Bountiful, dynamic growth seen for California almonds in China
Almond Board of California, a non-profit industry association based in the US state, has ramped up its promotions in China, a country its CEO said is expected to become its biggest export destination.
From last August to July this year — the crop season — China imported 90,000 metric tons of Californiaproduced almonds, a hefty 20 percent increase on the same period of the previous year. The country now is the thirdlargest importer of California almonds, behind only Europe and India.
Richard Waycott, CEO and president of Almond Board of California, said he saw great development potential in China, because Chinese customers increasingly want a healthy and high-quality lifestyle, and the country’s expanding middle class in recent years had shown an increasing taste for his industry’s product.
To meet that need, the association invested $67 million over the past 10 years in China, spending it mostly on public relations, advertising and consumer education. The country is the largest investment destination for the Californian association outside the US, Waycott added.
“We’ve made every effort to spread the word about the benefits of California’s almonds and the benefits and importance of food safety among Chinese customers,” he said.
According to the association, a handful of almonds can provide six grams of protein, four grams of filling fiber and 13 grams of good monounsaturated fat to keep people energized and satisfied. Almonds are also good for heart health and weight management.
The main form of almond products in China is the roasted, salted almond, eaten as a snack. Besides, California almonds are also commonly used in the mixed-nuts products, which are very popular in China. In the US, people also use almonds to make oil, milk and butter, among other products.
The board will promote the acceptance of more almond products among more cities in China in the future, Waycott said.
He said his association also actively communicates Chinese counterpart in a lot of areas, including product safety, grades definition and others.
In addition, Almond Board of California also provides its precious experience and knowledge to Chinese traders and brands.
During his trip to Beijing earlier this month, Waycott visited local nut production and processing enterprise Orchard Farmer and provided information related to the purchase standards of almonds.
Almond Board of California represents 6,800 growers and 100 more handlers. It aims to help China customers with more sufficient market development, but won’t participate
Almond Board of California
in any sales-related operation, Waycott said.
As the world’s major producer of almonds, California currently accounts for 80 percent of global production, thanks to its suitable climate, geographical location and growing conditions — helped along, of course, by the scientific techniques and research provided by the board.
According to Waycott, in recent years, annual output of California almonds comes in at around 1.1 million metric tons, with about 30 percent consumed in the US and the remaining 70 percent exported to about 90 countries and regions.
The association launched a California almond sustainability program in 2009, to educate almond farmers and processors to employ sustainable growing practices that are economically viable and based on scientific research, taking into account the quality of water resources, air and soil.
According to Almond Board of California, to date it has invested about $70 million into researching the almonds’ impact on human health, to ensure food quality and safety and to improve farming practices while minimizing their environmental impact.