California almonds are making waves in China’s healthy snacking revolution, thanks to a dynamic partnership with Tmall — the country’s largest e-commerce platform. By leveraging the power of key opinion leaders (KOLs) and live-streamed shopping events, the Almond Board of California has driven almond awareness and sales to new heights. But the strategy is evolving, it’s no longer just about selling almonds, but also about inspiring innovation and shaping the future of almond products in China.

With Tmall’s deep data insights, the Almond Board is helping Chinese brands discover new ways to use almonds, from beauty snacks and functional beverages to bakery items and savory treats. The launch of an almond innovation white paper has provided manufacturers with a roadmap for product development, motivating the industry to reimagine almonds as a versatile, premium ingredient. Discover how California almonds are positioned at the heart of China’s next generation of healthy products.

Kabir Tumber joined the Journey to discuss his background in economics and retail, and how that informs him in his current role in supply chain strategy at Blue Diamond Growers. Tumber grew up on a family farm in Yuba City where his family grew peaches, walnuts and prunes. After earning a bachelor’s and master's in economics from UC Davis, he worked as a consultant at the intersection of agriculture, water and economics.

“I think the best transfer of knowledge is amongst the grower community. Hearing from those early adopters of, ‘Hey, this is my experience, and this is why I continue to do it.’ That's what I try to support or help facilitate in my role.” - Kabir Tumber

In Today’s episode:

• Meet Kabir Tumber, the senior manager of membership development and sustainable agriculture at Blue Diamond Growers
• Discover the many macro and micro trends that are taken into account to determine what products are the best fit for grocery shelves and consumers
• Explore the nuance of incorporating sustainability not only into farming practices but into marketing opportunities

The Almond Journey Podcast is brought to you by the Almond Board of California. This show explores how growers, handlers, and other stakeholders are making things work in their operations to drive the almond industry forward. Host Tim Hammerich visits with leaders throughout the Central Valley of California and beyond who are finding innovative ways to improve their operations, connect with their communities, and advance the almond industry.

ABC recognizes the diverse makeup of the California almond industry and values contributions offered by its growers, handlers, and allied industry members. However, the opinions, services and products discussed in existing and future podcast episodes are by no means an endorsement or recommendation from ABC. The Almond Journey podcast is not an appropriate venue to express opinions on national, state, local or industry politics. As a Federal Marketing Order, the Almond Board of California is prohibited from lobbying or advocating on legislative issues, as well as setting field and market prices.

In the October Almond Byte, get the latest global trade updates from ABC’s Global Technical and Regulatory Affairs team. Highlights include Turkey’s removal of retaliatory tariffs on almonds — a potential major win for market growth — plus ongoing trade discussions with India, updates from Washington, and insight into how diversification is strengthening export stability worldwide. You’ll also meet new ABC team member Lindsay Tello, joining as Keith Schneller transitions toward retirement, and get a preview of key global trade sessions planned for The Almond Conference, December 10–12 in Sacramento.