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Sustainability and Production Research, Global Marketing Initiatives to Move Forward as USDA Implements Assessment Increase

Almond Board
Dec 22, 2016
On Dec. 20 the USDA published the Final Rule to implement the recommendation by Almond Board of California (ABC) to increase the assessment from 3 cents per pound to 4 cents per pound for a three-year period beginning with the current 2016–17 almond crop.

For Immediate Release

December 22, 2016

 

For More Information:

Carissa Sauer                                     

209.343.3284                                      

csauer@almondboard.com             

 

Sustainability and Production Research, Global Marketing Initiatives to Move Forward as USDA Implements Assessment Increase

 

(Modesto, Calif., Dec. 22, 2016) — On Dec. 20 the USDA published the Final Rule to implement the recommendation by Almond Board of California (ABC) to increase the assessment from 3 cents per pound to 4 cents per pound for a three-year period beginning with the current 2016–17 almond crop. The decision means ABC can move forward with aggressive plans to broaden its sustainability1 and production research and launch new global marketing programs.

 

The increase is limited to three years because it is expected that almond production will increase significantly during that time, after which the assessment rate will return to the 3-cents-per-pound rate.

 

“The idea is to give us a shot in the arm with some additional funding,” said Richard Waycott, President and CEO of ABC. “We need to invest now by keeping demand ahead of supply.”

 

There are three principal reasons why ABC determined that an assessment increase was needed:

 

1.     25% increase in production anticipated by 2020. This estimated 500-million-pound increase needs to be addressed now in order to invest in increasing global demand prior to the production hitting the market. This will require doing more of what has been working to market California Almonds, as well as implementing new, innovative marketing programs.

2.     Strain on agricultural resources has never been higher. Almonds are currently California’s highest-value agricultural crop, and soon they will be its largest acreage crop, putting the industry in a leadership role. With this leadership comes responsibility. Additional investment will allow ABC to take a leadership role by investing in and accelerating research that will address concerns such as: (a) our changing water supply, (b) air quality issues, as they relate to harvesting and pesticide and energy use; and (c) bee health, which is critical to the almond industry’s success.

3.     Transformation of the consumer landscape. The environment in which we are growing and marketing almonds is quickly changing. Consumers are more interested in where and how their food is grown and processed. In response, the almond industry needs to take a leading role in the world of sustainable farming, as we have done for so long in the world of human nutrition, through transparent communications promoting our meaningful and measured improvements in sustainability.

 

To plan for and address these challenges, ABC’s Board of Directors has worked across the Environmental, Production Research, Almond Quality and Food Safety, Technical and Regulatory Affairs, and Global Market Development Committees to develop a plan of action. This plan includes investment in research through the Accelerated Innovation Management (AIM) program and global marketing.

 

 

Building on Sustainability1

The AIM program is designed to expand and accelerate sustainability and production research in nine areas:

 

1.     Irrigation and nutrients

2.     Orchard, tree and rootstock

3.     Harvesting

4.     Almond biomass, co-products, energy

5.     Soil health management

6.     Pest management

7.     Food safety leadership

8.     Pollination

9.     Sustainability

 

The global marketing effort expands our programs to address production growth and changing consumer needs by:

 

·         Accelerating programs and their results in current markets;

·         Considering additional markets for development;

·         Increasing communication transparency and trust; and

·         Ensuring confidence in our sustainability efforts.

 

Members of ABC’s Board of Directors are available to discuss the assessment increase, especially as it relates to supporting the AIM program and global marketing efforts. Send an email to staff@almondboard.com or call the ABC office at (209) 549-8262.

 

1.     Sustainable almond farming utilizes production practices that are economically viable and are based upon scientific research, common sense and a respect for the environment, neighbors and employees. The result is a plentiful, nutritious and safe food product.

 

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About Almond Board of California

Almonds from California are a natural, wholesome and quality food. Almond Board of California promotes almonds through its research-based approach to all aspects of marketing, farming and production on behalf of the more than 6,800 almond growers and processors in California, many of whom are multigenerational family operations. Established in 1950 and based in Modesto, California, Almond Board of California is a nonprofit organization that administers a grower-enacted Federal Marketing Order under the supervision of the United States Department of Agriculture. For more information on Almond Board of California or almonds, visit Almonds.com or AlmondSustainability.org. Be sure to check out California Almonds on Facebook, Twitter, Pinterest, Instagram and the California Almonds blog.

About the Almond Board

Almonds from California are a natural, wholesome and quality food. The Almond Board of California promotes almonds through its research-based approach to all aspects of marketing, farming and production on behalf of the more than 6,000 almond growers and processors in California, many of whom are multi-generational family operations. Established in 1950 and based in Modesto, California, the Almond Board of California is a non-profit organization that administers a grower-enacted Federal Marketing Order under the supervision of the United States Department of Agriculture. For more information on the Almond Board of California or almonds, visit Almonds.com or check out California Almonds on Facebook, Twitter, Pinterest, Instagram and the California Almonds blog.

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