NOVEMBER | DECEMBER 2016
Almond Facts
11
former
Blue Diamond
leaders. John has
been an instrumental contributor to
marketing strategy on the Almond
Board of California, but most
importantly, in our branded consumer
business, he was the leader who “got
our good going.” John and his North
American Consumer team grew our
Almond Breeze
,
Nut*Thins
and snack
almond businesses to net sales of more
than $700 million. Those of you who
have met John know him as a former
New Yorker with a bigger than life
personality, great sense of humor and
no lack of confidence. It is my honor
to share this “numbers don’t lie”
chart of John and his team’s achievement. We owe John our
appreciation for his extraordinary impact on the growth of
our North American Consumer business.
It is never easy replacing a legend. After an exhaustive search,
I am pleased to introduce your new Global Retail Leader, Raj
Joshi. Most recently, Raj was VP and General Manager for
Kellogg’s Pringles business. He has a strong background in
marketing, product innovation and consumer insights. He also
is that rare ivy league MBA whose personality and values fit our
unique
Blue Diamond
culture. Because he has extensive global
marketing experience in Europe and Asia, under his leadership
we are combining our North American and International Retail
divisions. Please welcome Raj to
Blue Diamond
.
We can all help Raj continue his sales growth. His
biggest challenge is retailers who replace
Blue Diamond
with cheaper products. And while our snack almonds,
Nut*Thins
and
Almond Breeze
sell very well, they are not the
cheapest. We test to ensure
Blue Diamond
has the highest
quality and best taste. When retailers imitate
Blue Diamond
with similar looking products, they are always cheaper
and inferior tasting.
You have the power to influence. In addition to being owners
of the co-op, you are also retail food customers and local
farmers. We need you to become brand champions for
Blue
Diamond
. Retailers respond to consumer requests and to the
community pressure to purchase locally grown. Consumer
protests have gotten our products back on the shelf. Make
sure you speak with the local store managers. No need to say
I sent you, because your voice as consumers, family farmers
and co-op owners is the most influential. Imagine the power
of 3,000 farm families making sure their networks of friends
and neighbors request
Blue Diamond
products. Take on this
challenge and soon, I look forward to sharing that you got
our products back on the shelf.
The power of
Blue Diamond
is in our commitment to partnership.
We are at our strongest as a network of growers, employees
and partners. Together, over the last six years, we have had
an incredible run. We have grown through investments in
new plants, warehouses and marketing. The result has been
increasingly competitive returns. Thank you for the opportunity
to work for a strong values-based company.
My concluding remark is always the same; together, the best
is yet to come!
26 Years of Leadership in
Grower Relations Office
North American Retail Growth
$0
$100
$200
$300
$400
$500
$600
$700
$800
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Net Sales $Millions
aj Joshi, SVP Global Retail
