Almond Board of California is scouting for a media partner and the organisation is in talks with a few leading agencies.
Sudarshan Mazumdar, National Programme Manager, Almond Board of California, has confirmed the pitch call and informed that the pitch was currently in process. He also said that at present there were no plans on appointing a new creative partner and they would continue to work with Adept Media, a Delhi-based agency, on its creative business. He, however, refused to divulge the names of the agencies invited for the media pitch.
The Almond Board of California administers a grower-enacted US federally mandated marketing order under the supervision of the United States Department of Agriculture.
Established in 1950, the Almond Board of California’s charge is to promote the best-quality product and increase production of almonds, California’s largest tree crop. The Almond Board of California seeks to expand the domestic and international markets for almonds through generic public relations, advertising, and other marketing activities. It also tracks almond industry statistics and annually publishes the Almond Almanac.
It may be noted that in October 2010, the Almond Board of California had roped in Karishma Kapoor to endorse almonds for the festive season. The board, which promotes Californian almonds, undertook a marketing campaign with Kapoor, banking on estimates that 69 per cent of India’s total almond imports come from California. The campaign communicated the health benefits of almonds to consumers. The actress was also engaged in on ground promotions.