Blue Diamond Growers announces a new retail partnership program with global tennis champion Venus Williams to launch its latest line of premium almonds, developed specifically for the produce aisle. Retailers who join the program will receive custom in-store signage, dedicated displays, and access to national consumer sweepstakes offering a chance to meet Williams — all designed to drive shopper excitement and foot traffic.
"We've seen incredible early momentum as shoppers seek convenient, fresh, and better-for-you snack options in the produce section," said Maya Erwin, vice president of marketing and innovation at Blue Diamond Growers. "Our farmer-owned roots make the produce aisle the natural home for Blue Diamond, and with Venus Williams inspiring consumers to find us there, we're poised to create major buzz and incremental sales for our retail partners."
Retailers who join the program will receive custom in-store signage, dedicated displays, and access to national consumer sweepstakes offering a chance to meet Williams.
Fresh from California farms, the new premium almond line is crafted for on-the-go snacking. It's already rolling at retailers such as Albertson Jewel, Kroger Roundy's, Giant Eagle, Hy-Vee, Amazon and more.
The retail partnership program benefits include:
- In-store displays and POS materials: Eye-catching signage featuring Williams to capture shopper attention in the produce aisle including displays, dump bins, floor talkers, standees and more.
- Tailored shopper marketing support: Custom activations and localized support available to retailers who opt-in, designed to maximize visibility and purchase intent.
- National consumer sweepstakes: Boost traffic and excitement with a turnkey campaign offering shoppers the chance to win signed merchandise and a meet-and-greet experience with Williams.
Consumer promotions like a sweepstakes program remain a proven tactic for shopper engagement and purchasing behavior. According to recent research, 81 percent of consumers are more likely to buy from brands that offer incentives, and 59 percent are likely to recommend those brands to others.
L-R: Maya Erwin, Brett Libke
"This is a strong opportunity for retailers to drive sales, increase shopper loyalty, and bring fresh new energy to the produce section with Venus Williams and Blue Diamond," said senior vice president of North American sales and East Coast general manager Brett Libke of Oppy, Blue Diamond's exclusive sales agent for its produce-centric line.
The sweepstakes will run from May 27 through September 15, 2025. Shoppers can purchase the brand's new produce-aisle almonds in-store and enter the barcode number from the bag at VenusBDSweeps.com for a chance to win prizes.
For full program details, contact an Oppy sales representative.
For more information:
Kelsey Van Lissum
Oppy
Tel.: +1 (604) 461-6779
[email protected]
www.oppy.com