AROUND THE WORLD
15
advocate for the great things in life and
be a great example. I sincerely reach for
almonds on the daily to fuel myself… I'm
kind of a pusher for things that I love."
Walsh Jennings' message of resilience
resonates across a large spectrum of
society. In addition to ringing true to
consumers of California almonds, it also
rings true to the producers of California
almonds, growers and hullers/shellers
and handlers who continually face
some degree of uncertainty in growing
and processing almonds, and yet daily
meet those challenges head on with
determination and resilience to provide a
healthy, safe food for people around the
world to enjoy.
Reflecting on her experience at The
Almond Conference 2019, when she had
the opportunity to meet various industry
members, Walsh Jennings told Wahlbrink,
"To know and hear about the heart, the
soul, the effort and labor of love that you
all put towards your products…it was
special. I felt like I was amongst family…
I left very inspired, and I left very excited
about our partnership because when I
love something, I want to shout it from the
mountain top as much as I can."
For more on Walsh Jennings' reaction
to the postponement of the 2020 Summer
Olympics in the days immediately
following the announcement, check out
her interview with Elle magazine.
3
Partnership with ABC, industry
The Almond Board is proud to have
Walsh Jennings as a current California
almonds spokesperson and is continuing
to work with her to conduct proactive
media relations and marketing to
build awareness of the benefits of
consuming almonds.
In anticipation for the 2020 Summer
Olympics, ABC created a complete
marketing campaign featuring Walsh
Jennings that included multiple
advertisements highlighting California
almonds. Fortunately, the execution of
that campaign should only be postponed,
not cancelled, until July of 2021. ABC is
currently working with Walsh Jennings
on a sponsorship opportunity for the
2021 Summer Olympics, during which
advertisements are anticipated to air
across television – primarily on the
National Broadcasting Company (NBC)
network – and on digital and social media.
"Despite having to shift our marketing
plan for the 2020 Olympics to next year,
Almond Board staff and agency partners
have worked hard to ensure we not only
continue with our marketing this year but
did so in the most effective way possible,"
Jeffers said.
Marketing in the midst
of COVID-19
During the COVID-19 pandemic,
companies perceived as "asserting"
their products on consumers have faced
increasing scrutiny across the world.
Keeping a keen eye on the consumer
landscape, the Almond Board has strived
– as it always does – to be sensitive to the
current consumer climate and sentiment
3
https://www.elle.com/culture/career-politics/a31895253/kerri-walsh-jennings-olympics-tokyo-2020-
coronavirus/?utm_source=twitter&utm_campaign=socialflowTWELM&utm_medium=social-media
Continued from page 14
"I'm a mother and so I want to be an advocate for the great things in life and be a
great example," said Walsh Jennings.