This issue of Almond Facts highlights Green Business Certified plants, an introduction to our 2021-22 Blue Diamond Growers Foundation scholarship recipients, and the latest from the Director of Sustainability.
NEWS, VIEWS, AND INDUSTRY INSIGHT
SEPTEMBER-OCTOBER 2023
Land Flex : Redefining California’s Water Management
Blue Diamond Growers and Multicultural Marketing Strategy
United States Trade Representative Katherine Tai Visits Blue Diamond , Sacramento
All Top Self-Fertile Varieties Now Available INDEPENDENCE ® (ALM-21 CV.)
YORIZANE (Y116-161-99) SHASTA ®
ASK ABOUT OTHER NEW SELF-FERTILE OPTIONS!
PAUL SMITH MATTHEW HADDON Contact your local field representative! Sierragoldtrees.com/reps • (530) 674-1145 BOB FURMIDGE RANDY FASANI JOSH BERGMAN
Blue Diamond Growers does not endorse or verify statements made by advertisers within this publication.
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ALMOND FACTS
SEPT–OCT 2023
Contents
8 FIELD TEAM 10 NEWS IN A NUTSHELL 20 CORNERING THE MARKET 28 GROWING THE GOODNESS 32 ADVOCACY REPORT 34 CULTIVATING SUSTAINABILITY 40 IN YOUR ORCHARD 50 CLASSIFIED ADS
United States Trade Representative Katherine Tai Visits Blue Diamond , Sacramento.
Features 6 President’s Corner
20 Amazon Blue Diamond ’s Lorena Nuñez, Senior Brand Manager, tells Almond Facts how Blue Diamond partnered with Amazon to reach U.S. Latino consumers with Spanish language advertising. Lorena shares the study’s results and the benefits that Blue Diamond can anticipate from multicultural marketing. 30 Morgan Oliveira Hear how one of last year’s Blue Diamond Scholarship Foundation recipients is pursuing a career in agricultural communications. Morgan Oliveira has a strong agricultural background and a passion for representing the California agricultural industry to the public. Hear a little of her story and see how your Blue Diamond Scholarship Foundation donations are at work.
Kai discusses Blue Diamond ’s competitive crop return this year, despite challenges to the start of this year’s harvest. Want to hear more about Kai’s FY24-FY26 Strategic Plan ? Register for the 113th Annual Meeting on Nov. 15 in Modesto. See page 11 for more information. 12 Ambassador Tai Blue Diamond recently had a visit from United States Trade Representative Katherine Tai. After a tour of the Sacramento manufacturing and innovation facilities, Ambassador Tai participated in a round table with representatives from the California agricultural industry.
ON THE COVER: Harvest is in full swing for Blue Diamond’s members.
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SEPTEMBER–OCTOBER 2023
BOARD OF DIRECTORS Dan Cummings, Chairman of the Board | Chico Stephen Van Duyn, Vice Chairman | Modesto Dale Van Groningen Ripon | John Monroe Arbuckle | George A. te Velde Escalon | Nick Blom Modesto | Dan Mendenhall Winton |
Matthew Efird Fresno | Kent Stenderup Arvin | Joe Huston Monterey | Kristin Daley San Francisco |
OFFICERS Kai Bockmann, President and CEO Dean LaVallee, Chief Financial Officer/ Chief Operating Officer
ALMOND FACTS STAFF Blue Diamond Growers Communications Department,
communications@bdgrowers.com Jake Sonke, Acting Managing Editor Heather Devaney, Copy Editor Mel Machado, Contributing Photographer Gray Allen, Advertising Sales 916.783.4334 & 916.765.3234
Blue Diamond , the world’s largest processor and marketer of almonds, exports to over 100 countries.
Almond Facts , established in 1922, is published bimonthly by Blue Diamond Growers , 1802 C Street, Sacramento, California 95811. Address all correspondence to the Editor, Almond Facts , P.O. Box 1768, Sacramento, California 95812. Advertising subscription rates provided upon request. Blue Diamond is a registered trademark and marketing brand of Blue Diamond Growers . Other registered trademarks are The Almond People, Smokehouse, Golden State, Celebration, From the Valleys of California, Confetti and Almond Facts . Blue Diamond Growers does not endorse or verify statements made by advertisers within this publication. Blue Diamond reserves the right to refuse advertising. All rights reserved. Reproduction in whole or in part without written permission is prohibited.
© Blue Diamond Growers 2023
AlmondFacts.com BlueDiamond.com
4
ALMOND FACTS
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PRESIDENT’S CORNER
As we officially enter fall, I think we can all agree that farmers and growers throughout California deserve all the comfort and compassion that the season traditionally affords. It’s no surprise that the key word used across the ag community to describe this crop year is “historic,” and not in a positive way. For the almond industry in particular, the year started with weather hurdles during bloom and consistently delivered a number of subsequent challenges throughout the season. It’s honestly astounding how many headwinds the agriculture industry, and especially our Blue Diamond grower-owners, have faced this year. All eyes have certainly been on this year’s harvest to see how the crop actually came through the proverbial storm of a growing season. Not surprisingly, inconsistency seems to be the only constant according to the experiences you have shared with our field team, and with me personally. One thing that has significantly impressed me is how delicate a dance it is to successfully grow crops given the uncertainty of weather conditions this year.
Kai Bockmann President & CEO
Average of High Quality
Maximum Possible
Overall Average
Variety
Nonpareil & Sonora Inshell
$1.82
$1.84
$1.87
Nonpareil /Supareil Meats
$1.65
$1.68
$1.74
Sonora Meats
$1.55
$1.59
$1.63
Independence Inshell
$1.53
$1.55
$1.58
Independence Meats
$1.38
$1.42
$1.44
Carmel & Winters
$1.39
$1.41
$1.44
Monterey /Neplus
$1.38
$1.40
$1.44
California /Price /Fritz /Wood Colony
$1.39
$1.42
$1.44
Butte & Padre
$1.40
$1.41
$1.44
Mission
$1.35
$1.36
$1.39
Note: The above rates do not include Volume Premiums, Sustainability Incentives, Domestic Production Activities Deduction (DPAD) or IC-DISC advantages.
6
ALMOND FACTS
It wasn’t just the low temperatures, rain and wind faced during bloom. Who could predict that Central California would be impacted by a hurricane ? On top of everything else, the moisture from that historic hurricane in August caused cosmetic staining on almonds intended to be shipped overseas as in-shell products. Fortunately, those quality almonds will still be able to enter the market in other forms. Many of you have also faced yet another challenge over the summer in dealing with our nemesis, the navel orange worm. And more recently, because of the weather-related delays in harvest timing, it’s been a race against time and seasonally shorter days to capture the valuable daylight needed to dry the almonds shaken onto orchard floors. It has been a historic year, for sure. That’s where the strength of our 113 year-old Blue Diamond Growers cooperative can really help. Despite the trials, not just in your orchards, but in reduced consumer demand, significant industry carryout, and uncomfortably low almond prices, we were still able to provide a competitive return this year, as reflected in the table [left]. Please note that the rates displayed on the left do not include Volume Premiums, Sustainability Incentives, Domestic Production Activities Deduction (DPAD) or IC- DISC advantages. Your actual crop earnings, including those applicable additions, are shown in the box on the last page of your personal grower’s statement.
As I mentioned in my letter that accompanied your 2022 Patronage Dividend, we have finalized a new strategic plan, created from the ground up, to buffer against the uncertainties faced across the industry and lay a strong foundation for our co-op’s future. I’m excited to share more details about our FY24-FY26 Strategic Plan with you on Nov. 15 at Blue Diamond ’s 113th Annual Meeting at the Modesto DoubleTree Hotel and Centre Plaza. Thank you to those who took the time to provide feedback through the online growers’ survey link sent in August to help us assess and improve planning elements of the Annual Meeting. Incorporating your input, the planning team has been working hard to ensure the event provides significant value to justify your travel time and attendance. You’ll find the link to online registration for the Annual Meeting along with a list of the educational grower sessions planned on page 11. I wish you good weather and success throughout the rest of your harvest activities. I look forward to seeing you all in November!
Kai Bockmann President & CEO
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SEPTEMBER–OCTOBER 2023
FIELD TEAM
Regional Managers
Vice President, Member Relations Mel Machado
Tehama, Butte, Glenn, Sutter, & Yuba Christine Ivory, (530) 518-9109 Colusa, Yolo & Solano Membership Office, (209) 545-6225 Sacramento County, San Joaquin County, North of Hwy 205 & East of San Joaquin River KC Clendenin, (209) 596-5375 San Joaquin County, West of San Joaquin River & South of Hwy 205 Stanislaus County, North of Tuolumne River & Hwy 132 Justin Elam, (209) 303-7306 Stanislaus County, East of Hwy 99, South of Tuolumne River Membership Office, (209) 545-6225 Stanislaus County, West of Hwy 99, South of Tuolumne River, South of Grayson & Howard Road’s West of San Joaquin River Merced County, North of Merced River & Hills Ferry & Stuhr Roads Trent Voss, (209) 470-5981 Merced County, South of Merced River & Hills Ferry Merced County, South of Hwy 140 Madera County, North of Avenue 12, Firebaugh Blvd, Avenue 7½, & W. Nees Avenue Carla Youngblood, (559) 240-0906 Madera County, South of Avenue 12, Firebaugh Blvd, Avenue 7½ & W. Nees Avenue, Fresno County, North of Hwy 201/Avenue 400, North of Conejo Avenue & Kamm Fresno County, South of Hwy 201/Avenue 400, South of Conejo Avenue & Kamm Avenue, East of Derrick Avenue, Tulare County, Kings County, & Kern County Anthony Scudder, (559) 470-9731 Membership Office Jennifer Claussen Supervisor – Member Relations Administration (209) 545-6225 & Stuhr Roads, North of Hwy 140 Kenny Miyamoto, (209) 323-8454 Avenue, West of Derrick Avenue Ashley Correia, (559) 356-1584
(209) 545-6222 – Salida (209) 531-6352 – Cellular Director, Member Relations Ben Goudie (209) 225-0413
Daniel Dekeyrel Member Relations Coordinator (Delivery Tags) (209) 545-6261
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ALMOND FACTS
2023 Grower Liaisons Committee Members
LEGEND
DISTRICT 1
DISTRICT 2 Maryann Warmerdam Don Bransford
Brian Erickson Stacy Gore Jerry Montz Steve Carlos Fred Montgomery
Chairman Vice-Chairman Ex-Officio Director Appointed (Member-at-Large)
Ryan Finnen Brian Cahill Jake Driver Ron Tadlock Jake Spooner
Daniel Varner Greg Overton
Almond Board Alternate Almond Board Director Almond Board Chair
Amy Abele Kelli Evans
Darcy Jones Kevin Davies Timothy Perraie John Nock Meredith Christopher Dan Cummings W. Howard Isom
Carole M. Cain Catherine Cain Josh Pippit John Monroe Elaine Rominger Gerald Rominger
DISTRICT 3
DISTRICT 4
Don Van Vliet Rick Phillips Louie Tallerico
Kevin Van Laar Rick Morris Paul Adrian Wayne Bruns Tim Roos Mike Ballatore Dawn Price Ian Koetsier Lance Ioppini Wesley Eisenga Matt Visser Rick Van Vliet George te Velde
Mike Bogetti Allen Sipma Bert Van Ryn Rudy Mussi Zack Reinstein Bruce Oosterkamp Donald Drake Noah Andersen Dirk Van Laar Dale Van Groningen John Thoming
For Grower Liaison contact information, please contact your regional manager.
Kevin Fondse Kenneth Roos
DISTRICT 5
DISTRICT 6
DISTRICT 8
DISTRICT 9
DISTRICT 7
John De Visser Manuel Furtado Lucas Van Duyn Grant Ardis
Frank Borba Michael Mora Paul Danbom Eric Genzoli Rod Vilas
Ryan Indart Lee Erickson Norman Pretzer Steve Bains Mike Yager Neil Amaral Mason McKinney Blake Little Colin Unruh Daniel Babshoff Melvin Lubisich Nayiri Saghdejian Matt Efird George Goshgarian Aldo Sansoni
Gurcharan Dhillon Kyle Balakian Keith Gilbert Karamjit Jhandi Mark Tos Benjamin Wilson Paramjit Dosanjh Lisa Marroquin Shaminder S. Brar Gerard A. Loaiza Chris Couture Pete Romanini Kent Stenderup Clinton Shick
Galen Miyamoto Joe Sansoni Jimmi Atwal Louis Bandoni David P. Souza James Ohki Jason Chandler Dan Smith Dan Clendenin Rodney L. Voumard Michael Temnyk Rodney E. Ratzlaff Jr.
Brandon Riddle Mark Giannini Dennis Bowers Arthur Bowman Matt Fredriks Harry (Sonny) Johns Danielle Higby LeBeouf Tim Baker Stephen Van Duyn Neil Van Duyn
Rick Alvernaz Gary Marchy Dirk Van Konyenburg Justin Romero Derek Coelho Robert Mailloux Nick Blom Charles Crivelli III Steve Vilas Bill Brush
Dan Mendenhall Robert J. Weimer
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SEPTEMBER–OCTOBER 2023
NEWS IN A NUTSHELL
Blue Diamond Growers Annual Meeting Voting What is a Proxy & Why is a Quorum Needed at the Annual Meeting? The Blue Diamond Annual Meeting is more than a luncheon or a social gathering; it is a required business meeting that is defined in the cooperative’s bylaws. To be valid, a quorum of the membership must be present, either in person or by proxy. Since it is a business meeting, the quorum is required if a motion is made from the floor and a vote of the membership is called for. Annual General Election It is time once again for the annual Blue Diamond general elections. This is a great opportunity for you to exercise one of your fundamental rights as a voting member to shape the future of your Blue Diamond Growers cooperative: electing members of the Board of Directors and Grower Liaison Committees. This year, you have the opportunity to vote for District Directors in districts 3, 5 and 7 . You also have the opportunity to vote for Grower Liaisons in each of the nine districts. Ballots will be mailed the week of October 9 to voting members with Crop Agency Agreements. Voting will close on November 3, 2023 . Only ballots received by this date will be counted. Your vote matters! Be sure to submit your ballot in plenty of time so your vote is received before this deadline. How to Vote Like last year, there are three ways to vote: paper ballot, online or by phone. Your election packet will include the paper ballot, return envelope and instructions for online and phone voting. This year, if you vote online, you will have the opportunity to submit the Proxy Card online to ensure your attendance is counted at the annual meeting.
1
2
BY PHONE 3
ONLINE
PAPER
Like last year, you will be able to vote by paper ballot, online or by phone.
BALLOT
1
2
This year, you will be able to return the proxy card by mail or assign a proxy online.
PROXY CARD
ONLINE
PAPER
Make Sure You Are Represented — Return the Proxy Card! Not sure if you can attend the annual meeting ? No problem! You may assign your vote to a proxy, another voting member, to vote on your behalf and represent you at the annual meeting. Mail in your Proxy Card (separate from the ballot) and rest assured that you are being represented in the election and annual meeting, even if you can’t directly participate. If you do decide to attend the meeting yourself, know that your presence always comes first. The Proxy Card is a backup plan for if you can’t attend.
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ALMOND FACTS
Become a SPONSOR or EXHIBITOR at the Blue Diamond Growers 113th Annual Meeting
Ag focused conference 1,300+ Attendees Including California Almond Growers Multiple sponsorship levels available ph&fax
for more information CONTACT:
11
SEPTEMBER–OCTOBER 2023
NEWS IN A NUTSHELL
Ambassador Katherine Tai Visits Blue Diamond , Sacramento Blue Diamond Growers was invited by Secretary Karen Ross, CDFA, to host a tour and industry roundtable discussion with Ambassador Katherine Tai, USTR, and Director Dee Dee Myers, GO-Biz.
On Friday, September 8, 2023, Blue Diamond , Sacramento received one of its highest- profile visitors to date: United States Trade Representative (USTR) Ambassador Katherine Tai toured Blue Diamond ’s manufacturing and innovation facilities before meeting with representatives from California’s agricultural industry. Karen Ross, Secretary of the California Department of Food and Agriculture (CDFA), and Dee Dee Myers, Director of the Governor’s Office of Business and Economic Development (GO-Biz), accompanied Ambassador Tai during her visit to Blue Diamond , Sacramento.
(from left to right) Mel Machado, Blue Diamond Vice President, Member Relations, Raj Joshi, Blue Diamond Chief Growth Officer, Ambassador Katherine Tai, USTR, Alicia Rockwell, Blue Diamond Chief Government Affairs Officer, Secretary Karen Ross, CDFA, Director Dee Dee Myers, GO-Biz. Photo credit: USTR
The United States Trade Representative, which is an Executive Office of the President, is responsible for developing and coordinating U.S. trade at the international level. As an Ambassador of the USTR, Ambassador Tai oversees economic negotiations with other countries as well as representing the interests of both the U.S. economy and the larger international community. Ambassador Tai and the USTR work to expand market access to American goods and services, provide leadership and expertise on
international trade agreements, lead negotiations that affect U.S. trade policies, and more. The savviest of readers might remember that in the July/August issue of Almond Facts we covered one of Ambassador Tai’s recent successes, specifically for the almond industry: through Ambassador Tai’s efforts, extra tariffs and fees imposed by India on U.S. almonds were removed in June, helping to increase California’s almond exports to India, one of the largest almond markets in the world.
Ambassador Tai tastes a wide array of Blue Diamond products. Photo credit: USTR
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ALMOND FACTS
Ambassador Tai discusses current U.S. trade policy and strategy with representatives of the California agricultural industry. Photo credit: USTR
Ambassador Tai, Director Myers and Secretary Ross toured the historic, 60-acre Blue Diamond , Sacramento facility with Blue Diamond executives Alicia Rockwell, Chief Government Affairs Officer, Mel Machado, Vice President of Member Relations, and Raj Joshi, Chief Growth Officer. The group walked through almond receiving, storage, processing and shipping areas, seeing firsthand how almonds are prepared for export to the industry’s largest markets — India, China and the Middle East — where Ambassador Tai has worked to lower tariffs and other barriers that hinder the export of American commodities, including California agriculture like almonds and walnuts, to those markets. These regional negotiations are a good example of the USTR’s current international strategy:
rather than negotiate sweeping, large-scale free trade agreements with groups of countries (think of NAFTA, a free trade agreement between the United States, Mexico and Canada) that reduce tariffs and other direct barriers to free trade, the USTR is working to negotiate with individual countries to align policies like labor standards, climate provisions and other non-tariff barriers to trade. While tasting the latest innovations in snack almonds and almondmilk at Blue Diamond , Sacramento’s Almond Innovation Center, the visiting group learned more about the ongoing almond harvest, Blue Diamond ’s accelerated sustainability practices, and the challenging conditions surrounding the 2022 crop and high grower production costs.
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SEPTEMBER–OCTOBER 2023
NEWS IN A NUTSHELL
Ambassador Tai concluded her visit with an industry roundtable discussion hosted by Secretary Ross. The Ambassador, Director Myers and Secretary Ross listened as representatives from California’s agricultural industry, ranging from the Agricultural Council of California to the California Milk Advisory Board to the Wine Institute, expressed the importance of protecting the premium on California agricultural products in international markets, especially given the advanced environmental, labor and regulatory practices expected of California growers, farmers and ranchers. Ambassador Tai recognized and appreciated the leadership of California agriculture and saw it as a strength when countering non-science-based political barriers to international market access.
“Almond growers throughout the state are facing compounding challenges in depressed market prices, stalled consumer consumption, and inflationary production costs,” said Rockwell. “We hope that more open discussions like this will accelerate favorable market access and sustain the future of small, family almond farms in California.”
Jake Sonke, Corporate Communications Intern, Blue Diamond Growers
BLUE DIAMOND INVESTMENT PROGRAMS Current Investment Rates available as of August 1, 2023
Blue Diamond Growers offers members short-term and long- term investment programs. The objective of these programs is to serve as a competitive investment alternative for our members and provide Blue Diamond Growers with a steady source of funds. The interest rates effective August 1, 2023, for the program are listed here:
Short-Term Investment Certificate (STIC)
Long-Term Investment Certificate (LTIC) (Maturity Date of 6/30/2026)
Initial Investment Required
$1,000
$50,000
Interest Rate
6.25%
4.25%
(Variable, subject to change)
(Fixed rate)
For more information, contact your local Regional Manager, or Member Services at (209) 545-6225.
This summary does not constitute an offer to sell or a solicitation to purchase investment certificates. We will provide a package of documents for the programs to those members who are California residents and who express an interest in participating in the program.
14
ALMOND FACTS
The Best Clonal Rootstocks Most major varieties are available in 2023 including:
• Brights Hybrid ® 5 (c.v. Arthur V) US PP18, 782 P3 • Krymsk ® 86 (c.v. AP1) US PP16, 272 P3 • Hansen • Viking
Y 116-161-99 • Self-fertile • Released by the U.S.D.A. • Independence ® Almond (Alm-21 cv.) US PP 20,295
Duarte Nursery ® Clean. Clonal. Containerized. 1-800-GRAFTED duartenursery.com Hughson, CA sales @ duartenursery.com |
JOHN ARELLANO Sierra Foothills Lodi & Clarksburg (559) 804-6949 TIA RUSSELL North Coast Southern Oregon (209) 815-2399
STEVE SCHEUBER Central Coast San Joaquin Valley (209) 531-5065
AARON SALSEDO San Joaquin Valley Southern CA (559) 892-6028 STEVE NEILL Chico Sacramento Valley (530) 570-6830
ED NEEDHAM San Joaquin Valley
Southern CA (559) 977-7282
JOHN DUARTE At Large (209) 531-6874
TIM COITO Chico Sacramento Valley (530) 521-8733
Clean Plants
For Your Future ™
Blue Diamond Growers does not endorse or verify statements made by advertisers within this publication.
NEWS IN A NUTSHELL
#WeAreBlueDiamond2023 Social Media Activity Blue Diamond Almond Breeze Extra Creamy debuted on the shelves of acclaimed Australian retailer Coles in September! The Blue Diamond Growers co-op unites almost 3,000 almond growers from the Central Valley of California, working to ensure that the legacy of almonds is carried on to future generations with pride. The Blue Diamond Growers Foundation was proud to award scholarships to 25 agricultural, change-making students for the 2023-2024 academic year. We debuted a
“Welcome to the Orchard” series for the 2023 Almond Harvest season, showcasing the dedication of our co-op growers and giving an inside look at the processes that craft our premium almonds. Deion “Coach Prime” Sanders teamed up with the Almond Board of California for the “Own Your Prime” social media campaign. They also put together a great infographic on each step our almonds take from the tree to your table. Representatives from the California Manufacturers & Technology Association braved the heat wave this summer to visit some of the growers’ orchards. Growers also hosted our summer interns so they could learn the almond planting, harvesting and shelling processes firsthand!
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ALMOND FACTS
17
SEPTEMBER–OCTOBER 2023
NEWS IN A NUTSHELL
Almond Flour Arepas with Black Beans, Guacamole & Radishes Time: 60 minutes Difficulty: Easy Servings: 4
Ingredients • 1 cup Blue Diamond® Almond Flour • ¼ teaspoon salt • ¼ teaspoon baking soda • 1 egg white • 1 tablespoons olive oil • 1 teaspoon lime juice • ½ cup prepared guacamole • ¾ cup canned black beans, drained and rinsed • 2 radishes, thinly sliced • Crumbled queso fresco, optional
Directions 1. Stir the first six ingredients in a bowl to form a dough. Divide into four equal portions. Working with one portion at a time, roll into a ball and place on a sheet of plastic wrap. Top with a second sheet. Roll or press into a five-inch circle. 2. Place tostada, still in plastic, in the refrigerator. Repeat with remaining dough. Chill tostadas, 30 minutes. 3. Heat a non-stick skillet lightly sprayed with cooking spray over medium heat. Working with one tostada at a time, peel off top layer of plastic. 4. Invert into pan, and peel away top sheet of plastic. Cook 45 seconds per side or until set and beginning to brown. 5. Transfer to a wire rack to cool. Continue with remaining tostadas, lightly spraying the pan with cooking spray between each one. 6. Top each tostada with 2 tablespoons guacamole and 3 tablespoons black beans. Top evenly with sliced radish and top with queso fresco, if desired.
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ALMOND FACTS
Wasabi Soy Sauce Deviled Eggs Time: 20 minutes Difficulty: Easy Servings: 12
Ingredients • 6 hardboiled eggs • ¼ cup Wasabi & Soy Sauce Almonds, chopped • 1/3 cup mayonnaise • 2 tablespoons wasabi • 2½ teaspoon rice vinegar • 1 tablespoons green onions, chopped • Salt and pepper, to taste Directions 1. Cut hardboiled eggs in half. Scoop out yolk into a bowl. Place egg white halves on a plate or platter. 2. Stir mayonnaise, almonds, wasabi, green onions and rice vinegar into the yolks until creamy. Taste and add salt and pepper to adjust. 3. Gently spoon or use a piping bag to fill egg white halves with yolk mixture, about ½ tablespoon in each half.
4. Garnish eggs with more chopped almonds, sesame seeds or chopped chives and serve.
Note: Eggs may be made ahead of time and refrigerated up to a day in advance.
19
SEPTEMBER–OCTOBER 2023
CORNERING THE MARKET
Blue Diamond and Amazon: Learning More about Multicultural Marketing (from an interview with Lorena Nuñez, edited for clarity and theme) Blue Diamond ’s talented in-house marketing team is always looking for additional ways to reach consumers and expand demand for the brand’s wide portfolio of tasty products. In March, Blue Diamond partnered with Amazon to reach U.S. Latino consumers with Spanish language advertising. We spoke with Blue Diamond ’s Lorena Nuñez, Senior Brand Manager, Multicultural & Inclusive Marketing. Lorena shared the study’s results and the benefits that Blue Diamond can anticipate from multicultural marketing.
Almond Facts: Can you tell us a bit about your background and how it ties into your marketing strategies for Blue Diamond Growers ? Lorena Nuñez: I started with Blue Diamond Growers in November 2022. I work on developing our Multicultural Marketing strategies and diversifying our customer base. I am Latina, the daughter of immigrants, so it’s important to me that the brands I work for see the value in reaching multicultural communities. The reality is, if you’re not marketing to my community, what are you saying about me ? I take that very personally and have a passion for that work. When I had the opportunity to come to Blue Diamond and do multicultural marketing, I said, “How great! This business sees the value and opportunity that comes from the Latino segment, and I’d love to be a part of that work.”
AF: You recently did a U.S. Latino advertising campaign on Amazon. What can you tell us about that ? LN: When Amazon learned that we were developing multicultural marketing strategies here, they reached out and asked if we would consider adding Spanish language advertising in addition to our existing Amazon campaign, and we said, “Sure, why wouldn’t we ? Let’s learn!” We quickly realized that this campaign had to be more than Spanish- language targeting, it also had to resonate with all bilingual Amazon customers. I looked at our existing Blue Diamond inventory on Amazon and matched it with top-selling flavors in US-based, Latino households. We ran the study from March 2023 to May 2023, and it went really, really well.
AF: After you set up the study, what did you find ?
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ALMOND FACTS
LN: One of the biggest findings was that not only did the snack nut flavors we promoted in Spanish do really well, but the Spanish language messaging also created a halo effect for multiple Blue Diamond products on Amazon. For instance, almond flour was a top seller in this cohort, even though we didn’t advertise almond flour. It showed that people are interested in learning about the variety of our products, even beyond what we might be advertising to them. This study exceeded our expectations for return on investment and as a result, we’ll be adding Spanish language targeting to our holistic plan, because our impact can be that much bigger when we’re reaching a whole new audience that we’ve never spoken to before. AF: What does Spanish consumer targeting look like in this study ? LN: We took elements from our existing “Gimme Blue Diamond ” campaign and translated them into Spanish, but the visual branding and message was still in line with the campaign messaging and with what you normally see in English. When we think about consumers, they are still exposed to our brand in a variety of different elements, regardless of the language that they speak. Whether it’s in Spanish or in English, the brand must be consistent. The look is the same, the font is the same, the colors are the same — but the target audience is different.
U.S. Since much of the U.S. population growth is coming from the Latino segment anyway, it made sense to target that cohort first. The plan is to run consumer tests now, and learn as much as we can, and then amplify our efforts later on. AF: What does this new data mean for BDG growers and industry stakeholders ? LN: It means that we are finding new business opportunities and new audiences to continue to sell our products across categories. Amazon was a success with snack nuts, but Almond Breeze ® was also a strong seller. If we’re thinking about growth, we can look at it through the lens of several of our categories, not just snack nuts. AF: Considering how favorable this data is, tell us what opportunities growers might be looking forward to ? LN: If we look at multicultural marketing approaches, even beyond Amazon, we can look forward to lots of new innovations. We’re getting rich insights into this new consumer demographic, and I’m excited about the new marketing occasions we can reach consumers in. In the future, our multicultural insights may influence our flavor strategy and perhaps even new categories of products that we haven’t previously explored. Ethnic flavors and seasonings are already part of mainstream America. There is a world of opportunities for new products and innovation down the road, and we have to view those opportunities through a multicultural lens to ensure they are perceived as genuine and authentic by all.
AF: Why focus on the Latino consumer segment ?
LN: We chose to go with Spanish language targeting first because Latinos are the largest multicultural group in the
This business sees the value and opportunity that comes from the Latino segment, and I’d love to be a part of that work.
21
SEPTEMBER–OCTOBER 2023
CORNERING THE MARKET
Amazon Latino Campaign Results
3.6 MM Unique Shoppers
11%
21%
+85% Return on Ad Spend
Brand Preference
Ad Recall
AF: Are there any trends that our growers should be following if they want to gain a better understanding of how important multicultural marketing strategies are today ? LN: As we look at where business growth is headed, regardless of where you are in business, we need to think about what’s happening in the world around us. Mainstream America is very heavily influenced by a wide variety of ethnicities. Elote is a mainstream flavor now, even though it’s a Mexican snack. Hip-hop culture stems from Black communities, but it’s a part of mainstream American culture now. Spotify’s biggest global artists are Latino, which is huge. If we’re thinking about trends, let’s look at those trendsetters and where they’re coming from. Maybe the way we’ve been doing things is good, but we should always be learning more and finding new ways of doing what we do.
Jillian Luna, Managing Editor, Corporate Communications Blue Diamond Growers
Jake Sonke, Corporate Communications Intern, Blue Diamond Growers
22
ALMOND FACTS
CORNERING THE MARKET
Reducing Farm Production Costs through the Grower Connect Marketplace
In the face of skyrocketing farm production costs, it has become imperative for Blue Diamond Growers to take proactive measures to help our growers remain profitable. The increasing pressure brought about by rising input costs threatens the financial stability of our growers. According to Market Insider , the cost of agricultural inputs, including seeds, fertilizers, pesticides and machinery, has been steadily increasing over the past decade. Since 2019 production costs have increased approximately 20%, a trend that is likely to continue. To address this challenge, our corporate procurement team is poised to launch the innovative Grower Connect Marketplace (GCM). This groundbreaking marketplace aims to reduce farm production costs by leveraging the collective buying power of like-minded cooperatives and
utilizing group purchase organizations to negotiate the best terms. The primary objective of the GCM is to provide a platform where growers can access a wide range of products and supplies at competitive prices. By consolidating the purchasing power of multiple cooperatives, we will be able to negotiate better deals with suppliers, resulting in cost savings for our growers. Additionally, our website and mobile application have been designed to provide a user- friendly experience, ensuring convenience and ease of use for growers when procuring their required inputs. We are excited to announce that a soft launch of the GCM is scheduled just in time for our annual meeting on November 15th, 2023. This soft launch will allow our team
This is a design draft of the GCM website, which will look similar to the above.
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ALMOND FACTS
This is a design draft of the GCM website, which will look similar to the above.
to gather feedback and further refine the platform based on user experiences. We expect a fully executed project by late January 2024, aligning with our commitment to deliver a comprehensive and efficient solution to our growers. Harnessing the collective buying power of cooperatives will play a crucial role in the success of the GCM. By uniting multiple cooperatives, we can pool our resources
and negotiate more favorable terms with suppliers. This strength in numbers will result in significant cost reductions for our growers, enhancing their financial viability and future sustainability. Reducing farm production costs is not only vital for the financial well-being of our growers, but it also plays a pivotal role in ensuring the overall sustainability of the
This is a design draft of the GCM website, which will look similar to the above.
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SEPTEMBER–OCTOBER 2023
CORNERING THE MARKET
agricultural industry. As input costs continue to rise, it becomes increasingly challenging for growers to maintain profitability. By providing them with access to competitively priced inputs through the GCM, we aim to alleviate this burden and enable our growers to continue thriving in the face of challenging economic conditions. As the agricultural industry grapples with the burden of increasing production costs, it is crucial for our company to take assertive action. The Grower Connect Marketplace is a pioneering solution that leverages the power of collaboration and collective buying to reduce farm production costs. By providing growers with access to a wide range of supplies at competitive prices, we are committed to supporting their profitability
and long-term sustainability. Our soft launch on November 15th, 2023, marks the beginning of a new era in cost reduction strategies for the agricultural industry. Together with our growers, we look forward to a prosperous and sustainable future.
Coe Hawkins, Director of Procurement and Global Sourcing, Blue Diamond Growers
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ALMOND FACTS
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SEPTEMBER–OCTOBER 2023
GROWING THE GOODNESS
Save the Date — Give the Gift of Blue — Tuesday, November 28
For the 7th year in a row, Blue Diamond will be partnering with the California Future Farmers of America Foundation (FFA) for Giving Tuesday. This fundraising event aims to provide the blue jacket uniform to FFA students who may not be able to afford it. The iconic FFA jacket is symbol of the program’s long tradition of preparing and empowering students to pursue rigorous, satisfying careers within and outside of the agricultural industry — Giving Tuesday ensures that every student can be a part of this tradition.
For this year’s Giving Tuesday, Blue Diamond will match donations up to $25,000. We hope you join us in giving the Gift of Blue on November 28! For more information or to donate, visit www.calaged.com/givingtuesday .
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ALMOND FACTS
^ BLUE^ J iam o n D, growers ^
Blue Diamond Growers Foundation Scholarship available for 2024 - 2025 School Year
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Scholarship Requirements: • Must currently live in Almond Growing Regions of California • Must intend to pursue college major in Agriculture related field, with specific emphasis on plant and crop-related majors • Must have 3.3 GPA or higher • Enrollment verification to a college or university offering a four-year degree will be required for disbursement of award funds • Application deadline: March 31, 2024 ________
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This is a one-time award. Applicants who have applied and not previously been awarded a Blue Diamond Growers Foundation Scholarship may re-apply. Scholarship is available to applicants entering any year of a four-year degree program.
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GROWING THE GOODNESS
Blue Diamond Growers Scholarship Foundation Highlight: Morgan Oliveira
Born and raised in Hilmar, California, it was no surprise that Morgan Oliveira, who comes from a long line of dairy farmers, got involved in the agriculture industry. The Oliveira family has been
the end of her senior year of high school, Morgan had the opportunity to run for FFA state office, a rigorous process with eight rounds of interviews in front of panels of judges. After successfully passing through each round of interviews, Morgan was elected State Sentinel at the 2022 FFA State Conference, pushing her college start date back a year. As State Sentinel, Morgan’s primary responsibilities were outreach and education, meeting with students at conferences and schools, finding ways to connect with high school students, and getting them involved in FFA. Morgan helped to develop leadership curriculum for high school students, visited schools, shared agricultural information, and even hosted student workshops. Morgan’s experience with FFA, combined with her family’s background in Ag, helped shape her passion for agriculture. This past summer, Morgan interned at the Agricultural Council of California in Sacramento, an opportunity for Morgan to expand her perspective of the agricultural industry not only from the producer/ grower’s side, but also from the political side. Through the Ag Council, Morgan had the chance to learn about the ongoing political efforts aimed at helping the ag industry, from dairy farmers to almond farmers to cattle ranchers.
active in agriculture for decades, mostly as longtime dairy farmers but also recently breaking into the almond industry. Given her family’s involvement in agriculture, pursuing a career in the agriculture industry seemed like the natural thing to do, even as early as high school. As Morgan put it, “In Hilmar, you’re either into sports or you’re into Ag,” and Morgan isn’t into sports. In high school, Morgan became a member of the Future Farmers of America (FFA). At the encouragement of her teachers and advisors, she ran for a leadership position in FFA, going on to become the regional officer for the FFA’s Central Region, an area that stretches from Sacramento and Yolo Counties in the north to Merced County in the south. Through her FFA position and responsibilities, Morgan began meeting and talking with people and groups from outside her small Hilmar farming community. As she interacted with these people, Morgan came to understand the misconceptions and miscommunications surrounding the agricultural industry, realizing the need for individuals who can represent the agricultural industry accurately, clearly and responsibly. While in high school, Morgan applied for the Blue Diamond Growers Scholarship, which was created in 2008 to provide scholarships to support and foster advanced education for students in the almond growing regions of California. Morgan planned to attend Cal Poly, SLO to study Agricultural Communications. However, at
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ALMOND FACTS
If I’m someone who is passionate about this industry and there are people out there who don’t feel the same way, there’s only one person who can change their mind, [and] that’s going to be me.
Morgan started her first semester of college this fall. She’s excited to major in Agricultural Communications, taking classes in a variety of fields and disciplines to broaden her horizons. She’s especially excited for her Food, Nutrition, Culture and Customs course, an opportunity to dig into her Portuguese background and learn about other cultures’ food and agricultural backgrounds. Morgan plans to get involved in leadership positions in the College of Agriculture and in various clubs at Cal Poly, SLO. “This is an incredible industry, and there are so many misconceptions in the ag industry and there aren’t many people who can correct them because they don’t know about it. If I’m someone who is passionate about this
industry and there are people out there who don’t feel the same way, there’s only one person who can change their mind, [and] that’s going to be me.”
Jake Sonke, Corporate Communications Intern, Blue Diamond Growers
Blue Diamond Growers does not endorse or verify statements made by advertisers within this publication.
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SEPTEMBER–OCTOBER 2023
ADVOCACY REPORT
How LandFlex is Redefining California’s Water Management Water is the lifeblood of California — a state characterized as much by its sun-kissed beaches and sprawling vineyards as by its drought and extremely wet cycles. In partnership with the California Department of Water Resources, the Almond Alliance and Western United Dairies recently introduced LandFlex — a solutions-based program to safeguard rural water systems, enhance groundwater sustainability, and bolster climate resilience. What is Land Flex ? Developed in accordance with the Sustainable Groundwater Management Act (SGMA), Land Flex is more than simply a water conservation initiative. It is a multi-pronged approach to address the pressing challenges posed by a rapidly changing climate, with its core foundation built on voluntary collaborations between Groundwater Sustainability Agencies (GSAs) and our agricultural community. Backed by a $25 million grant from the California Department of Water Resources, the program leverages the temporary fallowing of agricultural lands in times of extreme drought and extreme flood to deliver immediate benefits to vulnerable domestic wells, protect rural communities and critical infrastructure, and achieve long-term groundwater sustainability. For each acre enrolled in the Land Flex program, farmers receive a series of financial incentives. These incentives serve three critical purposes: • Immediate Drought Relief: By encouraging farmers to follow their lands for one year temporarily, Land Flex provides immediate relief to drought-impacted communities.
• Overdraft/Sustainability Payment: This measure ensures groundwater basins aren't over-drafted, safeguarding long-term water availability. • Transition Aid: Financial incentives ensure that farming remains both sustainable and profitable. Land Flex ʼs Impact: More Than Just Numbers The initial results from the Land Flex program have been nothing short of commendable. Covering six GSAs across five Central California counties, the program's impact includes the following: •Land Flex immediately saved 16,161 domestic wells in the Central Valley. • 4,317 acres of land were enrolled in LandFlex, permanently reducing demand on California’s aquifers so they could remain available for flood protection, active groundwater recharge, and sustainable local farming. •Land Flex permanently saved water for 36,298 households annually in the Central Valley. •Land Flex provided immediate protection to drinking water wells for 52,459 households in underserved communities.
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ALMOND FACTS
Beyond its foundational goals, Land Flex has expanded its scope to address flood protection, food security, and even identifying prime zones for active groundwater recharge. A Future-Oriented Approach The strength of the Land Flex program lies in its adaptability and holistic approach. It’s not simply about conserving water; it’s about creating a sustainable future for California. This means protecting California’s agriculture and farming, safeguarding essential water sources, and promoting sustainable agricultural practices that don’t compromise the state's food security.
The structure of Land Flex emphasizes voluntary collaboration and pragmatic ground strategies, showcasing the potential of a community-driven approach. Alongside our partners, the Almond Alliance leverages state support, farmer participation and community interests to craft solutions that protect our agricultural communities.
Aubrey Bettencourt, President & CEO, Almond Alliance
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Blue Diamond Growers does not endorse or verify statements made by advertisers within this publication.
33
SEPTEMBER–OCTOBER 2023
CULTIVATING SUSTAINABILITY
Blue Diamond Growers Launches USDA Partnerships for Climate-Smart Commodities Grant Program
The new program equips the almond cooperative’s growers with resources and incentives to implement climate-smart practices in their orchards.
Blue Diamond Growers recently launched its USDA Partnerships for Climate-Smart Commodities Grant Program with its 3,000 grower-owners. The program is a major step in expanding the use of climate-smart practices in almond orchards. The initial launch of the Blue Diamond USDA Climate-Smart Grant Program offers almond growers no-cost seed and a financial incentive for implementing cover crops and/ or conservation cover on their land. These practices will not only work towards sequestering carbon but will also enhance the biodiversity of orchards, while improving soil health. As part of this program, growers will work with
technical partners, Pollinator Partnership and Project Apis m ., to implement these practices. “This is an exciting and unique opportunity for growers outside of the traditional federal, state and local resources that are typically available to them,” said Dan Sonke, Sr. Director of Sustainability, Blue Diamond Growers . “We know that cost and technical barriers are the largest hurdles to overcome when implementing climate-smart practices. This project provides resources to accelerate our grower- owners’ advances in soil health, biodiversity and climate- smart agriculture.”
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ALMOND FACTS
The program will also work to identify almond-specific methods for quantifying the greenhouse gas (GHG) impacts of implementing climate-smart practices and will explore market-based mechanisms to reward growers for their stewardship work. The USDA Partnerships for Climate- Smart Commodities Grant Program further extends Blue Diamond ’s current Orchard Stewardship Incentive Program (OSIP). OSIP currently has more than 50% of Blue Diamond acreage enrolled, the largest amount of almond acreage in the world participating in a sustainability program, with over 15% of Blue Diamond ’s acreage being Bee Friendly Farming (B.F.F.) certified. “Not only does this program benefit growers, but food companies and retailers as well,” continued Sonke. “Customers can partner with Blue Diamond to support the use of climate-smart practices which benefit the climate, soil health and orchard biodiversity, and thereby procure almonds with a measured GHG reduction quantification that helps meet their own climate and sustainability targets.” With planning and grower communication underway now, Blue Diamond Growers will largely begin to implement the grant-related practices across California beginning in October, after this year’s harvest. For more information on Blue Diamond Grower ’s sustainability efforts, please visit bluediamond.com/sustainability .
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