The Folsom, Calif.-based California Walnut Commission is helping the industry shape a new strategic marketing direction.
The revised approach will address the maturing competitive global market and support a refreshed positioning for walnuts that will highlight their unmatched versatility, according to a new release. The new direction for the industry will drive impact in key areas like increasing purchase intent, consumption and usage with a focus on partnerships and agile programming, the release said.
One of the industry’s first goals is about simple geography: the movement to feature walnuts in retailers’ produce departments.
"While walnuts will always have a home in the baking aisle, there is the potential to capitalize on the wealth of positive attributes that walnuts offer, starting with the perception of walnuts as a fresh produce item,” Robert Verloop, CEO of the California Walnut Commission, said in the release.
In fact, the release said walnuts fit the recently announced Food and Drug Administration’s proposed definition of a healthy food, and earlier this year, the Merriam-Webster dictionary officially added a plant-based definition that included nuts, along with fruits and vegetables.
Both recent announcements deliver even more reasons for walnuts to be offered alongside other healthy foods like fruits and vegetables in retail locations, according to the release.
The prominent in-store positioning will support shopper demands to easily find healthier food choices and offer opportunities for co-marketing programs with walnuts and complementary items. “Bringing walnuts to the produce section will create new consumer habits and prompt more awareness that walnuts are good for you, which we believe will drive purchase,” Verloop said in the release, citing research that shows three-quarters (76%) of consumers are more likely to purchase walnuts when they are displayed alongside fresh fruits and vegetables in the produce aisle.
Visit walnuts.org/retail for more information about the California walnut industry, including consumer demand data and the latest nutrition research.
