How PR helped sell more almonds in Mexico

Two years ago, the Almond Board of California, which represents 7,600 almond growers and 99 processors in California, launched an integrated public relations campaign in Mexico to promote almonds as a healthy snack. The campaign included media relations, key opinion leaders and influencer engagement, as well as social media showing the benefits of including almonds in a healthy lifestyle.

The campaign reached 34 million people on Instagram, far ahead of the goal of 13 million. As a result of the campaign, exports of California almonds to Mexico increased by 13%.