Influencers, nutrition experts and ABC staff toured several Central Valley orchards, humanizing the almond industry for attendees
“Several participants shared that the experience ‘humanized’ the almond industry for them,” she said. “Understanding that these are family farms with deep roots and a commitment to responsible farming made a lasting impression.” The bloom tour also highlighted the Almond Board’s integrated approach to marketing and communication. “This initiative combined industry education, public relations and digital marketing in a way that reflects the complexity and values of our sector,” said Henderson. “It supports both our brand reputation and our ability to respond proactively to questions about stewardship, nutrition and innovation.” Stops included orchard and handler visits, and presentations from ABC’s coproducts team, who discussed advancements in finding new uses for almond hulls and shells. “These hands-on experiences build long-lasting relationships,” Henderson noted. “Even after the formal partnership ends, many influencers continue to share almond-related content, ask follow-up questions, and advocate on our behalf. It’s an investment in trusted voices who help us tell our story.” As California’s almond industry continues to navigate public perception challenges, initiatives like the bloom tour serve as a valuable tool in building transparency and trust. By aligning key communicators with the values and practices of almond growers, ABC is helping to tell the industry’s story accurately and effectively across all platforms.
Article contributed by the Almond Board of California.
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