Global Joint Status Report May 2009

California Walnut Commission and Walnut Marketing Board

Global Joint Status Report

GERMANY

Fleishman_(Public Relations)______

RECIPE MAILING ORIENTAL RECIPES

Ö FH sent out the oriental recipes with a press release that presents California walnuts as a
versatile option for vegetarian recipes.
Ö The mailing was sent out to 105 long lead media.

CONGRESS PARTICIPATION

Ö Approx. 1.500 dieticians and nutritionists visited this year’s VDD congress.
Ö We again had a strong request for our material: we gave out approx. 300 fat chart sets,
150 press packs, 2.000 walnut sample packs and 6.000 recipe flyers. Especially the new
asparagus and past recipes and the brunch ones went well.
Ö It paid off to explain the functionality of the magnet boards and to individually counsel the
visitors to our booth: 170 sets were directly taken at the booth, and a further 160 were
ordered. This is also due to the fact that the VDD is mainly visited by practitioners, while
the other congresses cater more for scientists.
Ö A further positive notion was that the quality of the visitors was higher than last year. We
established about 40 new contacts that are interested in distributing our materials (Recipe
brochures etc.) and some promising relationships with clinics (mainly specialised in heart
health, diabetes or children).
 Global Joint Status Report May 2009
HEALTH CLAIMS

Ö On Wednesday the 13th of June (hopefully a good omen) our lawyer handed in the
modified health claims to the FSA – the British Food Authority – who will hand them on to
EFSA.

Ö The final dossier contains 4 Article 13.1 Health Claims:

1. Walnuts in the daily diet support a healthy heart
Health relationship: The consumption of walnuts improves endothelial function by
increasing the endothelium dependent vasodilatation (in hypercholesterolemic
subjects) (postprandial)
2. Walnuts support cardiovascular health
Health relationship: Cardiovascular system: Consumption of walnuts helps to control
cholesterol
3. The consumption of walnuts supports the natural vascular functions /keeps the
vessels healthy
Health relationship: The consumption of walnuts improves endothelial function by
increasing the endothelium dependent vasodilatation (in hypercholesterolemic
subjects) (postprandial)
4. Walnuts contain a well-balanced ratio of unsaturated fatty acids which helps
maintaining a healthy heart.
Health relationship: Blood cholesterol: Consumption of walnuts helps to maintain
healthy (favourable, normal) cholesterol level. "

Please all keep your fingers crossed!!!

mk²………._____________________.

Advertising & Promotions:

ƒ Shelled Print Campaign: The shelled campaign continued this month with ten print ads
appearing in women’s and culinary magazines nationwide. All ads feature California walnuts
used as an ingredient in favorite dishes like asparagus and pasta. The motif carries the
headline "Walnuts from California" and gives easy ingredients suggestions, e.g. Pasta +
Walnuts + Basil + Olive Oil = Enjoyment with an aroma kick.

The text at the bottom of each motif refers to the website for California walnut recipe ideas
since the recipes will all be online for downloading. The 1/3 ads feature the known website
www.walnuss.de (walnut.de) while the one page ads introduce the new link
www.kalifornischewalnuss.de (californiawalnut.de). The new link transfers visitors directly to the
established website www.walnuss.de.

ƒ 2009 Inshell Campaign Approval: Ad motifs for the 2009 inshell campaign were presented to
the CWC for approval this month. The motifs feature a California walnut recipe typical for the
fall and holiday months such as pumpkin, salmon and lamb filet. All ads carry the headline
“Walnuts from California” and feature the basic ingredients for the recipe that add up to
“Enjoyment with an aroma kick”.
 Global Joint Status Report May 2009
ƒ Prominent Positioning of Print Ads: This month Germany’s leading culinary magazines
Essen & Trinken für Jeden Tag (circulation: 183.000) featured the CWC print ad “Walnut
Asparagus” in a prominent position in their magazine. The monthly publication is in pocket-
format and is particularly popular with young adults who like to cook. They featured the CWC
ad on their back cover at no extra cost to the CWC.

ƒ Trade Visits and Personal Contacts: mk² conducted personal trade visits with key handlers
and continued telephoning with major importers and retailers to collect positive feedback
regarding the CWC POS material & advertising campaign.

Ongoing Activities:

• Continued distribution of POS Material, including the California Walnut World line of
brochures.
• Trade liaison with importers, distributors, retail buyers and wholesalers.
• Distribution of new California Walnut World brochures with the topics: Asparagus and Pasta

JAPAN

Public Relations
A. Media contact/outreach
„ Electric media (TV, Radio, website)
- “Recipe Blog (recipe web site for bloggers)” (web), there was a discussion of
exposure of walnut such as developing walnut recipes and having a walnut recipe
contest.
- “NHK Education” (web and magazine), there was a discussion about exposures for
“Minnano Kyo-no Ryori” (Today’s Cooking for Everyone) and “Kyo-no Kenko” (Today’s
Your Health) magazine. This article should be focusing on nutrient and healthy points.
Moreover, there was a discussion to put on some comments why it is efficient to add
walnut into one menu, Chinese steamed rice, from the point of health effects for
instance the preventing Metabolic Syndrome, in the issue of September, “Kyo-no
Kenko”.
- “Formulation” (TV), which is a TV research company; there was a discussion of
exposure that walnut health effects such as for Metabolic Syndrome, from the Yakuzen
point of view using walnuts pickled by honey.
- “The exp” (mobile phone web site of KDDI), there was a discussion of exposure of
walnut restaurant fair.
- “Ana CAN” (TV), which is a TV program in the late evening, there was a suggestion of
the corner of this program using Little Mermaid bakery’s breads.
- “Access Publishing” (web), which is a company of making one big pharmaceutical
company’s web magazine, was looking for information of health research. Gave walnut
heath information and introduced Dr. Sano who can talk to walnut health effects.
- “Yomiuri Online” (web), there was a contact of exposure of Little Mermaid bakery
walnut fair.

„ Print media (Magazine, Newspaper)

- “Chef”, which is a magazine for hotels or restaurants, there was a contact of exposure
how to cook walnuts and information of NPDC in November.
- “Tokyo Calendar”, which is a cuisine and restaurant magazine for 40s or 50s people,
 Global Joint Status Report May 2009
there was a discussion of exposure of walnut restaurant fair or campaign
- “Toricot (free magazine in schools and seminars for young women)”, discussing
exposure of walnut giving away in this magazine and announcing AEON’s walnut
bread campaign.

B. News release was sent as follows

・ Release on “Finding walnuts to improve cognitive and motor function”
(sent to 740 consumer and trade press and 1,500 trade)
・ Release on “Bakery campaign in Little Mermaid”
(sent to 420 consumer press)
・ Release on “A new study on walnuts and type-2 diabetes”
(sent to 880 consumer and trade press and 1,500 trade)
・ Release on “Walnut is a diet food in Nikkei Health in the issue of June”
(sent to 1,500 trade)

C. Clipping highlights
・ “Nikkei Health (women’s magazine, in the issue of June), mentions that one of the famous
registered dieticians in Japan, Ms. Yumi Date states that walnut is a diet food and eating
walnuts is an easy way to take in unsaturated fatty acids to lose weight.

・ “Tokyo Sports news paper” (12th of May) says that eating walnuts slows breast cancer
growth.

・ “Nikkei Health Premie” (magazine for 40s and 50s women, the issue of June) says that
eating walnuts reduces the speed of breast cancer growth and shows walnut menu.
 Global Joint Status Report May 2009
D. PR Activities
・ There was a cancellation to attend the academic conference of Japan Diabetes Society
from 22nd of May to 24th of May in Osaka because of swine flu.
・ There was a discussion with Japanese Breast Cancer Society to attend the Annual
Meeting from 3rd of July to 4th of July in Odaiba, Tokyo

Sales Promotions
A. In-store/Tie-in promotions
・ Little Mermaid (Mermaid Bakery Partners, Co., Ltd.) conducted a walnut bread fair at their
450 outlets nationwide from May 1, 2009 through May 31. The number of fair items is six and
they appealed the fair items at stores, using the POS materials (left, below) supported by
CWC and distributing the small leaflet that tells the serving idea of the walnut bread and the
health benefits of walnuts to the shoppers. They uploaded the information of the walnut heath
benefits also on their website (right, below). We did the shooting of an outlet belonging to
Little Mermaid on May, 30.

・ Conducted the in-store sales promotion titled “World Festa American Fair” at in-store bakery
of Aeon, the largest retailer chain in Japan, starting from May 27 through June 2 for a week.
During the fair Aeon conducted in-company sales contest of walnut bread.
・ Had a meeting with Monthabor (Sweet Style, Co., Ltd.), chain retail bakery having 80 outlets
nationwide to discuss the in-company new product development contest and the in-store
sales promotion that will be conducted from August, 2009.

B. NPDC (All Japan California Walnuts Confectionery & Bakery Contest)

・ Have been making arrangements for the place where the final selection and the awarding
ceremony will be conducted on Nov. 14, 2009.
・ Had several meetings with the judges to tell them the detail of the implementation of this
year’s contest.
・ Schedule for announcement ad is fixed. Production of ad was underway.

C. Tech Seminar
・ Had a meeting with the lecturer of confectionery seminar held by Federation of Japan
Confectionery Association to discuss the recipe development and the arrangement of walnuts
as the ingredient for lecture items for coming seminar that is conducted on June 17 in
Fukuoka.
・ Recipe development for photo shooting of textbook was done for baking seminars.
・ There was a discussion about menu and days of seminar for school lunch cooking
employees and nutritionists in the School Lunch meeting.
 Global Joint Status Report May 2009
SOUTH KOREA

Consumer Advertising
Consumer Advertising in 4 national dailies were done.
- Chosun Ilbo ( Health Section ) – 1 insertion (week of May 11)
- Donga Ilbo ( Health Section ) – 1 insertion (week of May 11)
- Joongang Ilbo ( Weekend Section ) – 1 insertion (week of May 11)
- Maeil Economic Daily ( Health Page ) – 1 insertion (week of May 11)

11 consumer magazines where Subway advertising has been started for 2 months period for April
through May, at 4 stations, and Bus advertising has been started for 3 months period for April
through June, on total 10 cars – 2 cars each for #470, #402, #270, #3422, #2222.

Another outdoor advertising in KTX Bullet Train Station in Busan started for 2 months – May and
June.

Public Relations
Total 21 articles were generated in May 2009 – 3 article in national dailies, 8 articles in
internet news site and 10 Articles in consumer & trade magazines.
3 article in national dailies
Daily Economy Walnut can help reduce blood cholesterol
http://health.mk.co.kr/news/article.asp?StdCmd=view&ArticleID=200905130
008
Daily Chosun Let’s Make a Lunch Box!!
– Roasted Walnut & Dried Anchovy
Daily Chosun Super Food
http://news.chosun.com/site/data/html_dir/2009/05/25/2009052501786.html
8 articles in internet news sites
Cookand.Net Walnut and Salmon Comparative Study
http://www.cookand.net/fbbs/bbs_eventnews.asp?board=foodevent&mode
=view&page=95
 Global Joint Status Report May 2009
Patzzi Walnut and Salmon Comparative Study
http://patzzi.joins.com/article_html/37172.html?aid=37172

Patzzi Report about Walnut & Health

http://patzzi.joins.com/article_html/37170.html?aid=37170

Naver Blog Easy Recipe for Singles – Roasted Walnut & Dried Anchovy
http://blog.naver.com/albatross046/140067767748

Nocut News Walnut can make fat component for preventing Xerophthalmia
http://www.cbs.co.kr/Nocut/Show.asp?IDX=1147186

Health Korea Omega-3 Alpha Linolenic Acid of Walnut can help

prevent Dementia
http://www.mdtoday.co.kr/health/news/index.html?cate=16&no=83231

Health Today Take Walnut & Fish to keep young & beautiful appearance
http://www.mdtoday.co.kr/health/news/index.html?cate=16&no=83231

Asia Net Walnut can help developing movement & recognition

http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=104&oid
=001&aid=0002644983
 Global Joint Status Report May 2009
10 articles in consumer & trade magazines

Monthly AB-Road Introducing California Walnut

Monthly Essen Recipe Recommendation – Cereal Cookie

Monthly Essen Anti-aging Food List – Walnut

Monthly Health Chosun Omega-3 of Walnut for Your Smooth Skin

Monthly Style H Walnut Image

Monthly Yeosung Chosun Recipe Recommendation
– Walnut Muffin with Chocolate Chps
Monthly Yeosung Dongah Star Show Host’s Recommendation
– California Walnut Special Pakage

Monthly Yeosung Dongah Recipe Recommendation – Sagebrush & Nut Cookie

Monthly Yeosung Dongah Recipe Recommendation – Walnut Dressing
Monthly Bakery Ingredients for Baking

In-store Promotions

Total 15 promotions for 7 days each;

„ Lotte Mart, Youngdeungpo, April 30 – May 6, 2009
„ Lotte Department Store, Main Store, May 1 – 7, 2009
„ Lotte Department Store, Jamshil, May 1 – 7, 2009
„ Shinsegae Department Store, Main Store, May 4 – 10, 2009
„ Hyundai Department Store, Trade Center, May 4 – 10, 2009
„ Lotte Mart, Guro, May 4 – 10, 2009
„ E-Mart, Yeonsu, May 7 – 13, 2009
 Global Joint Status Report May 2009
„ E-Mart, Bucheon, May 7 – 13, 2009
„ E-Mart, Wangsebri, May 11 – 17, 2009
„ E-Mart, Yangjae, May 14 – 20, 2009
„ Lotte Mart, Euijeongbu, May 14 – 20, 2009
„ Lotte Mart, Hwajeong, May 18 – 24, 2009
„ E-Mart, Guro, May 21 – 27, 2009
„ E-Mart, Wolgye, May 21 – 27, 2009
„ Lotte Mart, Cheoncheon, May 25 – 31, 2009

Bakery Tie-In Promotion

A bakery tie-in promotion with Small Baking Town, a grand prize winner of 2008 New Product
Development Contest, was conducted, featuring the new California walnut products launched.

Technical Seminars with Korea Bakers Association

2 bakery technical seminars for KBA members have been arranged & conducted, in Kwangju on
May 12th and in Busan on May 20th.

INDUSTRY INFORMATION

„ As price of CA walnuts has fallen slightly thanks to the slightly going down exchange rate
and consumers demand has increased steadily, CA walnut imports volume continues to
grow. As result, the selling price in wholesale markets and retail stores also has fallen by
little since February, in larger quantity and most major retails are conducting some kind of
promotion with CA walnuts including sample tasting or price discount or buy-one-get-one-
free.
„ CA walnut sales have been increased sharply in the last 4 months, aided by the KBS
program “Secret of Healthy Human Life, Nut” so many importers tend to reinforce their
shipment continuously.
„ As CA walnut sales have maintained high in the retail market, many in-store promotions for
plain walnuts and 3 dish recipes had been conducted at the major discount stores
including ‘E-Mart’ and ‘Lotte Mart’ and the major department stores such as ‘Lotte
Department Store’ and ‘Hyundai Department Store’. 12 in-store promotions for plain walnut
and 3 in-store promotions for 3 dish recipes have been conducted this month.
„ One of the major discount stores ‘Lotte Mart’ launched ‘Walnut with true heart with CA
walnut’ which is one of the PB products and start selling it through their stores nationwide
recently. Many stores put ‘Walnut with true heart with CA walnut’ on a display shelves
within nut section and sell it in quite large amount. ‘Walnut with true heart’ is packed in
plastic bag with 500 gram. (KRW 9,800/pack)
„ 2 bakery technical seminars to have been arranged and conducted in Busan and Kwangju,
in cooperation with Korea Bakers Association. At Busan, total 5 walnut bakery products
have been demonstrated in front of 38 attendees and at Kwangju, 5 walnut bakery
products have been demonstrated before 32 attendees. Application information on 2009
NPDC has been passed on to the participants, to encourage them to participate in the
2009 NPDC.
„ Total 10 consumer cooking classes have been conducted at Hyundai Department Stores’
3 branches. At each class, 2 walnut menus have been demonstrated by chefs with
explanation on cooking tips for walnut as well as walnut health benefit.
 Global Joint Status Report May 2009
„ 1 tie-in promotion has been arranged, with major food manufacturer Samlip Bizeun. 2008
Product Of The Year winner “Samlip Bizeun”, Rice Cake Chain Company has launched 3
new walnut products (1) glazed walnut (2) 2 kinds of rice cake with walnut dices. Samlip
Bizeun has recently expanded their number of stores to 23 (from 10 stores earlier this
year). 3 new walnut products will be offered as sample tasting in the store, and a handful
of walnuts will be given-away to customers who purchase the new walnut products, for 7
days. For this promotion, CWC will provide give-away CA walnuts sorted & packed in 2
once plastic bag with CWC logo sticker, and POS. (Samlip will contribute demonstrator
and free sample tasting walnut products)
„ Preliminary judging on the 2009 NPDC applicants and their recipes has been conducted in
the last week of May. Total 89 professional bakery chefs who are members of KBA have
applied, and total 45 selected applicants will participate in the final contest on June 17th.
„ 1 bakery promotion has been arranged and conducted. Promotions will include free
sampling of 5 walnut bakery products including 2008 NPDC Grand Winning Bread, in
Bread Category, demonstrators, and POS materials. The promotion Theme is ‘Health &
Delicious Walnut Bakery Festival’ and it offered free sample tasting of 5 walnut products
including 2008 NPDC winning bread to customers, targeting Upper Middle Class
Consumers of age 10-60 in Ilsan area. The promotion was conducted for 7 days between
2009 May 18th ~ 24th, and 1 page flyer on the walnut bakery festival notice with CWC logo
will be produced and distributed to 5,000 households with newspaper, using newspaper
delivery service

CHINA

Trade Outreach

May was another highly active month for CWC given multiple activities and a compressed month
due to the International Labor Day holiday May 1-3, 2009. CWC China continued moving our trade
servicing, market development and research forward in both major Beijing and Shanghai markets.
CWC China participated in The 12th China International Bakery & Confectionery Trade Fair; worked
with the Beijing Western Food Association to hold a Technical Seminar & Culinary Competition
event in Beijing, and planned upcoming CWC Subway Advertisements, Media events and
Technical Seminars in June.

☆ CWC The 12th China International Trade Fair For Bakery & Confectionery on May 12-14

May 12-14, 2009, CWC China participated in the 12th China International Bakery &
Confectionery Trade Fair - the largest bakery sector exhibition in China. A CWC booth
was organized with the display of 8 California Walnut based pastry products for the
Chinese bakery sector including: “California Walnut Squash Bread”, “California Walnut
Quiche”, “California Walnut Pralines”, “Brioche with Stewed California Walnuts & Dried
Fruit”, “California Walnut Cheese Cake”, “California Walnut Green Tea Bread”, “California
Walnut Chips” and “California Walnut Jujube Pieces”. Also, CWC China provided more
than 500 sample bags of California Walnuts: 600 CWC Recipe Books, 600 CWC Trade
Flyers, 300 CWC give-away novelties, and more than 1,000 CWC First Edition Trade
Newsletters to the trade industry visitors. During the 3 days of the show, CWC China met
more than 90 bakery industry professionals, 290 foodservice and food manufacturers’
contacts and 30 traders which allowed for the collection of a large volume of useful
information. Many food manufactures and bakeries expressed interest in California
Walnuts. Post Trade Fair, CWC China plans to distribute CWC Guidebooks and other
information to targeted food manufactures and bakeries.
 Global Joint Status Report May 2009
Event Relations—CWC Activities

☆ CWC Beijing Technical Seminar & Beijing Baking Master’s Show

May 24,, 2009 CWC China partnered with the Beijing Western Food Website Co to hold a
Beijing Food Fashion Event & Beijing Baking Master’s Show. In the morning session, two
pastry chefs from 5 star hotels presented 6 Western-Style pastry products made with
California Walnuts including “California Walnut Chocolate Cake", "California Chocolate
Walnut Cookies", "California Walnut Black Rye Bread", "California Walnut Pie", "California
Walnut Brownies", and "California Walnut Cookies". During the afternoon session, 5
culinary master chefs presented 8 California Walnut based products including "French
Gratined California Walnut Egg Rolls w/Guava Salad", "Tomato stuffed w/California
Walnut Salad", "Pan Fried Venison w/Baked California Walnuts ","Stir Fried Prawn and
California Walnuts and Cheese Mushrooms", "California Walnut Cold Soup w/Baked Crab
Meat Tomato Salad" ,"Whitebait w/California Walnuts"," American Mixed California Walnut
Pie", "Oranges w/California Walnuts“, etc.

More than 300 chefs from a large diversity of bakeries, hotels, restaurants and food
manufacturers participated in this event. CWC China met with more than 100 bakery
industry and 30 foodservice industry professionals; 20 food manufacturers and traders,
etc. During the actual event, CWC China introduced California Walnut Supplier information
as well as CWC gift bags and CWC Trade Newsletters, CWC Recipe Cards, Trade Flyers
and California Walnut Sample packages. The chef who won first prize gave an unsolicited
and excellent testimonial about the quality and versatility of California Walnuts!

Media Relations - Media Coverage for March 2009 CWC China Media Event

☆ Media coverage by "Boss" Magazine (2009 April Issue)

Health and Beauty Proclaim of California Walnut presented California Walnut Nutrition
research information.

☆ Media coverage by “AIR TRAVEL” Magazine (2009 May Issue)

California Walnut Commission and CW Media Event introduction. Also presented
California Walnut Nutrition research information.

☆ Media coverage by “WINE in CHINA” Magazine (2009 May Issue)

California Walnut Commission and CW Media Event introduction. Also presented
California Walnut Nutrition research information.
 Global Joint Status Report May 2009
☆ Media coverage by “GOOD HOUSEKEEPING” Magazine (2009 May Issue)
California Walnut facial mask introduction.

☆ Media coverage by “ECOOK 100” Magazine (2009 April Issue)

This magazine published California walnut recipe and nutrition research information.

SPAIN

Inforpress (Public Relations)_______

• Menus with Heart: we have closed the calendar of press conferences with around 15
spokespersons:
y Barcelona- June, 10th
y Bilbao- June, 16th
y Sevilla- June, 22nd
y Valencia- June, 30th
y Madrid-July, 2nd
 Global Joint Status Report May 2009
We have finished the elaboration of the recipe book with 15 new recipes from very renowned chefs
in Spain and other key contents: a brief summary of the previous editions, the health benefits of
walnuts and the recommendations of the Spanish Heart Foundation to follow a healthy diet. All the
contents and the design have already been approved.

We had a meeting with the Communication Director of the AESAN (Spanish Agency of Food
Security and Nutrition) and they are studying a comprehensive report about the campaign to
decide different ways of collaboration for next year. This edition they are going to be present in the
press conference in Madrid as guests.

We are now working in the organization of the press conferences and media receptions. We are
sending the first announcements and doing the follow up with journalists. We are also going to
send an invitation to our main contacts in the food industry to attend to the press conferences in
their cities.

• Heart Week: we participated in the Heart Week in Madrid (from 27th to 31st of May), an
event organized by the Spanish Heart Foundation to promote health habits to reduce heart
diseases. The goal of our participation is to have direct contact with the consumer. It is an
opportunity to announce next Menus with Heart campaign, to hand out last recipe books of
previous edition and to promote the website.

We were present in the commercial exhibition with a booth of 5x5. Our booth was very well located
in the main entrance of the exhibition. Two hostesses, one of them a professional nutritionist,
attended the visitors and handed out 5,000 recipe books, 5,000 walnuts samples, newsletters,
magnets, etc. CW was also present with six workshops (May, 28th): five workshops for children
(around 125 attendants) and one workshop for adults. We prepared power point presentations
about how to eat healthy trying to answer main doubts about fats and cholesterol and proposing
easy recipes to cook with walnuts.

We sent a press release to the main media in Madrid to announce our participation in the Heart
Week.

• Joseph study: We promoted the new study published in the British Journal of Nutrition. We
got more than 50 online publications in the main media -press agencies (Europa press),
newspapers (AND, La Vanguradia), medical newspapers (Gaceta Médica)- and a radio interview.
We have updated the website with the results of this new study. We have also prepared the press
release to promote Tapsell study.

• Congress of the Spanish Society of Atherosclerosis in Pamplona (Navarra): California

Walnuts sponsored the symposium “Nutrition and Atherosclerosis” celebrated on May, 28th. Dr.
Emili Ros and Dr. Miguel Ángel Rodríguez were the chairpersons. The participants discussed
studies such as Predimed. Around 100 people attended the symposium. We prepared promotional
material of CW and also a summary of the scientific research of last years.

We were present also in the press conference of the presentation of the congress to the media and
we sent a press release to promote the symposium among the media. Thank to the follow up with
journalists we got two interviews with local radios. Dr. Rodriguez, Head of the Public Health and
Prevention Department of Navarra University, answered the interviews to promote the symposium.
 Global Joint Status Report May 2009
CLIPPING HIGHLIGHTS
Dr. Joseph study:

Grey & Trace____________________

Print:

Print advertising commenced in May with placements in the magazines Saber Vivir (Health) and
Cocina Fácil (Cooking). The majority of this phase will run in June in various magazines, Sunday
magazines, and newspapers.

Instore:

Alarms, columns and shopping cart advertisements have started and will run in Caprabo,
Carrefour, Carrefour Express and El Corte Inglés.

Online:

The final online media plan was presented and approved to run June through September. Ads will
run on MSN, food & cooking sites and women’s health sites, and Google.

A special landing page is being developed, www.comonuecesvoysobrado.com, featuring Twiggy,

the world’s only waterskiing squirrel.

The landing page is divided into four sections:

- Discover her secret [video]
- Test/try your health [test-game]
- Eat better with twiggy [recipe-virtual community]
- Live better with twiggy [healthy advices – corporative site]

The video has just been filmed so all the creative can now be completed.
 Global Joint Status Report May 2009

Twiggy

Sample of the concept

CANADA

PUBLIC RELATIONS
• To date: PR activities have resulted in 399 media clips reaching 61,888,529 consumers.
• FCC conducted an e-mail blast to promote two new health studies: the Jim Joseph cognitive
study and the Tapsell type-2 diabetes study. The e-mail was distributed to key English health
media.
• FCC prepared the spring/summer media pitch. The new
slider recipes (California Walnut Sliders with Gorgonzola;
Portobello Mushroom, Goat Cheese and California Walnut
Sliders; Pork, Apple and California Walnut Sliders) were
provided as an exclusive to the Canadian Press. In addition,
two new recipes (Crunchy Walnutty Chicken Strips and
California Walnut Stuffed Beef Tenderloin Filets) along with
the Asian-inspired Lettuce Bowl with Chicken and Walnuts
recipe, used for the Chinese media pitch in late 2008, were
distributed to all food/lifestyle media across Canada.
• The spring dietitians’ newsletter was completed and will be distributed to 2,290 English and
2,350 French registered dietitians in early June.
• Due to popular demand amongst dietitians, 200 copies of the dietitian toolkit were reprinted.
• FCC is developing a summer consumer e-newsletter that will be distributed to both English and
French recipe club members at the beginning of June. It will feature three salad recipes.
 Global Joint Status Report May 2009
• FCC commenced planning the brain food campaign, which will target university students in an
effort to educate this target market about California walnuts’ positive cognitive effects.

TRADE RELATIONS

• The latest trade newsletter was distributed to the trade contact list in May.
• FCC is liaising with various companies, such as Prosperity Foods, Ontario Chapter of the
Baking Association and Amira Foods, to offer technical seminars in Quebec and Ontario.
• Amira Foods, will undertake a major push on walnut sales in mid to late June. The company
will offer ‘buy one, get one free’ packages at Super C, Metro and Sobeys in Quebec.
• FCC met with the Ontario Turkey Board and was advised that Dana Hospitality, a customized
catering service, will promote a walnut turkey salad at 100 locations for the month of July.
FCC is negotiating a possible co-promotion with Dana Hospitality.
• FCC arranged to have five consumer recipes converted to a trade/foodservice format for future
use in trade newsletters and for posting on the trade/foodservice section of the CWC website.
• T&T Supermarket will conduct a demo in June and has agreed to distribute 5,000 walnut recipe
cards (which are in Chinese and English) and display the CWC Chinese posters during this
promotion.
• Foodservice distributor, EZFood4All, will run a national foodservice promotion from June to
September with three new menu items: Turkey Waldorf Salad with Walnuts, Curried
Turkey and Walnut Wrap and Beef Tenderloin and Walnut Salad. CWC will provide promotional
support via weekly e-mail blasts and an advertisement on the distributor’s website.
• Gala Bakery has developed three varieties of walnut baklavas and a walnut strudel. CWC will
help Gala showcase these new products at the Grocery Innovations Show in October.

UNITED STATES

Torme Lauricella (Public Relations)

Taste & Versatility:

Smart Menu Program / Food Media Outreach
American’s enjoy the summertime tradition of dining
outdoors, but many of the traditional picnic and grilling
dishes that are typically enjoyed are less than healthy.
Mollie Katzen created unique “smart” picnic and grilling
side dishes and marinades which were pitched to short
lead food media contacts this month. Pick-up of these
smartened-up recipes included Mollie’s Better Baked
Beans, Sparkling Jellies and Toasted Walnut Creamed
Corn, which were each featured in the Food &
Entertaining section of PhillyBurbs.com. Each of the
three postings generated 44,241 impressions.

Test Kitchen Program

For our long lead magazine test kitchen outreach, we shipped packages to inspire holiday recipe
development and entertaining content. Focusing on the traditional use of walnuts in holiday baking
recipes in the U.S. and around the world, we included recipes from an international perspective.
 Global Joint Status Report May 2009
Utilizing some of the recipes developed by Faye Clack for their own holiday outreach, we sent test
kitchen directors a recipe collection of American Baked Pumpkin Custard, English Plum Pudding,
Italian Panettone and Korean Walnut Tartlets. Our packages also included recipe photos and a
bag of raw walnuts for their own recipe development. In addition, we sent a creative place card
idea to serve as inspiration for using in-shell walnuts as table decoration during holiday
entertaining.

Baking Outreach
Baking trade publications have recently been discussing the growing concern for baked goods –
like many pre-made foods – to provide added nutritional value. Walnuts are a natural fit in baked
goods, allowing us a chance to highlight them as a whole food source of omega-3s in a pitch
targeting this niche. Stories including walnuts have been slated in Baking Management and
Modern Baking magazines for this summer.

Health & Science:

Mother’s Day Heart Health Pitch
Mother’s Day, which fell on May 10 this year, was an opportunity for us to
pitch some of our smart recipes specifically for the heart health benefits.
Mollie’s recipe for Walnut Dusted Oven-Baked Apples & Pears was
selected for this pitch because of its use of walnuts and fresh fruit – and for
its ease of preparation (it’s something husbands and kids can prepare).
This pitch was targeted to online recipe websites, and was picked up by
MyWoodenSpoon.com (5,700 monthly visitors) among others.

Clinical Studies
Dr. Linda Tapsell published an additional study on diabetes which was announced this month by
the University of Wollongong. The findings of this study will be incorporated into the growing body
of research that suggests walnuts are an important part of a diabetic lifestyle; this also provides
fresh news to pitch media who have a specific interest in covering diabetes. We are building a
soft-news pitch package of tips for a healthy diabetic lifestyle (including walnuts) so writers can use
these tools to build a larger story.

Sample Clippings:
On May 15 the game show Jeopardy featured Dr. Mehmet Oz who asked the contestants
questions from his book YOU: Being Beautiful which was co-authored with Dr. Michael Roizen.
For the final question, worth $2000, Dr. Oz showed a plate of salmon and bowl of walnuts, asking
what sort of good fat was found in these foods. (The answer, of course, was omega-3 fatty acids.)

Coverage from the Fish and Walnut study from Loma Linda University continued to be collected in
early May. One story was placed in FoodNavigator.com / NutraIngredients-USA.com which tracks
2,992 impressions.

Capital Press, an agricultural industry newspaper, featured an interview with walnut grower Charles
Crain and also Carol Berg-Sloan, RD, who discussed the body of health research surrounding
walnuts, particularly Loma Linda’s fish and walnuts study. The article included a link to the Loma
Linda study as well as links to the recent Tapsell diabetes study, the Hardman breast cancer study
and the Joseph cognitive study. Capital Press and capitalpress.com generate about 110,000
impressions.
 Global Joint Status Report May 2009
Dr. Hardman was interviewed about her breast cancer study for the highly trafficked Health section
of About.com, generating 2,310,675 impressions. The story went on to discuss the heart health
benefits of eating walnuts and listed their other health benefits as well.

Taber Creative (U.S. Domestic Advertising)

U.S. (DOMESTIC) HEALTH PROFESSIONAL PRINT ADVERTISING:

In May, TCG’s domestic Health Professionals 2009-2010 initial media planning produced some
draft recommendations before focus shifted to developing support materials for the May American
Academy of Physicians Assistants (AAPA) trade show and the summer School Nutrition
Association Conference (ANCE).

TCG accompanied the California Walnuts team for a day at the AAPA show, walnuts’ first venture
in active participation with this increasingly relevant segment of the U.S. healthcare delivery
system. Our message, involvement and materials were
enthusiastically received.

JAAPA.org Banner Ads

In advance of the show, California Walnuts
secured banner ads on the web site for the Academy’s
Journal, which delivered over
51,000 impressions during the month of May.

AAPA Conference Headrests

For the Physicians Assistants who attended the
conference via bus transportation, they were greeted on
the busses by custom California Walnuts headrest covers
including a strong call to action to visit the Walnuts booth.

Nutrient Facts Handout

Also to support tradeshow and conference participation, TCG worked
with Staff to develop a handy “Nutrient Facts Handout,” a very
popular take-away item at AAPA. This fact sheet highlights the
nutrition content of walnuts on the front, with a comparative break
down of other nuts on the reverse side. Thanks to the team at Faye-
Clack in Canada for the striking recipe photo.
 Global Joint Status Report May 2009
Food Professionals Recipe Card Brochure
For the summer ANCE trade show, TCG worked with Staff to develop a
special, accordion-fold recipe card brochure, with six perf-off recipe
cards. These recipes were developed specifically to appeal to the food
service industry and feature photography from Torme Lauricella and
Faye Clack.

Food Professionals Newsletter/Brochure

TCG also worked with Staff to develop a Newsletter style Brochure
aimed at Food Service Professionals for distribution at related
conferences. This piece includes menu suggestions for everything
ranging from breakfast to sauces and desserts. We also featured an
article from Chef Michael Mina on walnuts’ versatility. Thank you to
photographic support from Faye Clack, Torme Lauricella and a variety
of international recipe shots.

This month advertising in print: In May, the “Smart Nutrition with

California Walnuts” full page, full color ad continued to reach our health-
professional audiences in the following publications:

• The Diabetes Educator (May-June–AADE preview issue)

• Journal of Cardiovascular Nursing (May-June issue, back cover position)
• Journal of the American Academy of Physician Assistants (Opposite TOC, page 5)
• American Journal of Lifestyle Medicine (May–June issue, back cover position)

WedMD.com:
California Walnuts banner ads ran throughout the month of May, in addition to featuring two
targeted e-newsletters. By the end of the month over a 1 million impressions will be delivered for
this campaign with over 1 million more slated for June and three more targeted e-newsletters.

California Walnuts Domestic Website Redesign:

TCG continues to work with Staff on the development of the new US web site for California
Walnuts. The final design has been approved, recipe database programming is in progress, as is
content with the CMS system in place. All content is in final review with both Staff and Torme
Lauricella. We are on target for a completion by the end of August 2009.
 Global Joint Status Report May 2009
HEALTH RESEARCH
Submitted by Carol Berg-Sloan
This is CONFIDENTIAL Internal Information Only.

STUDY STUDY TOPICS/TITLE UPDATE

NAME/NICKNAME
PUBLISHED
CARDIOVASCULAR
Hu The Effects of Walnut Published Online May 20, 2009 in the American Journal of
Consumption on Blood Clinical Nutrition
Lipids and Other http://www.ajcn.org/cgi/content/abstract/ajcn.2009.27457v1
Cardiovascular Risk
The study reviews the heart health benefits of walnuts in a
Factors: A Meta analysis
meta-analysis including 13 studies. The analysis estimated the
and Systematic Review effect of walnuts on blood lipids on 365 participants from
several trials. When compared with control diets, diets
supplemented with walnuts resulted in a significantly greater
decrease (10.3 mg/dL) in total cholesterol (TC) and LDL “bad”
cholesterol ( 9.2 mg/dL). In addition, according to the studies
in the analysis, walnuts provided significant benefits for
certain antioxidant capacity and inflammatory markers and
had no adverse effects on body weight.
PREDIMED Ros Plant Serum sterol responses to Published EJCN May 3, 2009
Sterols increasing plant sterol
intake from natural foods
in Mediterranean style
diets. The PREDIMED
Study

ACCEPTED PUBLICATIONS
CARDIOVASCULAR
Ros PREDIMED Effects on adipokines and Accepted for publication in AJCN…no word yet on
circulating markers of publish date
inflammation.
PENDING PUBLICATIONS
CARDIOVASCULAR
Kris-Etherton Stearoyl- Inflammation Have submitted to the Journal of Clinical Lipidology –
CoA desaturase (SCD) NO DRAFT awaiting publish date
Production

PREDIMED Effects on markers of bone Submitted to Bone Journal

synthesis and remodeling.
PREDIMED Parallel 3-month study of Submitted to International Journal of Obesity
control diet vs. diet with 30
g mixed nuts for effects on
adiposity, caloric balance,
food compensation, and
stool fat.
DIABETES
 Global Joint Status Report May 2009
Tapsell The effect of a calorie Submitted to the Journal of the Am College of Nutrition
controlled diet containing A calorie controlled diet including core foods including
walnuts on substrate walnuts may be advantageous in promoting a negative
oxidation during 8 hours in fat balance, at least under acute conditions
a room calorimeter
Katz Diabetes Effects of Walnut Submitted to AJCN
Consumption on
Endothelial Function in
Type 2 Diabetes
HAVE FINAL DRAFT
Mantzoros Walnut consumption Submitted to AJCN
increases satiation but has
no effect on insulin
resistance or the metabolic
profile over a 4 day period
HAVE FINAL DRAFT
WEIGHT
MANAGEMENT
Kranz The Effect of Walnut This paper is under review at the university
Consumption in Body
Weight Changes in a
Sample of Adult Males
ONGOING PROJECTS
CANCER
1 Davis Cancer Does walnut consumption Interpretating results of effects on both plasma markers
have a beneficial effect on and prostate tumor size and planning the final assays
gender related needed to go to manuscript
(prostate/ovarian) cancers?
2 Vanden Heuval/AICR Mechanistic examination of Nutrigenomics (biomarkers, cultures, gene expression)
walnuts in prevention of of walnuts being analyzed
breast cancer
3 Hardman/AICR Walnut consumption Preliminary results show that exposure to this dietary
on prevention of breast or component, walnuts, in moderate amounts does
prostate cancer influence gene expression in the mammary gland of
female mice.
4 Mantzoros/AICR Adiponectin in colon Doing lab analysis now
cancer- an interventional
study

5 Thomson University of A Mediterranean Diet Have 20 subjects out of 100

Arizona Emphasizing Walnuts in
Lactating Women: Effects
on Maternal Estrogen
Concentrations,
Inflammation, Oxidative
Stress and Body Weight
DIABETES
6 Hu Diabetes Diabetes Walnut specific data was pulled in 1998 and 2002- Daily
Cardiovascular consumption of walnuts increased 334% between 1998
Inflammation and 2002. This project is on hold for a couple of years so
they can collect more data.
7 Hu/Lin Shanghai The Effects of Walnuts on 1. Recruitment Meeting
 Global Joint Status Report May 2009
Management of Metabolic In early February, we have organized recruitment
Syndrome meetings in the two campuses of Shanghai University
with the help of the Labor Union and the University
Hospital in Shanghai University. Dr. Zhijie Yu, a MD
and nutrition epidemiologist in our research team gave
a lecture of the walnut study to the potential
participants, providing detailed information regarding
the study background, significance, potential benefit
and study design and also answering all the questions
raised by audiences.
2. Pre-screening of Study Participants
Our research team performed a second health survey for
those who were willing to participate in the Walnut
program. Each participant was required to complete a
screening questionnaire and had waist circumference
measured by well trained staff. Based on the data of
questionnaire and the waist circumferences, eligible
volunteers were then identified according to the
inclusion criteria.
3. Pilot Studies
In pilot studies, we worked together with RD from
Huadong Hospital to design test menus and recipes to
incorporate walnuts into different types of Chinese
snacks. The breads, cookies and snacks were tasted by
volunteers and the comments of the foods ware
collected to make further modifications.
4. Preparation for Intervention Study
We have signed a contract with Huadong Hospital to
hire RDs and backers who will be in charge of preparing
receipts and consulting). The contract with Shanghai
University is being finalized now.
Our intervention study is scheduled starting in the
middle of March. Since it may take about 1-2 months to
obtain all the items for laboratory assays, we have
ordered some of the laboratory supplies and kits used
for the screening and intervention study.
CARDIOVASCULAR
DISEASE
8 Ros Anti-arrhythmic Anti-arrhythmic effect of Study underway. Walnuts (ALA) will reduce the
BWT-4 walnuts in paroxysmal incidence of PAF in a similar way as marine n-3 FA.
atrial fibrillation. BWT-4

9 Kris Etherton Postprandial Effects of Preparing manuscripts now. Consumption of whole

Postprandial Walnut Components walnuts and walnut meat decreases the postprandial
Versus Whole Walnuts on inflammatory response in individuals with elevated
Oxidative Stress, CRP, which may reduce risk for CVD.
Inflammation, Platelet
Function, and Endothelial
Function
COGNITIVE
FUNCTION
10 Joseph Cognitive The Effects of Walnuts on Our current study has revealed that when we treat brain
Age Related Changes in immune cells with walnut extract, the immune cells
 Global Joint Status Report May 2009
Neuroprotection, become less responsive to a stressor. This is important in
Inflammatory Signaling the brain because immune cells become activated and
and Behavior destroy other cells, leading to mental decline during
aging. We have shown that walnut extract prevents the
cell from becoming poisonous to other cells, and it
probably does this by changing the expression of
proteins on the surface of the cell. This function of
walnuts indicates that they could possibly be used to
prevent cell damage in the brain by preventing the
activation of brain immune cells
11 Chauhan Effect of Walnuts in Working on drafts
Transgenic Mice Model of
Alzheimer’s Disease
12 Pribus Effects of Walnuts The recruitment for the Banana Bread study is completed.
Consumption on Cognitive We have 95 participants – 41 males (43%) and 55
Performance in College- females (57%).
aged Population
ANTIOXIDANTS
13 McKay/Blumberg Antioxidant Capacity and Walnuts may help protect existing serum antioxidants
Nutritional Status in Older from oxidizing. Preparing drafts now.
Adults
PREDIMED
1 Effects of PREDIMED diets In draft form
on body weight
2 Effects of PREDIMED diets Adding data to study and will rewrite paper
on mild cognitive
impairment.
3 Effects on insulin resistance Author in charge is Dr. Salas. The draft is finished. He
and metabolic syndrome has sent the paper to Dr. Estruch, the general
components in 1260 coordinator of Predimed for his revision.
participants. One year
results of the PREDIMED
randomized trial
(PREDIMED III)
4 Effects of PREDIMED diets In process
on carotid IMT
5 Effects of PREDIMED diets In progress
on hypertension.
6 Effects of the Just received additional funding to complete this
Mediterranean Diet project
Intervention on the
atherosclerotic burden
measured by imaging
techniques and systemic
biomarkers Modulation by
genetic variability the
PREDIMED study SUB
STUDY: Effects of a 2 year
intervention 3T MRI
monitored carotid plaque
progression and
vulnerability: A
 Global Joint Status Report May 2009
randomized study.