![Page 1: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/1.jpg)
California Walnut Annual Report 2007/08
Presented to Growers
![Page 2: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/2.jpg)
OVERVIEW
• 07/08 Statistics
• Market Situation – U.S. & Abroad
• Health Research
• Referendum
• Regulatory
![Page 3: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/3.jpg)
U.S. Walnut Production History
100
150
200
250
300
350
400
450
'00 '01 '02 '03 '04 '05 '06 '07 '08
Crop Year
Shor
t Ton
s - T
hous
ands
![Page 4: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/4.jpg)
Total CA Walnut Availability
100150200250300350400450500
'00 '01 '02 '03 '04 '05 '06 '07 '08
Shor
t Ton
s - T
hous
ands
Production Carry-in
![Page 5: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/5.jpg)
Bearing Acreage
100120140160180200220240260
'00 '01 '02 '03 '04 '05 '06 '07 '08
Acr
es (t
hous
and)
Bearing Non-Bearing
* Note Acreage Survey conducted every other year since 2003
Average 5,000 acres every 5 years
![Page 6: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/6.jpg)
Average Revenue/Acre
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
'00 '01 '02 '03 '04 '05 '06 '07
Crop-year
Dol
lars
/acr
eHigher Return with Large Crops
![Page 7: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/7.jpg)
Total US Shipment History
100110120130140150160170180190200
'00 '02 '04 '06Crop Year
Shor
t Ton
s - T
hous
ands
![Page 8: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/8.jpg)
Shelled Export Markets
0
5
10
15
20
25
Japan Germany Spain Korea
Shel
led
Ship
men
ts (m
illio
n lb
s)
2004 2005 2006 2007
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Inshell Markets
0
5
10
15
20
25
30
35
Spain Germany USA Italy
2004 2005 2006 2007
Insh
ell P
ound
s (m
illio
n)
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Market SituationU.S. & Abroad
![Page 11: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/11.jpg)
Trends & Insight
• Foreign Crop Production/World Supply
• Economic Conditions
![Page 12: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/12.jpg)
Foreign Crop Production
100150200250300350400450500550
2004 2005 2006 2007
China USA
Shor
t Ton
s
![Page 13: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/13.jpg)
Foreign Crop Production
1000
21000
41000
61000
81000
101000
2004 2005 2006 2007
Chile France India Turkey
Shor
t Ton
s
![Page 14: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/14.jpg)
Currency
Euro/Dollar Exchange
1.24461.5567
October 27, 2008August 1, 2008
20% Less Buying Power in 8 weeks time
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Currency
Euro/USD Aug –Dec, 2008
![Page 16: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/16.jpg)
Economic Conditions
Global Economic Crisis
–Instability in Currency Markets
–U.S. Recession? Others?
–Consumer Fear
![Page 17: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/17.jpg)
Walnuts Around the World
![Page 18: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/18.jpg)
UNITED STATES
What does the consumer tell us?
–67% believe walnuts are healthy
–Where do they get their health information?• Internet (77%) – Google, WebMD, Yahoo!
• Print (46%) – People, Good Housekeeping, Readers Digest, US Weekly, Cooking Light, Prevention
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UNITED STATES
What does the consumer tell us?–Versatility sets walnuts apart:
• 80% good ingredient for baking
• 63% good as a snack
• 57% good in salads
![Page 20: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/20.jpg)
UNITED STATES
• RealAge Pilot Program
• Cooking Light/My Recipes.com
• RealAge.com
• Oprah.com
• WebMd.com
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UNITED STATES
• Reaching Consumers through opinion leaders
• Focus on Taste, Health & Versatility
• Harvest Event/Spring Online Media Event
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UNITED STATES
Smart Nutrition with California Walnuts– Establish walnuts as “Smart” Choice
![Page 23: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/23.jpg)
UNITED STATES
Health Professional Outreach
• Conferences– Dieticians
– Physicians Assistants
– Diabetes Educators
• Desk side Briefings
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0
5
10
15
20
25
'00 '01 '02 '03 '04 '05 '06 '07
Crop Year
Po
un
ds (
mil
lio
n)
Japan: Shelled Shipments
Japanese Import Statistical Data
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JAPAN
• Targeted Advertising (i.e. Tokyo)
• Sweepstakes/Bakery Campaigns
• 19th New Product Development Competition– 232 Applicants
– 3 products to be launched in coming months
NPDC Grand PrizeWalnuts Crown
![Page 26: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/26.jpg)
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
'00 '01 '02 '03 '04 '05 '06 '07
Crop Year
Po
un
dsKorea: Shelled Shipments
![Page 27: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/27.jpg)
KOREA
Home Shopping
• Were featured on all 5 channels nationally
• Were the #2 selling product
• Airtime decrease of 10-15%
• Walnut sales decreased by approx. 30%
![Page 28: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/28.jpg)
KOREA
• Advertising
• In-store Promotions
• 13th New Product Development Competition
• Product of the Year
![Page 29: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/29.jpg)
KOREA – NEW PRODUCTS
Dunkin Donuts –new
baked donuts & scone
featuring walnuts
![Page 30: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/30.jpg)
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
'00 '01 '02 '03 '04 '05 '06 '07
Crop Year
Po
un
ds
Germany: Shelled Shipments
![Page 31: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/31.jpg)
GERMANY
Consumers– Public Relations
• 941,652,604 Circulation
• AEV of $1.35 million
– Advertising• Fall Inshell Campaign
• Spring/Summer Shelled Campaign
– Point of Sale/In-store• Brochures
• Retailer/Importer Support
![Page 32: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/32.jpg)
GERMANY
Trade Program
• Mailings
• Technical Guidebook
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0
2000000
4000000
6000000
8000000
10000000
12000000
'00 '01 '02 '03 '04 '05 '06 '07
Crop Year
Po
un
ds
Spain: Shelled Shipments
![Page 34: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/34.jpg)
SPAIN
• Public Relations– 889 articles/features in
newspapers, TV, radio & online
– AEV of $2.8 million
• Advertising– Fall Inshell Campaign
• In-store – 500 centers nationally
– El Corte Ingles, Carrefour, Hipercor
![Page 35: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/35.jpg)
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
'00 '01 '02 '03 '04 '05 '06 '07
Crop Year
Po
un
dsCanada: Shelled Shipments
![Page 36: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/36.jpg)
CANADA
• Consumer– Communicating Science
– New Website
• Trade– New Product Development
Competition
– Technical Seminars
– Instore Demos
![Page 37: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/37.jpg)
CANADA - New Products
• Burger King
Cranberry Walnut Salad
• A&P (Canada’s third largest grocery retailer)
Walnut Raisin Rolls
![Page 38: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/38.jpg)
The Focus on Health
Proven health benefits are driving demand for California walnuts
![Page 39: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/39.jpg)
2005
The Best of the Nuts“…the best nuts, those highest in omega-3 fatty acids, are walnuts…” (Dr. Michael Roizen, You: The Owner’s Manual, 2005)
2007
“Walnuts are Heart Candy”(Dr. Mehmet Oz, You Tour, 2007)
Nuts & Fat are Bad!(Newsday, 12/23/90)
1990
2008
“Stock up on Omega-3 from other food sources like walnuts...” (Dr. Sanjay Gupta, CNN Chief Medical Correspondent, 09/08)
The Changing Perception of Walnuts
![Page 40: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/40.jpg)
Walnut Health Research
Recent Publications• Hardman/Marshall University
– Breast Cancer
• Ros /PREDIMED (Spain)– Metabolic Syndrome
• Hartman/Penn State– Prostate Cancer
![Page 41: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/41.jpg)
Walnut Health Research
Accepted Publications• Joseph - Cognitive Function
• Sabate - Fish vs Walnut (omega 3s)
• Tapsell – Satiety & Energy Expenditure
• Sabate - Antioxidant
• Ros – PREDIMED-Adipokines and markers of inflammation
![Page 42: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/42.jpg)
Pending Publications
4 papers under review at
various journals
![Page 43: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/43.jpg)
Walnut Health Research
Studies in progress
16
![Page 44: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/44.jpg)
Walnut Health Research
• Then and now!– 1993 ($125,000)
• Step by step.
• Progression
• Basic Science
• Clinical Trails (18-30 cohort, 6 weeks/months)
– 2008 ($400,000+)• Boutique Science
• Cutting Edge and Beyond
• Clinical Trials (60-200, 6 months/2 years)
• Competition for Publication
![Page 45: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/45.jpg)
Referendum
• The 2008 Referendum Canceled– The bar codes on the envelops were printed
incorrectly by the State printing office.
– Ballots were sent to mail limbo.
– No way to recover
• New Referendum to be scheduled for later this year or Spring 2010
![Page 46: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/46.jpg)
Regulatory
• Section 18 for Manex/Maneb– Early issuance – get out for your supply NOW!
– Shorter supply and competition from row crops!
• UN/ECE– In-shell trial suspended.
– 2002 Standard in effect (we are standing fast)!
• Critical Use Exemption for Methyl Bromide– 75% cut for 2010.
![Page 47: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/47.jpg)
Thank You!
![Page 48: California Walnut Annual Report 2007/08ucanr.edu/sites/Tehama/files/23186.pdfU.S. Walnut Production History 100 150 200 250 300 350 400 450 '00'01 '02'03 '04'05 '06'07 '08 Crop Year](https://reader034.vdocuments.site/reader034/viewer/2022050112/5f4936eb3f05ca2dc222cc1b/html5/thumbnails/48.jpg)
Questions?
California Walnut Commission
101 Parkshore Dr., Ste. 250
Folsom, CA 95630
(916) 932-7070