Almond Board hires Edelman for $1m account

MODESTO, CA: The Almond Board of California has selected Edelman as its US agency of record for industry PR. Edelman's San Francisco office will lead the $1 million annual account, overseeing PR initiatives aimed at the restaurant and food industries. Porter Novelli handles the board's US consumer PR.

MODESTO, CA: The Almond Board of California has selected Edelman as its US agency of record for industry PR. Edelman's San Francisco office will lead the $1 million annual account, overseeing PR initiatives aimed at the restaurant and food industries. Porter Novelli handles the board's US consumer PR.

Edelman will begin 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. The board represents more than 6,000 almond growers in California. "We really liked their communication style and their focus on nutritional messages." Nutrition will be a major focus on forthcoming campaigns, said Tyndall, as will the versatility of almonds. Campaigns will focus on how almonds can be used in a variety of dishes, and how almonds fit in with almost any diet, including low-carbohydrate diets. The board considered more than 15 agencies over a three-month review for the account. The board also selected Porter Novelli to handle its PR in Western Europe.

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