Episode 96: U.S. Headwinds and Marketing Trends with Laura Morin

In this episode of The Almond Journey Podcast, ABC’s Laura Morin unpacks the significant headwinds facing the U.S. almond market, from declining snack category sales to broader economic pressures reshaping consumer behavior. Morin explains how inflation, shifting priorities and category-wide declines – not just almonds – are challenging domestic demand, and why the path forward will require new strategies to keep almonds relevant and essential. Morin previously joined us on the show last year back in episode 74.

“ Snacks have been growing for such a long time, and then within the last couple years, the entire snack category has been seeing declines. It's a very different phenomenon for what’s been happening in the US and I think it is impacting us.” - Laura Morin

In today’s episode:

1. Hear from ABC’s Laura Morin on current marketing efforts and strategy
2. Explore U.S. market headwinds and how almond marketing must adapt
3. Learn how campaigns are evolving beyond health to broader consumer appeal

The Almond Journey Podcast is brought to you by the Almond Board of California. This show explores how growers, handlers, and other stakeholders are making things work in their operations to drive the almond industry forward. Host Tim Hammerich visits with leaders throughout the Central Valley of California and beyond who are finding innovative ways to improve their operations, connect with their communities, and advance the almond industry.

ABC recognizes the diverse makeup of the California almond industry and values contributions offered by its growers, handlers, and allied industry members. However, the opinions, services and products discussed in existing and future podcast episodes are by no means an endorsement or recommendation from ABC. The Almond Journey podcast is not an appropriate venue to express opinions on national, state, local or industry politics. As a Federal Marketing Order, the Almond Board of California is prohibited from lobbying or advocating on legislative issues, as well as setting field and market prices.