The California Walnut Board has launched a nationwide communications effort to help draw awareness to cardiovascular disease, the No. 1 cause of death globally, during American Heart Month. The organization says it has planned an integrated approach that spans retail registered dietitian partnerships, digital ads, consumer communications, health professional outreach and influencer partnerships to encourage consumers to choose walnuts throughout February and beyond.
The board said the American Heart Association includes walnuts in its food certification program. Published research that began 30 years ago explores how eating walnuts affects various factors related to heart health such as cholesterol, blood pressure, inflammation and blood vessel function, the board said.
“California walnuts are a delicious addition to any meal — the perfect nutrient-dense food to promote in February during American Heart Month,” said Robert Verloop, CEO and executive director for the California Walnut Commission and Board. “American Heart Month offers a promotional moment that drives walnut sales. In fact, 81% of consumers say the health benefits of walnuts positively impact their purchasing decisions.”
The organization said it will feature nationally recognized registered dietitian Samantha Cassetty in its customer-centered communication. CWB said it will partner with a Coborn’s dietitian team to engage shoppers both in-store and online to inspire walnut purchases and drive sales. The board said it also plans to distribute additional content to provide health professionals with evidence supporting the cardiovascular benefits of walnuts.
The organization said it encourages retailers to highlight walnuts’ heart-healthy benefits to shoppers through displays, digital media and ads and it already has more than 5,800 stores that will participate.
California Walnuts said it also provided retail dietitians with resources and samples to support Heart Month activities.
Related link: Additional resources at Walnuts.org/retail/retail-resources.
