California Walnuts expands “Feel Good” campaign with produce merchandising push
California Walnuts is launching a summer campaign to encourage more walnut sales by promoting walnuts as a fresh produce item rather than only a baking ingredient. The effort includes digital media, streaming TV, events and retail merchandising in produce departments.
Key takeaways
California Walnuts will launch a summer campaign in May.
The campaign is designed to position walnuts as a produce item used every day.
Retail efforts will focus on merchandising walnuts in produce departments.
California Walnuts is launching a summer marketing campaign in May aimed at increasing sales by positioning walnuts as a produce item for everyday use rather than a baking ingredient.
The effort extends the “Feel Good” campaign introduced in 2025 and focuses on moving walnuts into the fresh produce section during the peak summer produce season. Campaign materials are built around the idea that shoppers, including Gen Z and Millennials, are seeking simple, natural foods that fit wellness-focused routines.
The campaign will run across digital and social media, streaming TV, media placements, digital advertising and sampling at wellness-focused events. A dedicated website will serve as the main consumer information hub.
Robert Verloop, executive director and CEO of the California Walnut Board and Commission, said the campaign is intended to reframe walnuts as an everyday staple that belongs in the refrigerator alongside other produce. He said the effort is also meant to show how walnuts can be used in seasonal meals and routines.
Retail activity will center on merchandising walnuts in produce departments, supported by in-store displays, feature ads and shopper marketing. The campaign also emphasizes refrigerated storage as a way to maintain walnut quality.
California Walnut Board and Commission said the organization represents more than 3,700 California walnut growers and about 70 handlers. It said more than 99% of U.S. walnuts are grown in California.
FAQ
Q: When does the campaign launch?
A: The summer campaign launches in May.
Q: What is the goal of the campaign?
A: The goal is to increase walnut sales by repositioning walnuts as a fresh, nutritious produce item for daily use.
Q: Where will retail efforts be focused?
A: Retail efforts will focus on merchandising walnuts in the produce department.
Q: What marketing channels are included?
A: The campaign includes digital and social media, streaming TV, media articles, digital advertising and sampling at wellness-focused events.
Q: What storage message is part of the effort?
A: The campaign reinforces storing walnuts in the refrigerator to preserve quality.
What this means
The campaign reflects an effort to change how walnuts are merchandised and used, especially during the summer produce season.
Photo courtesy of California Walnut Board and Commission.