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California walnut retail promotions ramp up in 2023

California Walnuts will be increasing support at retail, recently bringing in a new retail consultant to develop and manage promotions.   

February is a key month for retailers to educate consumers on the nutritional benefits of walnuts, a food certified with the American Heart Association’s Heart Check mark. California Walnuts ran successful national promotions with 33 retailers during American Heart Month in 2021, promoting the powerful heart health benefits associated with consuming walnuts through in-store promotions, e-commerce campaigns and in-store and virtual events led by retail dietitians. California walnuts will be showcased at retail this year for heart month, through a retail dietitian activation with Coborn’s.

Robert Verloop says its retail team is focused on motivating shoppers this month by making them aware of the heart health benefits linked to walnuts. 

“Our retail team is currently focused on motivating shoppers in February by making them aware of the heart health benefits associated with walnuts,” said Robert Verloop, CEO of the California Walnut Commission. "As part of our new strategic direction for 2023, we see tremendous opportunity to expand distribution of California walnuts in the produce section, highlighting their wealth of health benefits and placing them alongside complementary fruits and vegetables."

As part of its expanded focus on retail, California Walnuts welcomes Carolyn Becker as its retail marketing director. Becker adds walnuts to her impressive roster of commodity board clients and has extensive produce marketing experience. In her role, Carolyn will develop retail promotions and partnerships, with a focus on produce display activity, to encourage consumers to purchase walnuts throughout the year.    

California walnuts will be showcased at retail this year for heart month, through a retail dietitian activation with Coborn’s.

In March, California Walnuts will launch its third annual Power of 3 global marketing campaign, bringing attention to the benefits of omega-3s to consumers. The campaign features retail promotions, advertising and plant-forward recipes.

California walnuts will also be on display in March at the east coast and mid-Atlantic retailer Giant Food’s produce department as part of a strategic partnership with Produce for Better Health (PBH). The “Handpicked by the Healthy Living Team” program will showcase California Walnuts and USA Pears through digital retail initiatives, with the call-to-action of ‘Have A Plant® with Walnuts and Pears.’ The integrated communications platform includes digital and circular banner advertising, shopper e-newsletters and posts on PBH’s social media channels. Additionally, California Walnuts and USA Pears will be featured on the Try Something New Podcast and Nutrition Classes and Events hosted by Giant Food’s Healthy Living Team of registered dietitians. This program will demonstrate culinary application and nutritional education around walnuts and pears.

For more information: 
Amanda Gualtieri
California Walnut Commission
Tel: +1 (805) 290-0266  

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