Feb 3, 2023Longtime partner brings expertise to Almond Board
Laura Morin has joined the Almond Board of California (ABC) as its new marketing director for North America and China, further bolstering the ABC Global Market Development team and continuing to drive global demand for California almonds. Morin joins ABC after a 17-year tenure at Sterling-Rice Group (SRG) — a full-service marketing and consulting agency and longtime ABC partner.
“Laura worked on the Almond Board of California account for a large portion of her time at SRG,” said Emily Fleischmann, ABC vice president of global market development. “Throughout her tenure she has touched nearly all of our activities across the globe in one form or another.”
Morin officially worked on ABC programs for 12 years while at SRG and said those relationships are making the transition easier.
“I am already familiar with many ABC staff and industry members from working with them for over a decade,” she said. “I’m excited to jump right in and hope to start making an impact right away.”
As marketing director of North America and China, Morin will be responsible for developing strategies and programs to drive demand for almonds in the two regions. Current ABC marketing professionals Becky Jeffers, North America marketing manager, and China Marketing Consultant Connie Cheung will work with Morin in their respective regions.
Morin — who lives in Colorado with her husband and two daughters — is enthusiastic about joining a team and industry she thinks highly of.
“I’m most excited to join a team of people that are so passionate about what they do, and be part of an industry that is so innovative and sophisticated,” she said.
That innovation is evident when Morin was asked about her favorite way to consume California almonds.
“I literally love almonds in every way,” she said. “But my newest discovery is almond butter banana bread made with almond butter, almond flour and slivered almonds on top. It is an almond trifecta and my new breakfast favorite!”
– Almond Board of California