Richard Waycott President and CEO

Potention for California Almonds 2004
May 6, 2004
Potential of
California
Almonds
2004
Richard Waycott
President and CEO
California Almond Board
Richard Waycott
President and CEO
California Almond Board
2
Richard Waycott Almond Board of California
President and CEO
1
Potention for California Almonds 2004
May 6, 2004
Who We Are
Almond Board of California (ABC)
A non-profit organization
Federal Marketing Order since 1950
Source of almond industry information,
statistics/markets, science
Generic advertising and public relations
Research areas: environment, food quality and
safety, nutrition, production
Global consumer education and information
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ALMOND ADVANTAGE
Long Term Strategic Planning
Our Vision:
“To be the healthiest specialty crop in the world”
ƒ Strategic Priorities
• Build the case supporting the vision and spread the word
among global consumers and the trade on the benefits of
consuming more almonds.
• Facilitate industry-wide system for assuring food safety from
farm to fork.
• Proactively seek solutions to environmental challenges and
differentiate the industry.
• Assure a basic/applied research capability.
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Richard Waycott Almond Board of California
President and CEO
2
Potention for California Almonds 2004
May 6, 2004
ALMOND ADVANTAGE
Nutrition Research
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Qualified Health Claim
Dose Response Studies
Portfolio Eating Plan
Weight Loss/Maintenance Research
Current Working Areas of Research
Foundation for Marketing & Promotion Activities
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ALMOND ADVANTAGE
Public Relations Coverage
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Media Impressions
Health Claim
International Programs
Influencer Program
Relationships
• American Heart Association
• American Dietetic Association
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Richard Waycott Almond Board of California
President and CEO
3
Potention for California Almonds 2004
May 6, 2004
ALMOND ADVANTAGE
Clear Consumer Results
ƒ People are eating more almonds
• U.S. per capita consumption doubled over past five years
– Under half a pound to over a pound
• Almonds, for the first time, exceeded peanuts in new product
introductions
ƒ More often
• Monthly purchase frequency jumped from 1.7 to 2.2
ƒ For more reasons
• Over 75% believe almonds are “nutritionally excellent or good”
• Taste and convenience are still top reasons for eating almonds
ƒ Internationally, almonds are moving beyond
seasonal usage
• Moving to year-round consumption
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ALMOND ADVANTAGE
Unique Location
In USA--only in CA
Spanning 500
miles throughout
the Central Valley
California’s No. 1
agricultural export
(value basis) to
over 90 countries
CA grows 80% of
the world supply
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Richard Waycott Almond Board of California
President and CEO
4
Potention for California Almonds 2004
May 6, 2004
ALMOND ADVANTAGE
Record Almond Crops and Shipments
ƒ Record crop size for second consecutive year
• 6,000 growers produced a record 1.082 billion pounds
ƒ Record shipments for third consecutive year
• 982 million pounds (20% increase from previous year)
ƒ Prosperous farm pricing trend
Million Pounds
1000
Historical Shipments
750
500
Exports
Domestic
250
0
92
19
/19
93
9
19
4 /1
5
96
97
99
88
00
01
02
03
99
/19
/19
/20
/19
/2 0
/1 9
/20
/20
96
95
97
99
98
00
01
02
19
19
19
19
19
20
20
20
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ALMOND ADVANTAGE
Promising American Consumer Trends
ƒ 2/3 of Americans report consciously attempting to eat
heart healthy foods (AHA, 2004)
ƒ 93% of consumers believe that some foods can
prevent or even cure disease (IFIC, 2002)
ƒ 69% of consumers have added a food item to their
diet in an effort to eat healthier (NMI, 2003)
ƒ Almonds are the only nut showing an increase in
consumers “choosing to eat either by themselves or in
other foods on an ongoing basis” (AAU, 2003)
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Richard Waycott Almond Board of California
President and CEO
5
Potention for California Almonds 2004
May 6, 2004
ALMOND ADVANTAGE
Promising Product Trends
ƒ For the first time, almonds exceeded
peanuts in new confectionary
introductions (IRI, 2004)
ƒ Almonds are the # 1 nut in
confectionary and bakery new product
introductions (IRI, 2004)
ƒ 40% of new secondary and 12% of new
primary almond are low-carbohydrate
(IRI, 2004)
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ALMOND ADVANTAGE
United States is Leader in Growth
ƒ U.S. is the largest market with the greatest growth
• 30% shipments, 22% growth
• International markets grew 19%
ƒ Top ten export markets represent 74% of export shipments
35%
Percent of Shipments
30%
25%
20%
15%
10%
5%
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Richard Waycott Almond Board of California
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President and CEO
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Potention for California Almonds 2004
May 6, 2004
ALMOND ADVANTAGE
Growth in All Markets
ƒ Established markets showing strong growth
U.S.A.
22% Growth
Western Europe
17% Growth
Japan
9% Growth
ƒ Tremendous opportunity in emerging growth markets
Russia
23% Increase
India
10% Increase
China
28% Increase
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Thank you!
Thank
you!
Richard Waycott
Richard Waycott
President
Presidentand
andCEO
CEO
Of
Of
Almond Board
Almond
BoardofofCalifornia
California
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Richard Waycott Almond Board of California
President and CEO
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