“Back then, almonds had fat and fats were bad,” he said. “Because of the work for the last 15 years, you’ve been able to read many positive stories about almonds.”
The 2012 marketing year also marked the first time that Blue Diamond has aired television commercials on three continents — North America, Australia and Europe. In each case, the co-op saw significant sales increases of its branded products after the ads ran.
To continue the momentum of the past three years, Jansen said the co-op needs to buffer itself from the cyclic nature of agriculture.
He outlined three major initiatives that include optimizing the supply chain, replacing an antiquated IT system with one from business software provider SAP and adopting efficiency-focused lean manufacturing.
And Jansen wasn’t bashful about his goals for the almond co-op — to grow as a global branded food company with $2 billion in sales and grower returns of 10 cents per pound above the industry average.