Food Safety
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1 2009/10 Grower Communication The State of the Walnut Industry
2 Food Safety
3 The Main Focus Pathogens Monitor from Farm to Family New Federal Oversight The Law July 2009 February 2010 (?) GAP and GMP
4 The Unanswered Questions Where does it begin Are walnuts susceptible What can reduce risk Drying Natural Compounds But...
5 ... The Answer Begins With You...
6 ... And the Handlers!
7 Current Activities Adopt GMA Handbook Food Safety Workshop Field Research FS Working Group Grades & Standards FDA Inspections Intense Scrutiny
8 Will it be worth the effort? There is no choice! FDA Media Customers The very integrity of our industry! Quality Freshness Service Health
9
10 Direct Sales by Growers By pass the network Against Federal Law No Reports = bad crop/inventory numbers Fines of $1,100 per day/incident ARiskforFood Safety No Inspection In-transit risk And...
11 ... You Are Now a Handler! You have new reporting requirements! Receipts (including your own production) Assessments Inspection/grading When that demand dries up what do I do? Risk as Seller We can send you a Handler Package!
12
13 Impact of World Economy
14 2008/09 Record Crop 435,000 tons Low Ending Inventory Dollar Strong & Moving Aggressive Opening of the Markets Buyers Were Wait & See Experience with declining market
15 The Current Situation Crop Slightly Higher Than 2008/ at 436,000 tons Opening Inventory higher h at 58,000 tons Dollar Weak and stable Rain/Quality/delay in harvest Less Aggressive at Opening Non-Traditional Markets Buying
16 Result of Currency Good climate for Selling California Walnuts Marketing Programs downsized with less bang for the buck
17 Non-Traditional Market Trends Pounds, In-shell, (000) Omitted
18 Trends
19 U.S. Walnut Production History
20 Total CA Walnut Availability
21 Bearing Acreage Average 5,000 acres every 5 years * Note Acreage Survey conducted every other year since 2003
22 Total US Shipment History
23
24 Walnuts Around the World
25 UNITED STATES 87% believe walnuts are healthy (up from 67%) 55% believe walnuts provide more health benefits than other nuts 55% buying more walnuts than 5 years ago Average purchase frequency increased from 3.47x to 3.91x Increase to 4.79x for those aware that walnuts contain omega-3s 63% believe that walnuts are a good value for the money
26 Marketing Advertising Websites Public Relations
27 UNITED STATES Key Media Events Annual Harvest Tour - October Better Homes & Gardens Cooking Light Sunset Magazine Spring Media Tour April Health Symposium June Public and Health Professionals 3.5 billion impressions i last year
28 GERMANY Year Round Advertising Campaign 88 Print Ads 4 Online Ads 250,000 brochures at point of purchase
29 Spring/Fall Advertising Campaigns In Store Print Campaign Online SPAIN
30 JAPAN Walnut Harvest Festival Retail Bakery Campaign August December, Participating Companies Up 20% 1,004 outlets Up 177% 32,310 applications postcards Up 227%
31 KOREA TV Program It s OK on SBS, December 9 Viewership 5,000,000 Ad Value $500,000 3 of 5 Home Shopping Channels aired walnut programs following the show 70% sales increase vs. prior week
32 Publicity Generated: y 5 million impressions AEV of $500,000 CHINA
33
34 HEALTH RESEARCH
35 WALNUT HEALTH RESEARCH Recent Publications Yale University y( (Katz) Type 2 Diabetes Harvard (Hu) Meta Analysis on Cardiovascular Health Tufts (Joseph) Cognitive Function University of Wollongong (Tapsell) Diabetes Loma Linda University (Sabate) Fish vs. Walnuts
36 WALNUT HEALTH RESEARCH Accepted Publications Harvard(Mantzoros) Satiety Loma Linda University Serum Lipids University of Wollongong (Tapsell) - Diabetes PREDIMED Serum Lipids, Insulin p Resistance, Inflammatory Markers
37 PENDING PUBLICATIONS 3 papers under review at various journals
38 WALNUT HEALTH RESEARCH Studies in progress 21
39 Thank You!
40 California i Walnut Commission i 101 Parkshore Dr., Ste. 250 Folsom, CA (916)
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