Between 1999 and 2001 almonds were fetching less than $1 per pound and growers were pulling up orchards to plant more profitable crops. At the time almond’s health benefits were unknown and they were seen as high in fat and cholesterol. But through the research and marketing efforts of the California Almond Board (CAB) the state now provides 80% of the world’s almonds and almonds are bringing over $3 per pound. The CAB is working with Aaron Lau, CEO of Cheil to gain market position and increase demand for almonds in China. China is the largest export market for California almonds importing 208 million pounds in 2012/13 however there is still huge potential for market growth. China is a complex, quickly shifting market of 1.3 billion people across 22 provinces. China’s gross domestic product is expected to reach $12 billion by 2020 and its middle class is expected to grow by an additional 91 million people by 2022. Mr. Lau is helping the CAB understand how traditional medicinal beliefs drive the Chinese consumer when it comes to making food choices. In China walnuts are thought to be good for the brain because they resemble a brain, and cashews are thought to be good for the kidneys because of their shape. The CAB has begun a new marketing campaign in China promoting almonds as being good for the heart. To read more about the CAB’s marketing history and efforts to increase future global demand:
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