Walnut board repositions product for younger generations

Robert Verloop, executive director and CEO of the California Walnut Board and Commission, said during the IFPA Global Produce Show that walnuts have made great strides with younger consumers.

He said on October 16, during the expo, that the board has worked to change the perception of walnuts as a baking ingredient for older consumers to a feel-good snack item and any mealtime ingredient.

Verloop said this season’s crop is projected to be about 1.2 billion pounds, which would be less than last season’s 1.6 billion, and about two-thirds of it is exported.

However, he said there’s more than enough volume for the increasing demand of U.S. consumers aged 20-40, which is the board’s target audience.

This week the walnut board announced partnerships with cooking and wellness content creators to promote holiday sales.

The release said: California Walnuts is serving up fresh cooking inspiration in shoppers’ feeds this holiday season, anchored by a new partnership with Emmy-nominated TV culinary personality, cookbook author, creator of the YouTube series It’s Not Complicated and host of the podcast All on the Table Katie Lee Biegel.

Biegel is officially partnering with California Walnuts on an integrated program designed to reach younger consumers and inspire how California walnuts are an easy addition to elevate the holidays.

The partnership includes social media activations, advertising, custom recipes and more. Biegel joins more than 20 cooking and wellness creators working with California Walnuts this season to inspire walnut purchases through holiday-centric recipes. Each creator will feature California walnuts as the hero ingredient, showcasing their taste, texture, versatility, nutrition and “Feel Good” power through content that reflects the creator’s authentic voice.

During the holidays, consumers are juggling family, work and social plans. They look to people they trust for real, practical ideas, and creators like Biegel have loyal audiences who want meal ideas that feel elevated and are still easy to make. 

“The holidays are all about sharing good food with the people you love, but that doesn’t mean every recipe has to be complicated,” said Biegel. “I’m partnering with California Walnuts to share approachable holiday recipes that feel special while showing just how versatile walnuts can be in the kitchen. Walnuts bring delicious flavor and satisfying crunch to so many dishes, giving home cooks an easy way to make familiar favorites feel a little more festive this season.”

For retailers, the effort is designed to connect inspiration for holiday recipes with purchase decisions. Extensive creator content will introduce shoppers to an array of new ways to use walnuts throughout the season, encouraging them to think beyond one recipe or occasion.

“Shoppers are more likely to purchase walnuts when they have a clear idea of how to use them,” said Robert Verloop, executive director and CEO of the California Walnut Board and Commission. “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.”

California walnuts traditionally see a significant bump in sales from October through early January due to the fall and winter baking season, making it an opportune time for retailers to promote walnuts. While shoppers often turn to walnuts for holiday baking, retailers can drive additional sales with secondary displays in produce, where shoppers are looking for fresh, whole foods to support everyday eating, along with holiday entertaining and cooking.

In fact, consumer research conducted on behalf of the California Walnut Board found more than 80%[1] of shoppers who purchase walnuts buy more when walnuts are displayed in the produce department.

Retailers interested in partnering with California Walnuts to drive walnut sales during this period and all year long can visit walnuts.org/retail.

About the California Walnut Board and Commission

The California Walnut Board (CWB) and California Walnut Commission (CWC) represent more than 3,700 California walnut growers and approximately 70 handlers whose walnuts are sold around the world, with more than 99% of the walnuts grown in the United States being from California. California walnuts, grown primarily in multi-generational family orchards, are known for their quality and nutritional and wellness benefits.

The CWB, established in 1948, supports growers through production, food safety and postharvest research, while also promoting usage of walnuts in the United States through consumer outreach that positions California walnuts as a feel-good food and educational programs to retail, foodservice and food manufacturing audiences. 

The CWC, established in 1987, drives domestic and export market development activities and health research to support sales of California walnuts around the globe.

To explore recipes and learn more about California walnuts, growers, health research and more, visit walnuts.org.

[1] California Walnut Board 2026 Consumer A&U