MODESTO, CA: The Almond Board of California has selected Edelman as its US AOR for industry PR. Edelman's San Francisco office will lead the $1 million annual account, overseeing PR initiatives aimed at the restaurant and food industry. Porter Novelli handles the board's US consumer PR.
Edelman will start working with the board in August, when its fiscal year begins. Ketchum currently handles the account.
"Edelman showed great team expertise," said Lisa Tyndall, marketing communications assistant manager for the board, which represents 6,000-plus almond growers in California.
Nutrition will be a major focus of forthcoming campaigns, said Tyndall, as will almonds' versatility. Initiatives will focus on how almonds can be used in a variety of dishes and how they fit into almost any diet, including low-carb ones.
The board considered more than 15 firms over a three-month review for the account. It also selected Porter Novelli to handle PR in western Europe.