Walnut Industry Repositions for Growth, Eyes Younger Market
Big Time Farming’s Davin Norene Says It’s Time for Walnuts to Shine
The California walnut industry is undergoing a strategic transformation, and at the forefront is Davin Norene—president and owner of Big Time Farming, and a commissioner on the California Walnut Board. In a recent interview with Nick Papagni, “The Ag Meter,” Norene shared how the industry is pivoting its marketing efforts to boost awareness of walnuts as a daily superfood.
“We’re repositioning walnuts, trying to get everybody to understand that this is a superfood that you need to eat every day,” Norene emphasized.
He explained how, for too long, walnuts have been tucked away on the bottom shelf of the baking aisle, often overlooked or used only in sugary desserts. But times are changing.
The Walnut Board’s new CEO has ushered in a sharper marketing focus—one that aims to highlight the health benefits of walnuts and their role in modern diets. This includes a concerted push toward reaching younger consumers and young families, who are increasingly seeking out foods that support long-term wellness.
“Walnuts are certainly the right commodity at the right time,” Norene said. “For what people are looking for—and what our planet is looking for.”
The Health Edge
Walnuts are unique among nuts:
- 2 grams of fiber per ounce
- A rich source of plant-based Omega-3 fatty acids
- Support for heart health, gut health, and weight management
With higher-than-average volume expected and harvest beginning in September, the industry is poised for a breakout year.
Listen to the Full Interview
Nick Papagni dives deeper with Davin Norene on everything from health messaging to sustainability efforts in California agriculture. Don’t miss the full conversation—available now through AgNet West.
Nick Papagni, “The Ag Meter,” reporting for AgNet West.