If scientists say eating almonds helps your muscles recover faster after a workout, weekend warriors will likely do so, especially if coaches tell them to do so.
That’s the idea behind an upcoming nationwide marketing campaign aimed at filling the glut of Kern County’s fourth most profitable crop.
To disseminate information about new nutrition research from North Carolina, the California Almond Commission hired University of Colorado Boulder football coach Deion Sanders, the only person to have played in both the Super Bowl and the World Series. .
Focusing on the theme of “Own Your Prime,” the series of commercials will kick off Saturday’s nationally televised college football game. Wearing shades and surrounded by indulgent almonds, Sanders will spread the message that nuts are a unique and beneficial snack for those who exercise.
This isn’t the first time the commission has used a sports figure to promote almonds. The last hire was three-time Olympic gold medalist volleyball star Kelly Walsh Jennings. The difference is that Sanders’ campaign doesn’t target women as shopping leaders, but demographics from a recent nutrition survey: people between the ages of 30 and 65 who want to exercise more. It’s what you’re targeting.
“This is really a holistic effort to reach a wide range of men and women across the country,” said Richard Waycott, president and CEO of the board.
The group has sent out a range of messages to key export markets to help the industry deal with large carry-over inventories as domestic and even international sales plummet this year. are doing.
India, the largest consumer of California almonds after the United States, will run an ad just in time for this fall’s Cricket World Cup to promote the nut’s energy and restorative benefits to the country’s biggest sport.
In Germany, California’s fourth-largest export market for almonds, an advertising campaign starting this month highlights the age-old role of almonds in the human diet with a Mother Nature-themed commercial.
In a study commissioned by the Almond Commission and led by David C. Niemann of the Human Performance Institute at Appalachian State University, North Carolina Research Campus, consuming 57 grams of almonds per day for four weeks was associated with less exercise. We investigated whether it is useful for fatigue recovery of people who do not. Inflammation, muscle pain and injury during exercise.
Compared to participants who ate cereal bars instead, participants who snacked on nuts were associated with reduced post-exercise fatigue and tension, and improved levels of leg and back strength. . The study found data suggesting that almond consumption has a positive effect on improving mood state, maintaining muscle strength, and reducing muscle damage.
“Our findings conclusively indicate that almonds should be added to sports nutrition strategies to help people recover better from exercise,” said a senior researcher at the Performance Lab. Niemann said in a statement.
“Almonds are a food for fitness. Carbohydrates are the most popular source of energy for exercise, but almonds contain high-quality unsaturated fats, the antioxidant vitamin E, proanthocyanidins (a type of polyphenol, is a protective compound in plants), which helps explain the beneficial results of our study.”
Or, as “Coach Prime” Sanders said in a news release, “You can’t reach your best if you don’t try every day!” need,” he said.
“The key is consistency. I’m partnering with California Almonds to share how they help keep me looking my best,” he said. “Don’t stop, baby!”
Melinda Goodman, president of Wisconsin-based Full Tilt Marketing, said while she wasn’t involved with the almond campaign, Americans live in a lifestyle-based culture that they call a “fountain of youth.” , usually in a simpler way, even in pills… so why not a better solution?” than health foods like almonds. “
In an e-mail, Goodman said he enjoys even watercress, often persuading colleagues and influencers via social media to “provide us with new diets, new supplements, new exercise.” “It’s a common way to find out about trends and even top foods.”
“Deion Sanders, no joke, represents someone in his prime who has reinvented himself and continues to have a successful career and life despite his own health issues.”
“Fifty is not old anymore,” she added. “By modern standards, being 60 or 70 is not considered old because we strive to stay young longer. Generation X and baby boomers lead more active lives. and are looking for both inspiration and tools to live a long, healthy life and continue the lifestyles and hobbies they enjoy.”
Almond Commission’s Waycott said the campaign will run for nine months and follows on from previous work the commission has done with so-called influencers in the U.S. and abroad in the fields of culinary arts, lifestyle and exercise. said to be a thing.
“ABC is using all the money we have and all the creative ideas we have to try and push demand to the max,” Waycott said, adding that at the same time as demand slowed, farming costs skyrocketed. added that it is on the rise.
“We are serious about getting things right here and getting the industry to where it needs to be from a profitability standpoint,” he said.