The California Walnut Board (CWB) and California Walnut Commission (CWC), representing more than 4,600 California walnut growers, selected Nuffer, Smith, Tucker (NST) as its domestic marketing and public relations agency of record, effective January 1, 2025.
In this role, NST will introduce fresh thinking, and consumer marketing and PR strategies for the organization, leveraging more than 50 years of experience serving agriculture and consumer packaged goods (CPG) companies.
The San Diego-based public relations firm will serve as CWB and CWC’s lead consumer agency, overseeing strategy, advertising, media and influencer relations, social media, website management, crisis communications and more for its domestic marketing program. After serving as the facilitator for CWB and CWC’s strategic planning efforts, NST helped drive discussions which called for a new consumer-focused mindset and more aggressive marketing communication strategies. Following a competitive RFP process, NST was chosen as the agency of record for its strategic approach and innovative thinking, aligning with CWB and CWC’s commitment to challenge the status quo and build meaningful connections with consumers.
“In an increasingly cluttered media environment, NST’s creative approach and deep expertise make them the perfect partner to serve as our lead domestic agency,” says Christine Lott, director of integrated communications for the CWB and CWC. “Expect big things from California Walnuts in 2025 as we kick off this new partnership and work together to harness our collective thinking to create a new path forward for the California walnut industry.”
NST brings more than five decades of experience delivering creative, strategy-driven solutions that are redefining PR. The agency’s expertise includes creative campaign development, media and influencer relations, social media management and more. With a proven track record across sectors like agriculture, food, CPG and more, NST partners with organizations like CWB and CWC to drive lasting impact and success.
“It’s an honor to have been on the ground level, as the California walnut industry took aim on a new vision centered on making California walnuts sought after around the globe,” said Teresa Siles, president and partner at NST. “Now, we get to help make that vision a reality in the United States through creative strategies that help California Walnuts stand out and resonate with a whole new set of consumers, while reenergizing existing walnut lovers and communicating the value of these powerful nuts as part of a healthy lifestyle.”
This partnership demonstrates the shared commitment of the CWB, CWC and NST of innovation, collaboration and achieving measurable results.
