Marketing in Action Case Real Choices at Blue Diamond Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After a price spike for almonds earlier in this decade, a market correction has occurred, prices have fallen, and demand has risen. Mark Jansen, Blue Diamond Growers President and CEO, says "I think almonds are more appropri- ately valued from a price standpoint, and I think we're in a place where we can get back to encouraging and growing fundamen- tal consumer demand for almonds around the world." Much of that growth will likely be through product development. The California Almond Grower's Exchange began in 1910, and today it represents the world's largest tree nut processing companies, serving more than 3,500 growers. The cooperative produces over 80 percent of the world's almond supply. The cooperative offers almonds in a range of forms and markets its products through the Blue Diamond Growers, which is dedi- cated to discovering and building customers by establishing new products, finding new uses, and creating new opportunities. Core brands include Blue Diamond roasted almonds, Almond Breeze almond milk, and Nut Thins nut and rice cracker snacks. The original product, snack almonds, already comes in many tasty varieties but that doesn't stop Blue Diamond from seeking out new ways to grow the brand. The latest family of flavors is branded "Bold," with tastes described as "bold, brash and daring enough to stand out in any crowd." Example flavors include Sriracha, Jalapeno Smokehouse, Wasabi & Soy Sauce, and Habanero BBQ. Because of growing consumer desire for lower fat and more nutritious alternatives, milk drinkers have been seeking al- ternatives to dairy. Almond Breeze Almondmilk is low in calories and saturated fat, and is a good source of calcium and vitamin E. These benefits are one of the reasons why USA Volleyball adopted the product as its Official almond milk for the 2016 Summer Olympic Games. Almond Breeze was available for the USA Volleyball team members, coaches, trainers, chefs, and nu- tritionists as a good alternative to dairy beverages. Nut Thins are a crunchy cracker made with rice and nuts. The snacks are baked, not fried, and contain no genetically modified organisms (GMOS), gluten, artificial ingredients, or trans fats. They are promoted as ideal for snacking or as a tasty appetizer. Examples of flavors include Smokehouse, Pepper Jack Cheese, Cheddar Cheese, and Hint of Sea Salt. A recent growth approach for Blue Diamond is a line of honey-flavored products. The new theme is applied across its Snack Almonds, Nut Thins, and Almond Breeze brands (exam- ples: Honey Dijon Almonds, Honey Almond Milk). Al Greenlee, Director of Marketing at Blue Diamond Growers, asserts, "Honey is growing in popularity as a great natural alternative to sugar." Clearly Blue Diamond is using products and branding suc- cessfully to spark new growth opportunities. The question is, how do they keep up the momentum? You Make the Call 9-35. What is the decision facing Blue Diamond? 9-36. What factors are important in understanding this deci- sion situation? 9-37. What are the alternatives? 9-38. What decision(s) do you recommend? 9-39. What are some ways to implement your recommen- dation? Based an: Am-late ns, "Anand industry 201S Pvien aing Pradicelanary 27, 201, heww.goingaduce onhstamons-indsty016-pm casad May 10, 20e Man Andanan. "Ea Dumend Gos Sicy with Sacha-Fluond Anonda Saanato as u 8, 201s wpunnhacunemohewa0aMdunone go ityaihaacha-luondtini ccd May 10, 201a; "Our Poducs Ba anond nonds, tepswubadamond onind ad sed y 10, 201e

Marketing in Action Case Real Choices at Blue Diamond Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After a price spike for almonds earlier in this decade, a market correction has occurred, prices have fallen, and demand has risen. Mark Jansen, Blue Diamond Growers President and CEO, says "I think almonds are more appropri- ately valued from a price standpoint, and I think we're in a place where we can get back to encouraging and growing fundamen- tal consumer demand for almonds around the world." Much of that growth will likely be through product development. The California Almond Grower's Exchange began in 1910, and today it represents the world's largest tree nut processing companies, serving more than 3,500 growers. The cooperative produces over 80 percent of the world's almond supply. The cooperative offers almonds in a range of forms and markets its products through the Blue Diamond Growers, which is dedi- cated to discovering and building customers by establishing new products, finding new uses, and creating new opportunities. Core brands include Blue Diamond roasted almonds, Almond Breeze almond milk, and Nut Thins nut and rice cracker snacks. The original product, snack almonds, already comes in many tasty varieties but that doesn't stop Blue Diamond from seeking out new ways to grow the brand. The latest family of flavors is branded "Bold," with tastes described as "bold, brash and daring enough to stand out in any crowd." Example flavors include Sriracha, Jalapeno Smokehouse, Wasabi & Soy Sauce, and Habanero BBQ. Because of growing consumer desire for lower fat and more nutritious alternatives, milk drinkers have been seeking al- ternatives to dairy. Almond Breeze Almondmilk is low in calories and saturated fat, and is a good source of calcium and vitamin E. These benefits are one of the reasons why USA Volleyball adopted the product as its Official almond milk for the 2016 Summer Olympic Games. Almond Breeze was available for the USA Volleyball team members, coaches, trainers, chefs, and nu- tritionists as a good alternative to dairy beverages. Nut Thins are a crunchy cracker made with rice and nuts. The snacks are baked, not fried, and contain no genetically modified organisms (GMOS), gluten, artificial ingredients, or trans fats. They are promoted as ideal for snacking or as a tasty appetizer. Examples of flavors include Smokehouse, Pepper Jack Cheese, Cheddar Cheese, and Hint of Sea Salt. A recent growth approach for Blue Diamond is a line of honey-flavored products. The new theme is applied across its Snack Almonds, Nut Thins, and Almond Breeze brands (exam- ples: Honey Dijon Almonds, Honey Almond Milk). Al Greenlee, Director of Marketing at Blue Diamond Growers, asserts, "Honey is growing in popularity as a great natural alternative to sugar." Clearly Blue Diamond is using products and branding suc- cessfully to spark new growth opportunities. The question is, how do they keep up the momentum? You Make the Call 9-35. What is the decision facing Blue Diamond? 9-36. What factors are important in understanding this deci- sion situation? 9-37. What are the alternatives? 9-38. What decision(s) do you recommend? 9-39. What are some ways to implement your recommen- dation? Based an: Am-late ns, "Anand industry 201S Pvien aing Pradicelanary 27, 201, heww.goingaduce onhstamons-indsty016-pm casad May 10, 20e Man Andanan. "Ea Dumend Gos Sicy with Sacha-Fluond Anonda Saanato as u 8, 201s wpunnhacunemohewa0aMdunone go ityaihaacha-luondtini ccd May 10, 201a; "Our Poducs Ba anond nonds, tepswubadamond onind ad sed y 10, 201e

FINANCIAL ACCOUNTING

10th Edition

ISBN:9781259964947

Author:Libby

Publisher:Libby

Chapter1: Financial Statements And Business Decisions

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Transcribed Image Text:Marketing in Action Case Real Choices at Blue Diamond Do you know how many different ways there are to enjoy an almond? According to agricultural cooperative Blue Diamond Growers, quite a few! After a price spike for almonds earlier in this decade, a market correction has occurred, prices have fallen, and demand has risen. Mark Jansen, Blue Diamond Growers President and CEO, says "I think almonds are more appropri- ately valued from a price standpoint, and I think we're in a place where we can get back to encouraging and growing fundamen- tal consumer demand for almonds around the world." Much of that growth will likely be through product development. The California Almond Grower's Exchange began in 1910, and today it represents the world's largest tree nut processing companies, serving more than 3,500 growers. The cooperative produces over 80 percent of the world's almond supply. The cooperative offers almonds in a range of forms and markets its products through the Blue Diamond Growers, which is dedi- cated to discovering and building customers by establishing new products, finding new uses, and creating new opportunities. Core brands include Blue Diamond roasted almonds, Almond Breeze almond milk, and Nut Thins nut and rice cracker snacks. The original product, snack almonds, already comes in many tasty varieties but that doesn't stop Blue Diamond from seeking out new ways to grow the brand. The latest family of flavors is branded "Bold," with tastes described as "bold, brash and daring enough to stand out in any crowd." Example flavors include Sriracha, Jalapeno Smokehouse, Wasabi & Soy Sauce, and Habanero BBQ. Because of growing consumer desire for lower fat and more nutritious alternatives, milk drinkers have been seeking al- ternatives to dairy. Almond Breeze Almondmilk is low in calories and saturated fat, and is a good source of calcium and vitamin E. These benefits are one of the reasons why USA Volleyball adopted the product as its Official almond milk for the 2016 Summer Olympic Games. Almond Breeze was available for the USA Volleyball team members, coaches, trainers, chefs, and nu- tritionists as a good alternative to dairy beverages. Nut Thins are a crunchy cracker made with rice and nuts. The snacks are baked, not fried, and contain no genetically modified organisms (GMOS), gluten, artificial ingredients, or trans fats. They are promoted as ideal for snacking or as a tasty appetizer. Examples of flavors include Smokehouse, Pepper Jack Cheese, Cheddar Cheese, and Hint of Sea Salt. A recent growth approach for Blue Diamond is a line of honey-flavored products. The new theme is applied across its Snack Almonds, Nut Thins, and Almond Breeze brands (exam- ples: Honey Dijon Almonds, Honey Almond Milk). Al Greenlee, Director of Marketing at Blue Diamond Growers, asserts, "Honey is growing in popularity as a great natural alternative to sugar." Clearly Blue Diamond is using products and branding suc- cessfully to spark new growth opportunities. The question is, how do they keep up the momentum? You Make the Call 9-35. What is the decision facing Blue Diamond? 9-36. What factors are important in understanding this deci- sion situation? 9-37. What are the alternatives? 9-38. What decision(s) do you recommend? 9-39. What are some ways to implement your recommen- dation? Based an: Am-late ns, "Anand industry 201S Pvien aing Pradicelanary 27, 201, heww.goingaduce onhstamons-indsty016-pm casad May 10, 20e Man Andanan. "Ea Dumend Gos Sicy with Sacha-Fluond Anonda Saanato as u 8, 201s wpunnhacunemohewa0aMdunone go ityaihaacha-luondtini ccd May 10, 201a; "Our Poducs Ba anond nonds, tepswubadamond onind ad sed y 10, 201e

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