Two years ago, the California walnut industry, facing a mature market, escalating costs and increasing global competition, took bold steps to redefine its future with the development of an ambitious strategic plan. Through a robust planning process, growers and handlers made their voices heard and ultimately took aim at an ambitious vision: consumers around the world craving California walnuts.
Since then, the California Walnut Board and Commission have been working alongside industry members to bring this vision to life. While much has been accomplished, much is still yet to be done, and the secret to further progress and driving grower prosperity is in continued collaboration.
At the California Walnut Board and Commission, we need the involvement of growers and handlers of all types and sizes to lend their ideas, critical thinking power and time to advance the industry. As executive director and CEO, I’m committed to creating space for this to happen by fostering a culture of openness, teamwork and transparency. There are lots of ways to get involved. At the top of the list is board service.
Opportunity to Shape the Future
Elected board members serve a critical role in guiding our industry, offering their unique knowledge and expertise, representing the interests of growers and handlers in their regions and providing oversight and governance functions to the California Walnut Board, a federal marketing order, and the California Walnut Commission, a state marketing order.
The election process for the California Walnut Board is already underway, with voting set to begin in mid-April. For the California Walnut Commission, nominations open in May with voting in June. We are looking for individuals who recognize the importance of board functions and are willing to put their “company” hats aside and think and act for the betterment of the industry overall. We are looking for people to not simply rubber stamp the decisions of the CEO or any one individual, but rather to respectfully push themselves, each other and the industry to think big and challenge the status quo in order to advance. This means asking tough questions, engaging in respectful dialogue and not being afraid to move away from activities and practices that are not serving the industry well.
If you are unable to serve as an elected board member, there is still opportunity to get involved by participating as a committee member. The California Walnut Board and Commission work through broad-based committees and working groups, including marketing and market development, production research, health research, issues management and grades and standards. Serving on these committees and working groups is a tremendous opportunity to learn more about the broader industry issues, including challenges and opportunities, and contribute to the development of the next phase for our industry.
For young people, your involvement is especially important; you represent the future of California walnuts. Many of you are members of multigenerational farm families with rich agricultural legacies and you hold the key to carrying this tradition forward. But getting involved isn’t just about continuing a legacy; it’s about bringing fresh ideas, innovation and new perspectives to an evolving industry.
Your perspective is critically important as the California walnut industry adapts to connect with younger consumers, many of whose values, interests and purchasing habits reflect your own. By getting involved now, you can help shape the future direction of an industry that’s part of your family’s story.
Focus Remains on Strategic Prioritie
Elected board members will collaborate with the Board and Commission as we continue to focus on priorities outlined in the strategic plan, including improving quality, global marketing, innovation, health research and production and postharvest research. During the last two years significant accomplishments have been made, using the industry-created strategic plan as the guide.
We’ve continued to develop high-potential markets and expand existing key markets with the support of programs like the USDA’s Regional Agricultural Promotion Program and the Market Access Program. We’ve invested in new product development and consumer-oriented packaging innovations to help meet the evolving preferences of consumers, making walnuts more accessible and appealing. And we’ve continued to serve as a leader in health and nutrition research, supporting projects in brain health, bone health, nutritional benefits of nuts and bioactive properties. These projects add to our body of more than 200 peer-reviewed studies that highlight the health benefits of walnut consumption.
In 2024, the California Walnut Board and Commission’s Sustainability Working Group identified four key areas that make up a Sustainability Index, which will demonstrate the industry’s good work. The efforts outlined in the index will not only showcase the contributions walnut growers make to people and the planet but also pave the way for a more economically viable industry over the long haul, as sustainability and industry resilience go hand in hand.
We’re also set to unveil a new domestic marketing approach this spring, focusing on engaging younger consumers and cultivating the next generation of walnut lovers. This effort, like many others supported by the board and commission, is bold in its approach. The comprehensive strategy will include various channels to reach consumers directly while being supported with work in retail, food service and food manufacturing and ingredient markets that showcase the important role walnuts can play in grocery, in restaurants and in consumer-packaged goods.
As we continue to progress against our strategic plan, there is a sense of optimism and resilience, and we invite the entire California walnut community to join us. While board and committee service is a formal and ongoing way to get involved, it is not the only opportunity for engagement. Come to meetings, reach out to us with your thoughts and engage with us in the ways that best suit you. I am confident that by working together, we can create great things, including growing demand for California walnuts and creating a prosperous future for the industry.
Every two years, the California Walnut Board and California Walnut Commission hold elections for board members to serve on the respective boards. While the timing is similar (March to July), the process is slightly different for the two organizations. For a full explanation of the election process, qualifications and definitions, please contact Suzanne Wuehler at swuehler@walnuts.org.
