Do you know how many different ways there are to enjoy an almond? According to the agricultural cooperative Blue Diamond Growers, quite a few! After a price spike for almonds earlier in this decade, a market correction has occurred, prices have fallen, and demand has risen. Mark Jansen, Blue Diamond Growers President and CEO, says "I think almonds are more appropriately valued from a price standpoint, and I think we're in a place where we can go back to encouraging and growing fundamental consumer demand for almonds around the world." Much of that growth will likely be through product development.

The California Almond Growers Exchange began in 1910, and today it represent the world’s largest tree nut processing companies, serving more than 3500 growers. The cooperative produces over 80 percent of the world’s almond supply. The cooperative offers almonds in a range of forms and markets it products through the Blue Diamond Growers, which is dedicated to discovering and building customers by establishing new products, finding new uses, and creating new opportunities. Core brand include Blue Diamond roasted almonds, Almond Breeze almond milk, and Nut Thins and rice cracker snacks.

The original product, snack almonds, already comes in many tasty varieties but that doesn’t stop Blue Diamond from seeking out new ways to grow the brand. The latest family of flavors is branded “Bold”, which tastes described as “bold, brash, and daring enough to stand out in any crowd.” Example flavors include Sriracha, Jalapeno Smokehouse, Wasabi & Soy Sauce, and Habanero BBQ.

Because of growing consumer desire for lower fat and more nutritious alternatives, milk drinkers have been seeking alternatives to dairy. Almond Breeze Almondmilk is low in calories and saturated fat, that is a good source of calcium and vitamin E. These benefits are one of the reasons why USA Volleyball adopted the product as its Official almond milk for the 2016, Summer Olympic Games. Almond Breeze was available for the USA Volleyball team members, coaches, trainers, chiefs, and nutritionists as a good alternative to dairy beverages.

Nut Thins are a crunchy cracker made with rice and nuts. The snacks are baked, not fried, and contain no genetically modified organisms (GMOs), gluten, artificial ingredients, or trans fat. They are promoted as ideal for snacking or as a tasty appetizer. Examples of flavors include Smokehouse, Pepper Jack Cheese, Cheddar Cheese, and Hint of Sea Salt.

A recent growth approach for Blue Diamond is a line of honey flavored products. The new theme is applied across its Snack Almonds, Nut Thins, and Almond Breeze brands (examples: Honey Dijon Almonds, Honey Almond Milk). Al Greenlee, Director of Marketing at Blue Diamond Growers, asserts “Honey is growing in popularity as a great natural alternative to sugar.” Clearly Blue Diamond is using products, and branding successfully to spark new growth opportunities. The question is how do they keep up the momentum?

1. What is the decision facing Blue Diamond?

2. What factors are important in understanding this decision situation?

3. What are the alternatives?

4. What decision(s) do you recommend?

5. What are some ways to implement your recommendation?

Must be answered in paragraph format. Each answer must contain at least one paragraph. At least 3 to 5 sentences for each paragraph.