Why There’s a New Push To Reframe Walnuts as Produce

Challenging the perception that walnuts are simply a baking nut, California Walnuts is launching its latest campaign to encourage walnut sales by showcasing them as a fresh, nutritious produce item to be enjoyed daily.

The summer campaign, launching in May, is an extension of the “Feel Good” effort introduced in 2025, which positions walnuts as a lifestyle brand. With summer being the peak season for produce sales at retail, the campaign aims to move walnuts beyond the baking aisle and into the fresh produce section. The move also reflects a growing affinity from consumers—including Gen Z and Millennials—who are increasingly turning to simple, natural foods like walnuts to support their wellness‑minded lifestyles.

Digital and social media will encourage consumption through dozens of influencers and creators showcasing how walnuts fit into spring and summer meals, as well as in commercial spots on streaming TV, media articles, digital advertising and sampling at wellness-inspired events. A dedicated website, feelgood.walnuts.org, will be the hub to learn more about how walnuts contribute texture, nutrition and natural energy to summertime meals, wellness, and more.

“Walnuts have always offered incredible nutrition and versatility, but many consumers don’t realize they are a perishable produce item just like the fruits and vegetables we reach for every day,” says Robert Verloop, Executive Director and CEO of the California Walnut Board and Commission. “This campaign is about reframing walnuts from a pantry ingredient to an everyday staple that belongs in the refrigerator with other produce. By demonstrating how effortlessly walnuts can be incorporated into seasonal meals and routines, we’re highlighting walnuts’ full value year-round and how they can support consumers’ lifestyles and make them feel good.”

For more, continue reading at walnuts.org.