Page 119 - December2018
P. 119

almonds  dried fruits & nuts Spread the Joys of Almonds
Buoyed by health bene ts and convenience, these nuts still pack a punch in produce.
BY ANTHONY STOECKERT
Think of a produce section and you’re likely imagining fresh fruits and vegetables – apples and grapes for snacking, let- tuce and tomatoes for salads, broccoli and carrots as side dishes, and on- ions and garlic for ingredients in delicious meals.
But your nut section can o er a variety of foods that can ful ll all of those roles.
One of the tastiest, healthiest foods in that section is the almond. And if you aren’t promoting this delicious, healthy and versatile food, then you might be nuts.
MARKETING ALMONDS
Almonds o er appeal across various demo- graphics, but younger shoppers seem to be driving the category.
“Almonds appeal across all age groups and are popular among men as well as women,” says Matt Mariani, who oversees sales and marketing for Mariani Nut Company, head- quartered in Winters, CA. “However, we are seeing more young adults choosing almonds as a healthy snack.
He adds that parents looking for healthy snacks for their kids are another important segment, as are people who are looking for
creative recipes on  e Food Network and on social media platforms.
Adam Cooper, vice president of marketing for  e Wonderful Company, based in Los Angeles, notes that almonds are a $963 million category and is tops in dollar sales compared with other snack nuts, according to IRI, the Chicago-based market research company that provides intelligence on retail and shopper trends. “With this success, and more than 50 percent of consumers believing almonds are the healthiest snack nut, the brand continues to tap these snack enthusiasts as key drivers.” says Cooper.
In order to tap into this market, Wonderful Almonds launched its  rst-ever digital marketing campaign this year, Wonderful People Deserve Wonderful Almonds.
“ e campaign depicted consumers from all walks of life that do good for others and deserve to be rewarded with a good healthy snack,” says Cooper. “ e campaign included static social posts, digital videos for social media and digital banner ads. One in January was geared toward starting a healthy new year with Wonderful Almonds.”
SHOWCASING ALMONDS
Of course, in order to sell more almonds, you need to market them e ectively, and that starts with making sure consumers see them.
“Almonds should be front and center in every produce section,” says Chad Hartman, director of marketing for Truly Good Foods, headquartered in Charlotte, NC.
One way to do that, he says, is to build a
PHOTO COURTESY OF TROPICAL FOODS
complete endcap.
“If you have a tub program, they will stack
well; use wooden crates to  ll in some space and with just a few cases of inventory, you can have a great almond display,” says Hartman. “You can do the same with a stand-up bag of almonds. If you buy a laydown bag, build your o ering on a produce table, use half the table for almonds and complement them with a high-volume fruit or vegetable. Finally, at the very least, make sure almonds are front and center in any nut/dried fruit/snack mix section, they are typically the No. 1 selling item in such a section.”
Displays and packaging also are of para- mount importance.  e good news is that almond suppliers o er some terri c and attractive tools that are designed to sell almonds.
“At Mariani, we o er a variety of display cases, bins and shippers with wraps that are consistent with fresh produce departments,” says Lacey De La Torre, brand sales associate for Mariani. “We o er our products in foil or clear re-sealable bags.”
Hartman says there have been some e ec- tive marketing initiatives targeted to speci c shoppers.
“We have seen a number of good campaigns over the years; I suspect they are geared toward Millennials and Gen X-ers with a healthy lifestyle,” he says. “ e California Almond Board has always done a great job promoting almonds in general.”
He adds that there have been e ective campaigns that promote almonds as an ingre-
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