To move additional retail volume, the CWC conducted retail campaigns in several key export markets during the first part of 2016. In Japan, the CWC communicated the health benefits of walnuts in addition to generating consumer awareness at the point of sale through a consumer sweepstakes campaign. A total of 14 major re-baggers and a wholesale bakery plus several individual bakeries participated including Andersen bakery, a major retail bakery chain which featured customized POS materials at its 77 outlets nationwide. The campaign boosted sales of walnut breads 150% over the previous year and drove volume in the market, contributing to a 3% rise in national supermarket sales.
The “2016 California Walnut Sales King” contest was held in March and April with Korea’s leading grocery chains, E Mart and Kim’s Club. The 37 Kim’s Club stores achieved an increase in sales of about 1,200% compared to a month earlier, and a 420% increase compared to a year earlier, recording 34 metric tons of sales during a one month period. E Mart’s 141 outlets showed a 92.5% sales increase compared to a month earlier, a 140% increase compared to a year earlier. As a whole the contest campaign resulted in an incremental 135 MT moving through the market, nearly doubling the prior year’s contests.
In India, the CWC has partnered with Wal-Mart on a six month campaign to showcase California walnuts in endcap bins which featured CWC signage in 21 stores across the country. The promotional endcaps have been placed in prominent locations in stores such as near the check-out counter or at the end of the category aisle. This campaign has created increased consumer awareness and led to a 20% increase in sales during its first two months. The campaign runs through August.