Almonds: A Case Study in Adding Value to Primary Produce

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.

This concise and informative 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.

Almonds: a case study in adding value to primary produce provides to-the-point analysis based on in-depth interviews. Its 28 pages include:

• 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