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Almonds: A Case Study In Adding Value To Primary Produce

Published by: New Nutrition Business

Published: Jun. 1, 2006 - 28 Pages


Table of Contents



1. Introduction: the power of marketing intrinsic health

2. Health strategies in primary produce - what can you do?

3. Marketing and Communications strategies

4. Almonds: adding value through new brands, health and nutrition

5. A businessman and professor with a passion for the possibilities of produce


Photographs, Tables, Figures and Boxes


Photographs

2.1 Blue Diamond Almonds: whole, sliced and slivered

2.3.1 Blue Diamond Almond Breeze milk alternative

4.1 Blue Diamond Bold Almonds: Jalapeno Smokehouse and Lime n Chilli

4.2 Blue Diamond Bold Almonds

4.3 Blue Diamond Smokehouse Almonds

4.4 A Blue Diamond merchandising stand

4.5 Blue Diamond Almond Breeze milk alternative and Blue Diamond Nut-Thins

5.1 Professor David Hughes

Tables

2.1 Sales of Blue Diamond Snack Nuts 2003-2005

Figures

3.1 A page from the website of the Almond Board of California

4.1 The Almond Board of California's Logo

Boxes

4.1 Pistachios follow almonds' marketing lead

Abstract

This concise and informative 28-page case study zooms-in on the recent activity of the California Almond Board examining the way the Board has brought science and marketing together to facilitate a pleasing rise in almond sales. Focusing in particular on Blue Diamond Growers and Paramount Farms, the case study analyses the way convenience, good packaging and taste - among other things - have contributed to a nutrition marketing success story.

Marketing the intrinsic healthfulness of foods is one of the most popular strategies employed by the food and beverage industry worldwide. Nowhere is this strategy more usefully and successfully employed than in the area of functional foods where marketers, supported by the rapid evolution of nutrition science over the last decade, have been able to knowledgeably and authoritatively promote the intrinsic health benefits of a widening array of primary produce.

Having the science at hand in support of the “health message” is one thing, but effectively leveraging the health component of a food to create and increase sales is quite another.

Almonds: A Case Study in Adding Value to Primary Produce provides to-the-point analysis based on in-depth interviews. It includes:
  • Companies’ insights concerning nutrition marketing strategies
  • Analysis of strategies for promoting primary produce
  • Horse’s mouth commentary from experts in the primary produce marketing business
  • Colour illustrations of products


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