Celebrating California Agriculture . . .  An Ongoing Series: Marketing

Marketing, Almond Board Style

A Rallying Cry for Ag PR on Billboards

By Laurie Greene, Editor

 

Celebrating California Agriculture is a refreshing perspective. In an ongoing series on CaliforniaAgToday.comPeterangelo Vallis, executive director of the Fresno-based San Joaquin Valley Winegrowers Association (SJVWA), shares his optimistic viewpoint on California agriculture. In our original article, “Celebrating California Agriculture . . .  An Ongoing Series,” published on September 13, 2016, Vallis offered this goal:

SAN Joaquin Valley  Winegrowers Association, (sjvwa) logo“This is basic, basic stuff because, realistically, we’re marketing the fact that we need help to make more food,” Vallis noted. “We’re making safe domestic food, but if we don’t engage with the people that are our customers, we’re never going to be able to get our ideas and our needs across, because we’re just not talking to the right audience.”

“They’re not enough people here in the valley to move the needle. We’ve got to figure out a way to get San Francisco and L.A. appreciating our position, loving what we do, and trusting that we’re doing the very best job possible,” said Vallis.

Vallis is urging California agriculture “to put some dollars together for a major billboard campaign in Los Angeles and in the Bay Area, celebrating our agricultural industry as part of a big PR campaign.”

Almond Board of California, marketing almond board style“Just imagine,” Vallis suggested, “the power of billboards with California farmers and the fruits, nuts or vegetables they produce. The billboard could be up in prime city areas for several months for less than a few million dollars.”

Vallis commended the Almond Board of California for their example of a great starting point. “You know, the Almond Board of California (Board), I think, represents the most progressive part of California agriculture today because the Board understands how much money it takes to penetrate the market. We’re not living in 1932; we need to spend money on this stuff. I mean what does a Super Bowl commercial cost—6-7 million dollars for 30 seconds? It’s an insane amount of money, but that’s what it takes to really move the needle.”

“Billboards around the California’s urban centers or even across the nation, could carry the message of the importance of the California

ALMOND SUSTAINABILITY ECOSYSTEM (Almond Board of California, AlmondSustainability.org), Celebrating California Agriculture
ALMOND SUSTAINABILITY ECOSYSTEM (Almond Board of California, AlmondSustainability.org)

farmer,” Vallis proposed. “We could campaign on every billboard in America for one month and call it, ‘Hey, We Like to Eat Month’ or ‘Your Stomach Depends On Ag,’” noted Vallis.

“The message must connect with people,” Vallis insisted. “It would probably cost 20 or 30 million just to make that happen, but if you look at the success the Almond Board has had, that is a perfect pathway—a perfect roadmap—for what all of us in California can do at pennies per pound,” he said.

“There are some commodities that don’t make pennies per pound; but on the whole, a couple pennies per pound, put in the right space and put in front of people … Guess what? They’re going to go nuts over the product. Look what almonds have done. If that isn’t a rallying cry for what could happen. . . it would be killer! And it would be killer for our industry,” Vallis said.

American Pistachio Growers Pair with Anheuser-Busch and Michelob ULTRA Beer

First Ever In-Store Promotions for American Pistachio Organization

 

Fresno-based American Pistachio Growers is joining with Anheuser-Busch, St. Louis, Missouri, to promote the perfect pairing: the perfect smart snack and the perfect beer for adults with active lifestyles.

Starting now and through 2015, pistachio lovers can save up to $6 on the purchase of American Pistachio Growers member-branded pistachios and a 12-pack or larger of Michelob ULTRA.

This partnership between American Pistachio Growers and Anheuser-Busch’s Michelob ULTRA recognizes the increasing number of Americans who are eating healthy and staying fit. Pistachios are an ideal post-workout and daily snack and host a significant number of nutrients required to stay healthy. Additionally, pistachios are the lowest-in-fat snack nut grown in the United States. Michelob ULTRA is a superior light beer with 95 calories and 2.6g carbohydrates, and a proven favorite among adult consumers who enjoy a socially active lifestyle.

Beginning with the season of New Year’s resolutions — when many commit to health and fitness goals, the joint promotion will run through the National Football League playoffs and the Super Bowl; a time of many parties and gatherings. Three additional promotional periods are scheduled for Fourth of July and Labor Day gatherings, and kick-off of the fall football season.

“This is our first initiative at point of sale, to identify and promote pistachios grown and processed by the hundreds of members that make up American Pistachio Growers. It is a strong nationwide rollout, with a leading retail partner, and more than 19,000 stores participating including supermarkets, mass market retailers and drug stores,” says Judy Hirigoyen, Vice President, Global Marketing. Hirigoyen continues, “This concept was tested successfully in a few states in 2014. Research continues to reveal the health attributes of pistachios and industry growth confirms they are a popular choice as more Americans are choosing nutritional snacks.”

American Pistachio Growers view the Michelob ULTRA and pistachios partnership as a natural collaboration. The Michelob ULTRA beer line has long been associated with numerous athletic contests including running and cycling events, PGA Tour golf tournaments and ATP Tennis. American Pistachio Growers have teamed with several high-profile athletes including British pro cyclist Mark Cavendish, professional big mountain snowboarder and adventurer Jeremy Jones, pro sports team nutrition managers and is the “Official Snack” of USA Water Polo’s Men’s and Women’s Teams.

Details of the instant coupons and rebates on a state-by-state basis can be found on the American Pistachio Growers website AmericanPistachios.org.