The California Walnut Commission is resuming marketing activities in the U.K. for the first time in more than two decades in response to growing sales and a shift in consumer lifestyles. 

Senior marketing director Pamela Graviet talks to Fresh Fruit Portal about expanding production and plans to promote the versatility and health benefits of the so-called “super nut”.

“Just looking at the U.K., the market growth and the change in consumer lifestyles, it was time to come back and remind people that walnuts are a healthy option,” she says.

Now U.K. consumers aren’t eating every meal at home, Graviet says easy snacks that are nutritious, affordable and satisfying are in demand. At the same time, vegetarianism is on the rise, as well as plant-based eating. 

“People in the U.K. are eating more nuts in general than ever before,” Graviet adds.

“Looking at the statistics, Euromonitor reports that the volume of all nuts shipped to the U.K. in 2016 grew by 3%.”

Graviet highlights growth has been strong for shelled walnuts in 2016-17, and in May the commission’s U.K.-bound shelled walnut shipments for the current crop were up by 39% against the previous crop year.

The in-shell market, by comparison, has been decreasing fairly significantly on an annual basis as consumers and food manufacturers alike prefer the convenience of shelled nuts.

The U.K. represented the thirteenth-largest export destination for California walnuts and the third-largest EU market during the 2016 season, absorbing 3% of the crop or 20,537,000 in-shell equivalent pounds (9,315 metric tons, MT). The outlook for 2017 is similar or slightly higher. 

Educating the trade

In March the California Walnut Commission began its new U.K. trade and consumer marketing campaign with the launch of consumer website californiawalnuts.uk and a series of meetings with various trade representatives. 

The bulk of activities will begin in the autumn when, by tradition, nuts are more commonly consumed in the run-up to Christmas. The initiative will continue to build throughout 2018.

On the trade side, the objective is to communicate the differences in California walnuts versus those grown elsewhere, while raising awareness of the nut’s versatility and health benefits.

“When we talk about California walnuts we’re talking about quality and consistency year-on-year because generally the climate is very temperate,” Graviet explains. 

California claims its walnuts also stand apart from those produced in other parts of the world because of the industry's stringent growing and handling process.

“Buyers know what they’re getting from purchase to purchase, which is really important.

“As for consumers, each time they purchase California walnuts they know they will taste pretty much the same – creamy and fairly light in flavour. For the food manufacturing sector that’s even more important, particularly in the bakery segment.”

As part of its campaign, the commission is offering foodservice operators educational training and seminars on how to use walnuts in cooking or baking. The scientific research into the nutritional value and benefits of walnuts will also be shared.

Raising consumer awareness

On the consumer side, the initiative aims to generate awareness of California walnuts mostly through PR activities that focus on the nut’s unique health benefits and versatility of use. 

So far, plans include advertisements in lifestyle publications and point-of-sale materials in specific locations. Graviet says the commission is in negotiations with U.K. retailers, in particular.

Recipes will also form a large part of the U.K. consumer drive. The commission has developed 12 new recipes specifically for the U.K., and is adapting global recipe ideas from its other programmes. New recipes will be uploaded to the U.K. website weekly.

“Most people think of using walnuts for snacking or in baking, so we’re providing recipes for year-round usage and all different types of eating occasions,” Graviet says.

One of her favourite non-traditional uses of walnuts is as a meat substitute in meals like tacos or bolognese. The nut also suits a variety of ethnic cuisines by adding a “crunchiness” that wouldn’t otherwise be there. 

Salads and lighter dishes also benefit from walnuts, according to Graviet. For snacking, she recommends lightly toasting the nut with turmeric, garlic powder or rosemary.

Planting for the future

As well as adding the U.K. to its marketing program this year, the commission is evaluating potential in the Middle East and southeast Asia. Existing campaigns will continue in Spain, Germany, Turkey, China, Korea and India.

Although there is no growth target set for future U.K.-bound exports, production is expanding in California to sustain the rise in demand worldwide.

“We’ve increased our number of acres and some existing acreage is being replanted,” Graviet says.

“Older trees of 80-90 years that have reached the end of their life are being replanted with different varietals that can be grown closer together and produce more per acre.”

The California walnut industry is also undertaking research into different varietals to see if one would come into ripening earlier than the majority of what’s already planted.

“Our customers are asking to have access to California walnuts a little earlier in the season. Also, most of our crop ripens about the same time which puts a tremendous amount of pressure on the handlers who process walnuts to remove the outer hull, clean and inspect the nuts.”

While the trees are very healthy and producing very well at present, Graviet admits there is uncertainty with regards to the impact of California’s drought in recent years and a very wet winter in 2016. 

“We don’t know if either of these climate events will cause any issues or what the long-term effects might be as it’s never happened before,” she states. “Sometimes in agriculture you don’t see the impact until three or four years after a specific event.” 

Nevertheless, California’s walnut crop is increasing year-on-year as new trees enter into production. Last season the state saw a record production of 684,334 tonnes that was boosted by an exceptional year for fruit set. 

“This season’s crop is looking really good although in talking to our growers the fruit set doesn’t look to be as large,” Graviet forecasts.

“But there are 10,000 acres that came into production this year and we’re not sure how that will play out yet. Usually the estimate is released on Sept. 4.”

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