A 1993 study published in the prestigious New England Journal of Medicine concluded that walnuts could reduce cholesterol and thus cut the risk of heart disease. At the same time, walnuts were generally perceived by consumers and food media to be high in fat and not a heart-healthy food.
The strategy was to leverage that breakthrough study and a decade of clinical trials to build credibility and awareness of the role of walnuts in a healthy diet. Using every conceivable publicity device, along with PSAs, trade shows and direct mail, we stayed tightly focused on health messages to assure our science had “long legs”.
We have succeeded in differentiating “good fat” from “bad fat” and won over initially skeptical editors. Walnuts routinely are being included in books and articles geared to ‘preventative’ nutrition. Negative perception by consumers about walnut fat content decreased from 76 percent to 17 percent. This is a remarkable accomplishment considering that, since the California Walnut Board cannot advertise, PR was the primary marketing tool.
The U.S Food and Drug Administration allowed walnuts a qualified health claim for heart-healthy properties.
