Walnuts have traditionally been a baking aisle staple, but with the holidays approaching, the California Walnut Board and Commission hopes to move walnuts beyond the baking section and into the fresh produce department, where shoppers already look for fresh, whole foods, says Robert Verloop, CEO and executive director.
Fall is historically a big season for walnut sales, so the board is launching fall/holiday promotions in September and October, Verloop says.
Custom retail promotion programs supported by the industry’s Feel Good effort introduced in 2025 will be at the core of the promotional window, which includes commercial spots on streaming TV, media articles, digital advertising and sampling at wellness-inspired events.
The category is showing strong momentum, Verloop says, with walnut multi-outlet dollar sales up 15.6% for the latest 13 weeks as of June 28, according to Circana data.
Early Harvest, Tighter Supply: What to Expect from the New Crop
California walnuts account for more than 99% of U.S. production of English walnuts and approximately half of the world trade, the Walnut Board says. The California walnut industry is made up of more than 3,700 walnut growers and approximately 70 walnut handlers.
California walnut harvest typically occurs from early September through early November. This year, harvest started about a week to 10 days earlier than in previous years, with harvest of some earlier varieties starting the last week of August, Verloop says.
The 2025-26 crop came in at 1.62 billion pounds or 809,000 tons. This year’s forecast appears to indicate a smaller walnut crop than 2025, he says.
About two-thirds of California walnuts are exported to places like the European Union, the Middle East, Japan, South Korea and India.
Based on pre-sales of last year’s crop and the new crop, carry-in will likely be at one of the lowest levels the industry has seen in the past three to five years, Verloop says, “reflecting strengthened consumer demand.”
But growing walnuts can be a challenge these days.
“California walnut growers are facing increasing supply, higher input costs, global competition and evolving buyer expectations,” Verloop says. “Production costs continue to rise, with higher diesel and fertilizer prices placing additional pressure on growers who are already balancing the needs of the current crop with the long-term health and productivity of their orchards.”
Tariffs, import duties and shifting consumer demand also can impact returns, he says.
But Verloop sees “encouraging signs of relief,” especially in the domestic market where he says retail walnut sales increased by 11% in the first two quarters of 2026 thanks to stronger promotions, growing consumer interest in health and nutrition and expanded merchandising and product innovation.
