacking segment. “While walnuts are not often thought of as a snack, our consumers are telling us otherwise with snacking becoming our top consumer use,” said Jennifer Olmstead, Marketing Director, Domestic PR at CWB/CWC. “Our goal is to make walnuts top-of-mind, not only for consumers, but for food manufacturers and foodservice as well. Not only are walnuts a versatile ingredient that can’t be overlooked, they are a powerhouse of nutrition – offering essential ALA omega-3 (2.5 g/oz.) and plant-based protein (4 g/oz.) – with benefits that are critical to consumers who are seeking healthy, clean, nutritious foods now more than ever.”

    The domestic market offers advantages to the industry: proximity, stability and risk prevention from some of the turbulent times that recent tariff issues have created. However, the industry’s export markets remain vital to the industry’s growth strategy, accounting for more than 60% of annual shipment volumes. The industry has continued to adapt to tariff market challenges, while pursuing new markets for walnuts. Export market diversification has been key to this strategy, and continuing to find and develop export markets is essential.

    “We know we can further diversify the segments of business – similar to the U.S. with growth in food manufacturing and foodservice – while propping up our retail channel. Interestingly, COVID-19 has actually helped increase sales in the retail segment. Retailers and consumers increasingly embrace e-commerce, opening new avenues for retail promotion, while also bolstering the importance of neighborhood grocery, in many countries like Spain and India,” said grower Todd Ramos, CWC Market Development Committee Chairperson.

    Core export markets in Europe and Asia remain critical to the industry and, despite their once-perceived mature status, present excellent opportunity. “But we aren’t stopping there,” stated Pamela Graviet, CWC Senior Marketing Director, International. “With expanded programs in the Middle East, the industry has identified untapped potential among markets that traditionally heavily consume nuts and dried fruits. Global population projections predict that 30% of the world’s population by 2050 will be new mouths to feed; therefore, market research will continue to identify opportunity in new and established markets.”

    To encourage handler investment to grow the walnut market through individual marketing activities, the industry pursued credit-back authority through a marketing order. “We know that the development of new walnut applications is critical to our expansion of the walnut market, and handlers are already making investments, but this program is poised to take that to the next level,” stated grower William (Bill) Tos, CWC Executive Committee Chairperson. The program authority, if approved by a vote of the growers, would come into effect this 2020/21 season.

    At a time when consumers globally are seeking healthy foods more than ever, walnuts offer a multitude of benefits further demonstrated by nutrition research. “Thirty years of research has established walnuts’ heart health benefits and more. But as with all things, the evolution of science is changing rapidly, and that change is also driven by what is important to consumers – gut health, sleep quality, mental health and obesity. Our health research program continues to identify how walnuts can play a role in these important consumer public health issues, while offering a simple, convenient way to potentially improve overall health,” stated Jack Mariani, CWB Market Development Committee Chairperson.

    Investment in production research remains foundational to helping growers produce a better crop, protect against disease and improve orchard management practices, ultimately enhancing the sustainability of the industry. Post-harvest research continues to identify potentially exciting means to improve shelf life, best practices to help manufacturers incorporate more walnuts, by-product utilization and food safety.

    “Our objective has been and continues to be to keep demand ahead of supply. The industry’s investment, careful planning and foresight have set the stage for continued success,” Tos went on to say. Walnut production has doubled in the last 15 years, with new acreage reaching 380,000 with an additional 75,000 acres set to come into production. California walnut growers’ investment in the future will allow more consumers worldwide to enjoy the benefits of consuming walnuts.

  • California Walnut Commission Outlook for the 2019 Harvest & Market

    The global market for walnuts was not exactly where California walnut growers and marketers had hoped, but things are looking more positive this year. Watch this brief interview with Claire Lee from the California Walnut Commission as she shares some insights from this year’s crop and market, based on the California Walnut Board & Commission’s annual State of the Walnut Industry address at the Tree & Vine Expo recently held at the Stanislaus County Fairgrounds.

     

    Please thank our sponsor Duarte Nursery for their industry support and see them at their booth at the California Almond Conference in Sacramento, December 10-12.

  • How Far $3.6 Million Ag Trade Promotion Funding Goes To Boost California Walnuts

    In addition to the normal domestic and international trade promotions funded through the California Walnut Board and Commission, the industry received an additional $3.6 million from the government through the ATP program.  Watch this brief interview with Claire Lee to see how this funding is being used to boost California walnut sales and how growers can receive additional funding through the trade mitigation program.

    Please thank our sponsor Duarte Nursery for their industry support and see them at their booth at the California Almond Conference in Sacramento, December 10-12.

  • California Walnuts Social Media Engaging New Audiences

    Last September, the California Walnut Commission launched a new social media strategy, and over the past year, all metrics have soared. The result of all of these strategic changes, including more storytelling, the introduction of the blog, use of recipe collections, and new social ad formats, is that clicks to the website from social media reached 154,789, up from 20,726 the previous year. The primary purpose of the new approach was to increase engagement with consumers across social media sites (Facebook, Instagram, Twitter, Pinterest, and LinkedIn) where California walnuts is active and as a result, increase the number of visitors to walnuts.orgwho hope to learn more, and it worked.

    A key component of accomplishing these goals was a brand new point of view with an encouraging, unified voice. Content continues to focus on walnuts in the kitchen but also takes walnuts beyond the kitchen, weaving them into many aspects of today’s consumers’ lifestyles. For example, showing consumers how to live a more healthful and balanced lifestyle by incorporating walnuts was a focus this year. Back-to-the-roots “orchard origins” content helped connect consumers to the broader community of California walnuts, and the story of ‘orchard to table’.

    This larger range of content themes has allowed California Walnuts to reach new audiences, including men, millennials, health enthusiasts, and more.

    In fact, since the launch of the new social media strategy, the California Walnuts social media community has grown nearly 16% — which means over 30,235 people have liked or followed California Walnuts on social media. Instagram was up 90%. It’s not just followers, though. The number of people seeing our content across all social media channels are up 140% comparing year over year, with 67 million total impressions delivered.

    A critical metric in social media is engagement, which is the public’s way of letting you know if the content is resonating. These engagements could be likes, shares, comments or saves. These active engagements are up 336% over the previous time period. Some of the most-liked content has been from the monthly #MeatlessMonday series, which celebrates plant-based meals and Power Pairings, where walnuts are showcased with a seasonal ingredient along with a link to a recipe collection on walnuts.org.

     

  • Trade Mitigation Aid & Better Year for US Walnut Growers

    Walnut growers are now eligible to receive trade mitigation payments through the USDA Farm Service Agency.  Sign-ups have begun and from a world production perspective, US walnut growers are looking to have a better year.  Watch this brief interview with Pam Graviet from the California Walnut Commission as she explains and read more about it in Pacific Nut Producer Magazine.

    Please thank our sponsor Duarte Nursery for their industry support HERE.

  • California Ag Water: Current Regulatory Challenges

    After years of drought, the 2019 winter is turning out to be a good one for California’s water supply. Several winter storm systems in the past couple of months means there is plenty of water. In some parts of the state, more than plenty, as evidenced from flooding events. Snow pack is above average (156%) and reservoirs are sufficiently full. So, farmers can rest easy, eh? Not so fast.

    Some of you may have heard that in December 2018 the State Water Resource Board announced that up to 50% of the water flowing through Lower San Joaquin River and its tributaries – the Stanislaus, Merced and Tuolumne river will be required to flow unimpaired, i.e. without diversions. The Water Board contends this is needed to restore critically endangered fish species dependent on the flow. A second phase of the plan would see similar flow requirements for the Sacramento River and its tributaries – the Feather, Yuba and American Rivers. As you can imagine, this will have a severe impact on agriculture dependent on this water.

    However, this is not a done deal. There are other regulatory processes that must be followed before the plan can go into effect. But already, legal challenges have been made to this so called “Bay Delta Plan”. Several agricultural commodity groups, including the California Walnut Commission, have voiced their opposition. Critics of the plan argue that voluntary water sharing agreements between various stakeholders can yield better results than arbitrary unimpaired flow decisions. Furthermore, they point out that water flow is just one of the factors affecting species survival. Habitat loss is another critical factor to be taken into account. Mere unimpaired water flow would not be as beneficial to species restoration. To that end, cooperation among various stakeholder groups-agricultural water rights, urban drinking water, and environmental groups, is the appropriate way to go.

    Another regulatory issue of importance is the Sustainable Groundwater Management Act (SGMA). This was passed in 2014, at the height of the California drought, to avoid severe depletion of groundwater and its quality. The first phase of SGMA implementation is approaching in 2020. Local water agencies will need to start implementing Groundwater Sustainability Plans (GSP), which will include annual tabulation of how much groundwater is being extracted. Growers should have heard by now from their local water agencies as to which Groundwater Sustainability Agencies (GSA) they belong to and what the annual reporting requirements are.

    Regardless of the regulatory issue, the California Walnut Commission will continue to make sure the opinions of the California Walnut industry are represented.

  • Trade War Impact on CA Walnut Marketing & Government Aid

    The California walnut industry relies heavily on the export market, and so does the focus of much of the efforts of the California Walnut Board and Commission in promoting the industry and building demand.  At Malcolm Media’s recent Tree & Vine Expo at the Stanislaus County Fairgrounds, Claire Lee from the California Walnut Commission shared the current impact the international trade dispute is having on California walnut exports and how the Board and Commission are responding.  Lee also discussed opportunities for government aid they are seeking under the circumstances.  Watch this brief interview with Lee and read more about it in Pacific Nut Producer Magazine.  Don’t currently receive the magazine? Subscribe for free at: https://malcolmmedia.com/pacific-nut-producer-magazine-subscriptions/.