Retail Merchandiser - March/April 2018 - 42

JCK Las Vegas

DIAMOND OF CALIFORNIA

'Made for Homemade'
Diamond of California embraces its history while undergoing a brand redesign and
developing a new line to meet ever-changing market demands. BY JANICE HOPPE-SPIERS

"Diamond of California has worked with walnut
growers since 1912, making the company one of the
earliest pioneers of the farm-to-table movement,"
he adds. "And while nut farming may have changed
a bit in the past century, our commitment to our
growers - and their commitment to cultivating the
highest-quality nuts - hasn't."
Walnut growers harvest their orchards in the fall
and transport the nuts to a cleaning facility where
husks are removed and nuts are air-dried to protect freshness. From there, the high-quality nuts are
transported to Diamond's facility where they are
received for either in-shell or shelled uses, and are
packaged before heading to grocery store shelves.
"We believe that nuts make good food even better," Ford says. "That's why we have offered fresh,
high-quality and great-tasting nuts that are truly
'Made For Homemade' for over 100 years."

'Made For Homemade'
Diamond of California's new line of heritage
nut varieties includes walnuts, pecans and
marcona almonds.

D
Gary Ford, CEO
www.diamondnuts.com
Stockton, Calif.

42

iamond of California's mission since 1912,
when it was started by a group of walnut
farmers, has been to bring the bounty from
the state's Central Valley farms to America's tables. "Diamond of California is a 106-year-old
brand with a rich history in California agriculture,
a lasting presence in the kitchens of families across
America and a continued promise to deliver only
the highest in quality," CEO Gary Ford says. "Our
success is attributed to paying homage to this century-old legacy in everything we do."
Diamond of California packages fresh walnuts,
almonds, pecans and other culinary nuts in whole,
sliced, diced and chopped forms. All of its walnut and
almond orchards lie up and down the state of California, including near its headquarters in Stockton,
which Ford describes as the heartland of the state.

RETAIL-MERCHANDISER.COM

Volume 58, Issue 2

Diamond of California has a core group of consumers who have grown up with the brand. "I
think our biggest challenge as a company is continuing to align with this consumer while also
finding ways to update ourselves in rapidly changing times," Ford says. "That is why we decided to
do a major brand redesign with our new bold red
packaging just last fall."
The new design is an example of how Diamond
of California pays homage to its legacy while embracing an updated aesthetic, Ford says. "While very
different than our previous design, the rebrand still
showcases our pride in the roots of our brand with
details like profiles on our farmer partners and our
own classic recipes," he adds.
Diamond of California's "Made For Homemade"
tagline is the inspiration for the new packaging design. With each area that is highlighted on the back
of every bag, the brand presents its product as the
ideal ingredient for home-cooked meals. The new
packaging includes the company's mission of delivering quality ingredients, a classic recipe listed for


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
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