How We Grow

2021 Jan/Feb How We Grow

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AROUND THE WORLD Gifting California Almonds During Diwali Shipments to India remain at an all- time high, and for the second year in a row India has been the number one export market for California almonds. In fact, shipments to the country are up 150% since crop year 2013/14. Further, despite initial disruptions due to COVID-19, shipments to India during the period of April to October 2020 grew 62% compared to the same period in the previous year. 1 Not only are shipments to India strong, but the Almond Board of California (ABC) is also seeing food manufacturers in- country increasingly use almonds as an ingredient as they develop new products: India recorded the highest growth of almond new product introductions, up 64% from 2018 to 2019, and for the first time almonds overtook cashews to become the number one nut type for new product introductions. 2 Building off this current marketing momentum, the Almond Board is leveraging tradition – which was recently capitalized during an annual Indian holiday – and exploring new opportunities to continue driving consumption of California almonds among Indian consumers. Consumption rooted deep in tradition In India, almonds are used in everyday life as they maintain strong cultural value and represent virtue in a variety of ways. For generations, Indian mothers have soaked whole, raw almonds overnight, peeled them early the next day, and given the finished product to their children in the morning to provide them with a strong start. Almonds also play an integral role in prayer offerings, are gifted during festivals throughout the year, often accompany wedding invitations and are used in a variety of Indian sweets. While almonds have rich traditional uses in India, this market still holds much growth potential for the industry. For example, 40% of households with children are not currently abiding by tradition and eating almonds every morning. In addition, households in which almonds are consumed in the morning do not follow this practice every day, but instead (on average) eat almonds two-to-three days per week. The Almond Board therefore sees an opportunity to grow this traditional way of eating almonds among Indian consumers. Almonds considered a gift of good health The Almond Board's global marketing program reinforces traditions such as the gifting of almonds to family, friends, and colleagues during important festivals such as Diwali, an annual festival that marks the Hindu new year. Known as the Indian festival of lights, Diwali is one of the most popular festivals in India, symbolizing the "victory of light over darkness, good over evil and knowledge over ignorance." Celebrations include fireworks, sweets, gifts and decorating the house with beautiful diyas (earthen lamps). People also visit one another to grant them a "Happy Diwali," wishing individuals and their families a prosperous, healthy year. 1 Almond Board of California, Position Report. 2 Innova Market Insights, 2019 Global New Product Introductions Report, May 2020. Leading up to Diwali, the Indian festival of lights, the Almond Board executed public relations initiatives to educate consumers about almonds' nutritional benefits and suitability as a snack. 11

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