A longtime almond processor has launched a snack label aimed in part at motorsports fans. And it is sponsoring a stock car racer who is among the rising stars. Nut Up, an offshoot of the Roche family’s four-generation business, has 10 flavors of chopped almonds in 1.5-ounce bags available at many grocery stores. It is promoting them with the help of Dylan Lupton, a Sacramento-area product racing on the NASCAR Xfinity circuit this year. He said by phone Thursday that the nuts are part of a healthy diet that helps him endure the rigors of his sport, including 130-degree-plus temperatures inside his fireproof suit. “These NASCAR races are pretty grueling,” Lupton said. “You have to be very conscious of what you fuel your body with.” The Nut Up logo on his suit and car will be the most prominent among his sponsors for at least some of this year’s races, he said. Nut Up also is working with motocross and other motorcycling events. The new products come from Roche Brothers International Family Nut Co., on Jones Road east of Escalon. President Joey Roche, who long has supported motorsports, partnered on the venture with almond broker Brad Klump.
Almonds from Escalon fuel NASCAR driver
Almond Board |
California almonds make life better by what we grow and how we grow. The Almond Board of California promotes natural, wholesome and quality almonds through leadership in strategic market development, innovative research, and accelerated adoption of industry best practices on behalf of the more than 7,600 almond farmers and processors in California, most 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.