California Walnuts is executing a strategic effort to shift consumer perception from traditional holiday baking to versatile, everyday usage. Walnuts were traditionally viewed primarily as a seasonal baking ingredient, with sales spikes concentrated between October and early January. However, recent retail data shows that promoting walnuts as fresh produce drives significant momentum outside traditional sales windows.
“Walnuts traditionally have been seen as a baking aisle item, and while that traditional usage is fantastic, we think the health benefits of the walnut far exceed the baking aisle,” says Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “To get the full benefits, we have to promote it like a produce item. That is where the hashtag #WalnutsAreProduceToo started.”
Over 65% of U.S. grocery stores now merchandise walnuts in the produce department during key promotional periods, reflecting a broader effort to frame walnuts as an essential ingredient for everyday health and cooking.
“As we’re promoting, we’re starting to see more and more lift in sales,” Verloop says. “Consumers are making that connection between healthy, good for you, fresh, real food.”
Converting Creator Inspiration into Basket Growth
To connect digital content directly to purchase decisions, California Walnuts launched an integrated marketing campaign anchored by TV culinary personality Katie Lee Biegel. Biegel joins a roster of more than 20 cooking and wellness creators sharing approachable recipes designed to appeal to older millennials and Gen X shoppers — demographics with high purchasing power who rely on trusted online sources for practical meal ideas.
“Shoppers are more likely to purchase walnuts when they have a clear idea of how to use them,” Verloop says. “When trusted influencers show how California walnuts can bring flavor, texture and versatility to holiday meals, they give shoppers practical ideas to put on their shopping lists. For retailers, that creates an opportunity to capture demand with well-placed displays and promotions that make walnuts easy to find and add to the basket.”
The strategy addresses changing grocery habits while maximizing store performance. Internal research from the California Walnut Board indicates that over 80% of walnut buyers purchase more product when displays are placed directly in the produce department. Furthermore, when consumers place walnuts in their grocery carts, the overall market basket value increases by an average of $50, as shoppers frequently purchase them alongside other whole foods and family meal items.
“When walnuts are in the market basket, the market basket is worth an additional $50,” Verloop says. “The reason is that they usually come together at a time when families are coming together, more cooking going on ... there’s just more opportunity for families to get together.”
Health Trends and Competitive Positioning
The push toward produce merchandising aligns with evolving consumer health preferences and the rise of GLP-1 weight-loss medications, which have driven demand for nutrient-dense, fiber-rich and high-protein foods.
“The GLP-1 program is all about satiating or reducing the urge to eat more. Walnuts help with that satiation. So it’s a win-win,” Verloop says. Emerging research also highlights additional health benefits, including reduced risk factors for colorectal cancer, gut health and brain health.
This focus on premium quality and fresh eating also helps differentiate California walnuts in a competitive global market, particularly against volume growth from overseas competitors like China.
“China has been a long-time producer of walnuts ... over the last 10 to 15 years, they’ve increased their acreage,” Verloop says. “It is a different walnut, I’ll be honest. It’s more bitter, inconsistent quality and flavor and taste ... so we’re much more focused on that fresh, enjoyable, eating out of hand experience.”
By emphasizing superior taste, texture and nutritional value through Connected TV ads, retail-tagged advertising and secondary in-store displays, California Walnuts is positioning itself to capture consistent consumer demand throughout the year.
