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In a move that blends innovation, sustainability and culinary creativity, Oregon’s organic hazelnut growers are rolling out a powerful new campaign to elevate the profile of one of the state’s most prized crops: the organic hazelnut. The campaign, officially launched during the Oregon Organic Hazelnut Collective’s (OOHC) Summer Tour on May 30, introduces a fresh chapter for the state’s agricultural identity, one that is rooted in organic practices, cutting-edge partnerships and consumer education.

At the core of this initiative is OrganicHazelnuts.org, a newly launched online hub that serves as both an educational platform and a storytelling space. With intelligent branding, key partnerships and social media, consumers and wholesale customers can discover what makes Oregon’s organic hazelnuts a standout product, starting with the way they’re grown.

Grown with Purpose: The Organic Difference
Organic hazelnut farming in Oregon is more than just a trend, it’s a commitment to environmental stewardship and food transparency. Growers rely on sustainable farming methods such as soil-enhancing cover crops and integrated pest management (IPM) systems that eliminate the need for synthetic pesticides and fertilizers. These efforts ensure that the soil remains healthy, local ecosystems stay balanced and consumers receive a product free of harmful residues.

This regenerative approach to farming aligns with growing consumer demand for clean-label environmentally friendly food. According to the Organic Trade Association, organic food sales in the U.S. reached nearly $62 billion in 2023, a number that’s expected to climb steadily as shoppers become more informed about how their food is produced.

“Oregon’s organic hazelnut growers are deeply committed to sustainable farming and food transparency,” said Lori Stole, chair of the OOHC advisory committee, who grows hazelnuts with her husband near Sherwood, Ore. “We believe that informed consumers will seek out food that supports both their health and the environment.”

Nutritional Powerhouse Meets Culinary Innovation
Beyond sustainability, the campaign also aims to highlight the nutritional value of hazelnuts. Packed with healthy fats, protein, fiber and antioxidants, hazelnuts have been linked to improved heart health, brain function and weight management. These nutrient-dense nuts are also an excellent source of vitamin E, magnesium and folate, making them a favorite among wellness-conscious consumers.

Recognizing this potential, the OOHC has made it a priority to bring Oregon’s organic hazelnuts into the kitchens of some of the world’s most esteemed chefs. The campaign includes a robust culinary collaboration component, celebrating chefs and food businesses that are integrating organic hazelnuts into innovative recipes, from savory sauces to gourmet desserts.

These creations will be featured on OrganicHazelnuts.org, across OOHC’s social media channels and through targeted press outreach, ensuring that the message reaches both trade professionals and the broader public.

“Oregon is the top hazelnut producer in the United States. By investing in organics, we’re doubling down on quality and integrity. We’re not just growing nuts; we’re growing trust.”
– Lori Stole, grower, Oregon Organic Hazelnut Collective

Star Power in the Kitchen: Partnership with French Master Chefs
Perhaps the most exciting development in the campaign is the OOHC’s exclusive partnership with the Maîtres Cuisiniers de France USA (MCF-USA), a revered organization of French master chefs known for upholding the highest standards of culinary excellence. With members leading kitchens in elite hotels, fine dining restaurants, cruise lines and luxury resorts across North America, the collaboration significantly raises the profile of Oregon’s organic hazelnuts on the world food stage.

“Our chefs are enjoying experimenting with fresh organic hazelnuts from Oregon’s farms,” said Jean-Louis Dumonet, president of MCF-USA. “We’re excited to share new culinary inspiration featuring this incredible nut.”

Through this partnership, the campaign will introduce new uses for hazelnuts in fine dining and hospitality settings. Whether it’s a delicate hazelnut sabayon served with seafood or a rustic tarte aux noisettes made with Oregon grown nuts, the chefs are crafting recipes that emphasize the ingredient’s versatility and unique flavor profile. This is Oregon with a French twist.

Building Awareness from the Ground Up
The campaign’s long-term goal is to reshape consumer perception of hazelnuts, often associated only with chocolate spreads or holiday baking, into a year-round versatile and nutritious staple that is grown in Oregon. To that end, the OOHC is deploying a multi-channel communication strategy that includes:

• Educational videos that explain the differences between conventional and organic hazelnut farming
• Educational videos that explain Chef spotlights and recipe demonstrations
• Sustainability stories from Oregon farming families
• Press campaigns targeting local and domestic media
• Interactive content such as virtual farm tours and live Q&A events with growers

The campaign is funded by a grant from the U.S. Department of Agriculture Organic Market Development Program, a federal initiative designed to expand access and awareness of organic agriculture across the U.S. food supply chain. The USDA support ensures the OOHC can reach consumers not just in Oregon but across national and even international markets.

Why Now?
For Oregon’s organic hazelnut growers, timing is everything. As the climate crisis and global food insecurity prompt consumers to rethink how and where their food is grown, Oregon’s organic hazelnuts offer a solution that checks every box: climate-smart agriculture, traceability, biodiversity and health.

“Oregon is the top hazelnut producer in the United States,” Stole said. “By investing in organics, we’re doubling down on quality and integrity. We’re not just growing nuts; we’re growing trust.”

Ben Larson, owner of My Brother’s Farm in Creswell, Ore., said “Our ultimate goal is to see more of Oregon convert to organic growing practices, and building demand for organics is an important step in that process.”

The campaign also addresses challenges facing the nut industry more broadly, including monoculture risks, pesticide overuse and water scarcity. Oregon’s temperate climate and naturally fertile soils have proven it is ideal for growing premium nuts without the use of synthetic fertilizers, making it a model for other states and crops.

A Nut Worth Knowing
With all eyes on sustainability, the time is ripe for Oregon’s organic hazelnuts to have their moment in the sun. From farm fields in the Willamette Valley to the cooking techniques of elite chefs, this campaign draws a straight line between responsible agriculture and culinary artistry.

The OOHC hopes that raising awareness by demystifying the growing process and showcasing delicious new uses will lead more people to seek out organic hazelnuts, whether at the grocery store, online, the farmers market or the next time they browse a restaurant menu.

In a crowded food landscape dominated by buzzwords, the OOHC’s campaign stands out for its substance and sincerity. It doesn’t just sell a product, it tells a story of people, place and purpose. And in doing so, it invites consumers to become part of that story.

After all, in the words of the campaign’s cheeky slogan, “Ooh Oregon Organic Hazelnuts!” the only thing better than discovering a new superfood is knowing exactly where it came from and how it was grown.

For more information and a behind-the-scenes look at the campaign, visit OrganicHazelnuts.org.