FROM THE EXECUTIVE
The almond industry ' s marketing levy, and the work it has funded in domestic and export markets, has helped build global demand for Australian almonds.
Kyle Chalmers have joined our campaign as global ambassadors, advocating the taste, versatility and health benefits of eating almonds regularly. The launch of our industry mascot Murray the almond kangaroo has also resonated immediately in markets across the world as it instantly links our product with its origin. We have seen it adorn billboards in India and trade displays across the world and online. The almond industry’ s unique ability to market collaboratively as an origin on the global stage continues to be a credit of all key stakeholders as they recognise the power of the collective and what it continues to deliver. The aggregated effort opens doors and creates opportunities in a multitude of markets. The Australian program has always fought out of its weight class when compared to California which represents 76 % of the world almond production. In more recent times the Almond Board of California have received marketing subsidies from the US Government worth almost US $ 11 million for specific programs that were additional to the grower statutory levy collected to underwrite marketing activities around the globe. The Position Report for the opening two months has resulted in the strongest start to a season on record. The ABA has had a long history of punching above its weight with
innovative marketing strategies to drive consumption in Australia. Despite limited resources, programs like Educating Health Professionals and leaning in on research that has proven that including almonds in your daily diet improves your health have hit the market. The upcoming world swimming championships in Singapore will be used an opportunity to leverage Kyle’ s love of almonds, while the ubiquitous Poh is preparing new almond-centric recipes that will feature in a cookbook release that coincides with planned in-market visits to South-East Asia and India, where she also has a huge following.( The Masterchef Australia series is one of the most popular cooking shows in India and Poh is held in high esteem.) There is a lot of exciting initiatives on the way the rest of this year to continue to drive the almond message both domestically and in key markets overseas. We have a range of other commodities muscling in on the health snack messaging, so it remains important to invest in remaining front of mind with consumers to influence buying decisions. The current price of almonds has come as welcome news for growers. Returns look like being the best for a decade as the supply-demand dynamic comes back into balance as production in both the United States and Australia levels off. The uncertainty around tariffs being imposed by the US has resulted in buyers looking to alternative supply options like Australia. Our trade agreements in China, Thailand and India are proving to be key factors in driving interest.
Water policy
The industry continues to advocate for monitoring and benchmarking the socio-economic impact of reducing the consumptive pool for irrigation and domestic use across the Murray Darling Basin. Federal buybacks designed to return more water to Commonwealth Environmental Water Holder( CEWH) have started so it is important to learn what impacts this activity will have, good and adverse within the riverine system and communities throughout. This type of study will help inform any future policy decisions on water management and restore integrity to a process that so far does not appear to be giving any emphasis to social ramificationas of the policy.
Study tour
A recent industry funded study tour to Spain and Portugal has received rave reviews with a lot learnt and greater perspectives gained on a range of issues confronting the Australian industry. A follow up tour to California will be held late May-early June next year.
industry. australianalmonds. com. au
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