Upcoming Walnut Conference to Discuss Marketing Data

Walnut growers, mark the calendar for March 2 and 3 for the big virtual California Walnut Board and Commission Industry Conference. The conference will be two half days 8am till Noon.

Jennifer Williams in Marketing Director, Domestic Advertising with the California Walnut Board. She noted one topic that she will be speaking about how data drives decision making in marketing walnuts.

“We have guests coming from Mintel, which is one of the world's leading market intelligence agencies talking about some of their data,” said Williams. “We have a guest from Rose Research, who's doing fantastic things in market research for commodity organizations, as well as companies such as Pfizer and the Wall Street Journal, and talking about how the data, the trends, and these reports really formed the foundation of what we do,”

“We look at the data and use that as a basis for planning all of the marketing that you see coming out of the Walnut Board and Commission,” she said.

Williams describes the source of that data. “Everything and anything. We purchase. pre-packaged reports from companies like Mintel on consumers' views on plant-based eating,” Williams’ noted. “We've worked with Rose research for over 15 years to do first-party research, where we designed the survey and we get several thousand consumers to answer these questions, to get an idea of what the consensus is across the U.S,” she said.

You have to register for the conference and it's easy to go to walnuts.org and click on the tab Walnut Industry.