Issue link: https://www.e-digitaleditions.com/i/1310869
AROUND THE WORLD Almond Board of California 18 AROUND THE WORLD Building Demand for California Almonds in 2020/21 Each year, the Almond Board of California (ABC) Global Market Development Committee (GMDC) and ABC staff go through a rigorous planning process to recommend the best programs aimed at building mid- and long-term demand for California almonds across the globe. This year was no different, particularly as the industry prepares for the projected 3-billion-pound crop. 1 What did make this year's planning unique was the unforeseen addition of COVID-19 across the globe. While there are significant concerns related to the economic impact of the virus long-term, staff determined that the current ABC markets did not show long-term vulnerability to the extent that marketing programs would no longer be effective. In addition, ABC staff sought to strategically support consumers where they are now. For example, during shelter- in-place orders, the U.S. and UK ABC marketing teams took a nimble approach to tweak their digital advertisements to be more relevant to consumers living through challenges brought on by COVID-19 (living in close quarters with family 24/7, etc.). After months of planning, the final global marketing plan for the 2020/21 crop year includes robust programs featuring a mix of advertising, influencer partnerships, paid social media, public relations and trade support in 11 key countries: Canada, China, France, Germany, India, Italy, Japan, Mexico, South Korea, the UK and the U.S. North America (U.S., Mexico and Canada) In 2020/21, ABC's U.S. team is excited to continue its partnership with Olympian Kerri Walsh Jennings, who is working toward the 2021 Summer Olympics in Tokyo. In addition, not only will ABC continue its "Garage Sale" advertising campaign, but it will also partner with health influencers Marisa Moore, RDN, and Koya Webb, a holistic health coach, to emphasize the message about almonds' health benefits for both physical and mental wellbeing. Beyond formal partnerships, ABC regularly interacts with a broad range of Registered Dietitian Nutritionists (RDNs) as well as nutrition researchers – credible, third-party sources – to provide information to media and consumers about almonds' health benefits. These professionals are called Almond Advocates, and they play a big role in sharing almonds "health halo" with consumers worldwide. In Mexico, starting in early 2021, ABC will partner with a celebrity – Telenovela actress and fitness enthusiast Barbara de Regil – to reach consumers in that country. ABC will feature de Regil in advertising and social media initiatives, and is also exploring the use of new communication channels in Mexico, such as TikTok, to further reach the urban, affluent consumer target. India While India is the largest export market, this nation still maintains huge untapped potential. Recent market research uncovered that consumers in India believe that almonds are good for skin health and Continue on page 19 ABC is partnering with Walsh Jennings as she prepares for the 2021 Summer Olympics. ABC's UK "Do You Almond" Instagram posts featured clever ways people were "almond'ing" during shelter-in-place orders. ABC's U.S. "You & Almonds" campaign highlighted consumers' ability to exercise at home while being fueled by almonds during the shelter-in-place orders 1 USDA-NASS. 2020 California Almond Objective Measurement Report. July 2020.