Alan Burwell, VP of Marketing and Innovation at Select Harvest USA, explains how the nut company evolved its consumer-facing brand and why it’s poised to resonate with buyers.
Today’s consumers are making principled buying decisions and being careful to review a company’s experience, background and professionalism before purchasing a product. For Select Harvest USA, nut experts since 1982, these intentional buying habits work in the company’s favor as they break into the consumer marketplace.
Alan Burwell, VP of Marketing and Innovation at Select Harvest USA, joins Nut News to discuss the company’s new direct-to-consumer products hitting the market this summer.
As consumers have gradually become more health-conscious, almonds have withstood the rise and fall of food trends thanks to their nutrient-dense profile. High in protein, fiber and healthy fats, almonds are found in some of our favorite products, from almond milk to protein bars.
In fact, consumers have long been eating Select Harvest USA almonds as ingredients in their favorite almond products, Burwell said. When consumers explore this new brand, they will discover that Select Harvest USA is a trustworthy, thought-leading, innovative company that has delivered high-quality nuts for over 30 years.
“We know almonds,” Burwell said, and that niche knowledge is exactly what consumers crave today.
Finding success in the consumer market can be a tough nut to crack, but the almond experts at Select Harvest Almond Snacks are confident they offer the value and excitement modern buyers love.