Year‑round activities: California walnuts builds visibility and demand

The California Walnut Commission (CWC) is active throughout the year to strengthen demand for California walnuts and support sales across the market. Activities are aimed at retail, industry and consumers alike and are designed to educate, inspire, and drive sales of California walnuts.

Continuous consumer presence

CWC increases visibility for California walnuts through a variety of communication channels. Consumers are addressed year‑round via owned social media channels (Instagram, Facebook, Pinterest and YouTube), influencer collaborations, traditional media relations and digital advertising. These activities are complemented by presence in retail, both in‑store and online.

Certain activities are intentionally timed to seasonal and high‑attention periods, such as the Football World Championship, to ensure strong visibility and logo presence on high‑reach, target‑relevant platforms.

Additional reach via streaming TV

Since this spring, consumer communication has been complemented by streaming TV placements within the ProSiebenSat.1 environment. This allows CWC to reach a strongly food‑affine audience in a usage‑relevant media context and further increase visibility for California Walnuts and their distinctive attributes – fresh taste, a premium growing region, nutritional benefits, and industry-leading food safety standards.

Relevance for retailers and industry

Through these continuous activities, the California Walnut Commission also invests outside of traditional seasonal peaks. A 2025 Martec consumer survey found that only 54% of German consumers purchase walnuts year-round, highlighting a significant opportunity for growth. Retailers, manufacturers, processors and importers benefit from increased attention for the walnut category and a stronger demand base at the point of sale.