Issue link: https://www.e-digitaleditions.com/i/1432253
Sharing Nutrition Results Through New Ways ABC's nutrition research efforts span more than 20 years and nearly 200 published studies. Since the start of the program, ABC has leaned into traditional public relations – such as issuing press releases, personalized media pitching and influencer outreach – to spread the message of almonds' healthfulness. This approach has been highly effective at driving awareness of the nutrition and health benefits of almonds across the globe. Competition for headlines has risen dramatically over the past few years however, so ABC trialed social media ads related to anti-wrinkle related research last year. The ads proved highly effective and the marketing teams are planning to trial additional custom ads related to published studies on almond nutrition research in addition to traditional PR outreach. Starting to Dip a Toe in South America Currently, ABC has marketing programs in 10 markets (U.S., Mexico, UK, France, Germany, Italy, India, China, South Korea and Japan). And while this mix of markets meets the needs of today, ABC is consistently looking at new markets to continue demand for almonds. During the planning process this past year, ABC staff and the Global Market Development Committee agreed that the South American market – with its overall sizeable population (dominated by Brazil), increasing interest in healthy living, low awareness of almonds' health benefits and rising middle class – could be primed to increase almond consumption. For the year ahead, plans include more in-depth consumer research, along with some initial outreach to start increasing awareness of almond health benefits. Be sure to attend The Almond Conference to learn more about the initiatives highlighted in this article and other marketing activities. Visit Almonds.com/Conference for an update on the agenda and to register today. The Almond Board is active in 10 key markets and in fiscal year 2021-22 started consumer nutrition outreach in South America. U.S. MEXICO U.K. FRANCE GERMANY ITALY CHINA INDIA SOUTH KOREA JAPAN SOUTH AMERICA In 2019, ABC tested traditional online banner ads and paid social media in the U.S. market sharing the findings on the Sivamani pilot study on wrinkles. Almond Board of California 6