2022 Almond Challenges Spur Renewed Strategy, Optimism for Industry

The U.S. almond industry faced one of the most arduous years on record in 2022. Water scarcity, high product carry-in, supply chain challenges and rising interest rates made this year a trying one for producers. However, almonds have increasingly been a popular consumer product, pointing to a reassuring demand future. Albeit inflation can hinder consumer willingness to purchase almond-sourced products. Even so, total almond production decreased this year for the first time in 25 years.

As the industry changes, so must the strategy to continue exploring untapped consumer audiences. Many almond groups dedicated to the promotion of the product have explored unconventional partnerships with groups like March Madness and Marvel Studios. Other marketing campaigns focus on the health benefits of almonds, which appeal most to consumers in India and Asia.

Read more on almond production challenges and marketing strategy here.