Almond Board’s QR Code: A Leap in Transparency & Stewardship The Almond Board of California has introduced a groundbreaking QR code to redefine consumer interaction with the almond industry. Spearheaded by Kath Martino, ABC’s Europe and strategic communications lead, this innovative initiative aims not only to engage consumers but to showcase the industry’s commitment to responsible almond cultivation.
Inspired by a mural in Milan, the QR code features icons representing objects associated with almond orchards. What sets it apart is its impressive size, suitable for large- scale placements like billboards. The earthy and natural colors convey a subliminal message of goodness associated with California almonds, emphasizing transparency and stewardship. Live for only for just a few months, the QR code has recorded hundreds of scans, strategically placed in high- traffic areas like transit shelters and
airports. The Almond Board’s goal is to promote the stewardship practices happening within the industry. The QR code provides transparent access to information, addressing consumer concerns about water usage, pollinators and waste associated with growing almonds. Looking forward, the Almond Board plans to diversify its advertising strategy, exploring print media opportunities, especially in Germany, where print magazines still hold sway. The aim is to continue finding innovative ways to tell the industry’s stewardship story and engage consumers effectively. Martino also emphasized the importance of influencers, citing a Deloitte study that positions social media influencers as the most trusted source of sustainability information. The Almond Board leverages influencers to provide credible perspectives on almond cultivation, further emphasizing the industry’s commitment to stewardship. The Almond Board’s QR code initiative marks a bold leap toward more transparency, sustainability, and consumer engagement. As the almond industry evolves, Martino and the ABC team remain committed to shaping concise narratives that resonate globally while promoting responsible stewardship practices happening within the California almond industry.
Article contributed by the Almond Board of California
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MARCH–APRIL 2024
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