PRESIDENT’S CORNER
6
Almond Facts
JANUARY | FEBRUARY 2017
President’s Corner
Mark Jansen
President and CEO
Protecting Agriculture
and Supporting
Consumer Choice
Almond growers will not soon forget the
challenges of the historic drought and the negative
publicity on the water use of our industry. We
responded by consistently sharing the facts,
like almonds represent 13 percent of California
agricultural acreage and only 9 percent of the
irrigated water use. The almond industry resisted
the easy route of pointing the finger at our friends
in agriculture. Our rationale was that agriculture
has too few allies and divided we surely would
fall to special interests that do not recognize the
challenges and importance of American farmers.
All segments of agriculture are under great pressure to
protect their value across the country. Unfortunately, dairy
processor advertising has turned toward disparaging and
misleading depictions of almond milk. The dairy industry
should know that negative advertising really does nothing
to encourage consumption of your product. Protecting the
value of agriculture in America should be the focus, with
us coming together and supporting one another – even
dairy cows benefit from almonds by eating the nutrient-
rich hulls as feed. Agricultural unity and development play
a significant role in the overall health and survival of our
country and we, as an industry, should be economically
motivated with innovation and collaboration.
Congress also introduced legislation at the behest of the
dairy lobby to limit use of the word “milk” to that which
comes from cows. In a free market society, you cannot
legislate consumers to use your product. At the end of
the day, it’s all about supporting consumer choice and
respecting the preferences and health needs of individuals.
Almond milk has proven to be a satisfying alternative
for people who are looking to avoid lactose, reduce their
intake of animal products or soy, or watch their calorie
intake, for example. Most varieties of almond milk are
fortified with calcium and vitamin D, and many provide
fewer calories than many other dairy or plant-based
milks. As for those looking to watch their sugar intake, the
unsweetened varieties, which are available nationwide,
have zero grams of sugar.
Blue Diamond
has always supported consumer access to all
choices for their food table. We listen to what consumers
are saying and asking for in the marketplace. Each
product carries its own set of benefits and, when the best
almonds make the best almond milk, consumers make
their choices based on quality and personal nutrition.
I believe it is possible to successfully compete in the
marketplace, especially when you invest in innovation,
as
Blue Diamond
has proven with our range of products.
You must do the hard work to understand your consumer,
develop great products and communicate your brand
benefits in relevant and inspiring ways.
Blue Diamond
will continue to incorporate innovation,
collaboration, and understanding into the operations of
the co-op. We have outlined our key objectives for the
year, all of which strengthen the unity of our grower-
owners and consumer access. You can expect us to grow
our brands, delight our customers, build for success, and
win as a team. This is
Blue Diamond
’s Blueprint for Success.
We are excited to see the New Year shaping up to be
a strong one as the markets remain stable. At the close
of 2016, the global almond markets showed growth
across multiple regions and reports showed the U.S.
market continued to rebound. Crop pricing stabilized as
California almond shipments have grown to consume the
larger 2016 crop. The upcoming period of stability is a
good sign for our grower-owners.
On behalf of our team, I wish you a happy, healthy and
successful 2017. The best is yet to come!
