Nut and dried fruit suppliers and trade associations are launching memorable marketing campaigns designed to appeal to millennial and Gen Z shoppers who are strong snackers.

With the aim of increasing walnut consumption this holiday season, the California Walnut Board and Commission have launched a direct-to-consumer marketing campaign highlighting the role walnuts play in festivities.

A few decades back, stopping at a Stuckey’s during a holiday road trip wasn’t uncommon. Today the company is eyeing a business comeback by focusing on its farming roots and leveraging quality Georgia pecans.

The reduction is due to orchards facing drought conditions and extreme weather, according to a recent report.

Almond crop production has kicked off this August with improved expectations that a heftier almond will offset the lowest almonds-per-acre-yield since 2009, according to a recent USDA report.

The company says Antonio “Tony” Figueroa will play a pivotal role in elevating its risk management culture, with his extensive background in regulatory compliance and loss control and prevention.