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Successfully Rebranding Agribusiness: Monte Vista Farming Company
Almond Board |

Growing up in Ag—the agriculture industry—means your perception of how a workday goes is vastly different from a regular nine-to-five gig. First, nearly every day is a workday. You wake up at four and work all day until things are done. Work ethic is everything in an industry where the precedent used to be working harder, not smarter. “This isn’t very attractive to someone who didn’t do this every morning,” said Jonathan Hoff, CEO of Monte Vista Farming Company. Farming used to be a family business. But with fewer kids going from high school to the farm and the average age of a farmer today reaching over 60, new blood is needed in the industry. How do you recruit tech-savvy millennials to a business that is not well-known for innovation or young workers? You rebrand. “This isn’t your granddaddy’s agribusiness,” Hoff said. “We’re not rebranding our product, we’re rebranding the industry.” The California almond grower, huller, and processor is relying on its lean and mean, technologically advanced approach to farming, as well as its industry-leading transparency and honesty, to move away from the old-fashioned stigma that weighs down farming.

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 or check out California Almonds on Facebook, Twitter, Pinterest, Instagram and the California Almonds blog.