The Almond Board of California (ABC) has received an extra $6 million from the USDA via the Regional Agricultural Promotion Program (RAPP), increasing total RAPP funding to $13 million over five years. This funding aims to enhance promotional activities, conduct new market research, and develop strategies to boost global demand for California almonds.
Julie Adams, vice president of Global, Technical, and Regulatory Affairs at ABC, highlighted the role of these funds in enhancing the industry's global presence. "The first tranche of $7 million has already allowed us to expand our India program and initiate new market assessments," she stated. "This second tranche builds on that work, helping us accelerate our plans and explore ingredient-based demand for California almonds."
The RAPP funds facilitate long-term projects, allowing implementation over three to five years, rather than limiting to a single fiscal year. Adams noted this flexibility benefits the industry. "These funds allow us to broaden our strategic and deliberate approach to global markets," she said. "We're not rushing to spend the money but instead leveraging it for sustained growth."
The initial funding focused on India, the primary export market for California almonds, identified for its growth potential. "We've been able to expand consumer outreach and start exploring regional growth opportunities within India," Adams mentioned. "This groundwork will inform and amplify our efforts as we deploy the second tranche of funding."
RAPP funding extends growers' assessment dollars by supplementing resources for various initiatives, from environmental research to global market development. "Securing external funds like these is critical," Adams explained. "It ensures we can cover our priorities while maximizing the impact of every dollar contributed by our growers."
ABC's strong ties with USDA and effective program management have been key in securing competitive grants like RAPP. "When USDA evaluates applicants, they look for organizations that can deliver results," Adams said. "Our team has consistently shown that we can responsibly manage funds and achieve measurable success in market expansion."
The latest funding underscores ABC's commitment to supporting growers and maintaining California almonds' leadership in the global market. "This is a win for the entire industry," Adams noted. "It's about staying ahead of the curve, innovating, and ensuring California almonds continue to thrive on the global stage."
Source: California Almonds