FOLSOM, CA - How are those New Year’s resolutions coming along? As we kicked off 2026, shoppers across the country renewed their commitment to health and wellness, with this increased focus on nutrition leading them right to the produce department. As health and wellness continue to be key guiding factors in today’s shopper behaviors, Robert Verloop, Executive Director and Chief Executive Officer of the California Walnut Board and Commission, shared a look at how California walnuts fit into retailers’ growth blueprints.

What current trends are positioning California walnuts for growth at retail?

“When we look at what is driving shoppers’ behavior today, health and wellness are at the very center. Shoppers are embracing a more holistic view on health and wellness, looking for foods to incorporate into their lives that make them feel good, that are satisfying, and not too complicated to incorporate into their daily lives.

Walnuts check all those boxes. Walnuts provide a unique nutrient package—they are the only nut, and one of the few whole foods, that are a rich source of plant-based omega-3 ALA (2.5 grams per ounce). In addition, one serving of walnuts also adds 4 grams of plant protein and 2 grams of fiber to any meal or snack occasion.¹ That same serving contains 18 grams of total fat, including “good fats” (2.5 grams of monounsaturated fat and 13 grams of polyunsaturated fat, including the 2.5 grams of omega3 ALA) and 1.5 grams of saturated fat. Health and nutrition research is now exploring how walnut consumption can impact sleep, gut health, cognitive performance, and weight management—all trending topics with today’s shoppers.

At the same time, shoppers are moving away from ultra-processed foods and increasingly looking for whole, natural, and minimally processed foods—consumption of which is emphasized in the new 2025-2030 Dietary Guidelines for Americans—and California walnuts fit perfectly through this lens. This insight fuels our efforts to position walnuts as produce. Younger shoppers naturally associate the produce department with wellness, freshness, and nutritious options, so merchandising and promoting walnuts there reinforces one of their core strengths as a fresh, natural whole food.

Lastly, we continue to see interest in convenience, and the industry is focused on innovation, including new pack formats such as single-serve and resealable options and pre-portioned mixes, and we expect to see more innovation coming out of the California walnut industry in the years to come.”

How can retailers lean into these trends to capitalize on rising demand?

“As shoppers seek out whole, natural foods, they go straight to the produce section, which provides a huge opportunity for retailers to highlight nutritional benefits near the point of sale.

The California walnut industry has translated decades of health research into shopper messaging that raises awareness of walnuts’ potential benefits, including heart, metabolic, and emerging areas such as cognitive health, and resources are available for retailers. Cross-merchandising is also an important strategy, and one of the best ways to inspire new usage ideas and increase basket size. In fact, research shows that 76 percent of shoppers are more likely to purchase walnuts when displayed alongside fresh produce.²”

How does the industry’s ‘Feel Good’ effort give California walnuts modern relevance to younger demographics?

“First, it breaks from traditional commodity marketing playbooks that rely primarily on the functional benefits of products. Instead, we are positioning California walnuts as a lifestyle brand, brought to life by a fresh, energetic visual identity communicated across the full shopper journey, from discovery to purchase. It’s a repositioning of California walnuts for shoppers who prioritize both nutrition and versatility and are looking to align their shopping habits with their lifestyle.

While not forgetting our existing customers, the messaging also reaches new, younger audiences where they are: on digital and social media, where dozens of influencers are talking about the feel-good power of California walnuts.

Beyond digital, the effort includes experiential marketing with sampling at wellness events nationwide, allowing potential shoppers to taste and experience the convenience and versatility of California walnuts in environments that reflect their values and lifestyles.”

How does this repositioning benefit California walnuts, the produce department, and the supply chain as a whole?

“Repositioning California walnuts as a lifestyle brand and fresh produce item creates value at every level of the supply chain. For the California walnut industry, we’re building affinity with the next generation of walnut shoppers, supporting steadier demand and improved year-round sales. For the retailer and produce department, we’re opening opportunities for cross merchandising, sampling, and seasonal promotions that boost basket size and shopper engagement, while driving category interest and shoppers to seek California walnuts.”

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<sup>1. U.S. Department of Agriculture, Agricultural Research Service. FoodData Central, 2019. Fdc
2. Source: Circana, 52 weeks ending 12-31-2023 vs. Prior Year</sup>