USDA Local Food Promotion Program (LFPP) Grant Project Aims to Build Branding and Market Awareness for Midwest Hybrid Hazelnuts
Recent improvements in hazelnut genetics, harvesting technology, agronomics, and post-harvest processing capacity delivered by the Upper Midwest Hazelnut Development Initiative have made hazelnut production in the Upper Midwest an economically viable option for growers. The timing is perfect as global hazelnut demand exceeds supply and the Midwestern agricultural economy is in dire need of new crops and new opportunities.
A three-year USDA Local Foods Promotion Project (LFPP) was awarded in 2022 , Increasing The Production, Processing, and Sale of Locally-Grown Hazelnuts in the Upper Midwest will provide a set of marketing and branding tools for existing and future hazelnut growers and hazelnut product manufacturers in the Upper Midwest. These tools will lower friction costs to bringing product to market as expansion proceeds.
This web page will be updated regularly to provide interested growers and industry contacts timely information on the progress of the project. Additionally, there will be opportunities for interested stakeholders to participate in surveys, interviews and focus groups. If you are interested in being contacted for future participation opportunities, please sign-up through the contact form at the bottom of the page.
A three-year USDA Local Foods Promotion Project (LFPP) was awarded in 2022 , Increasing The Production, Processing, and Sale of Locally-Grown Hazelnuts in the Upper Midwest will provide a set of marketing and branding tools for existing and future hazelnut growers and hazelnut product manufacturers in the Upper Midwest. These tools will lower friction costs to bringing product to market as expansion proceeds.
This web page will be updated regularly to provide interested growers and industry contacts timely information on the progress of the project. Additionally, there will be opportunities for interested stakeholders to participate in surveys, interviews and focus groups. If you are interested in being contacted for future participation opportunities, please sign-up through the contact form at the bottom of the page.
Project Team
Jason Fischbach
UW-Extension |
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Grant Objectives
- Gain a better understanding of hazelnut consumers and markets in the Upper Midwest.
- Create brand messages and marketing to tell the story of Midwest-grown hazelnuts.
- Better understand food businesses interests and barriers to using hazelnuts as ingredients.
- Develop a comprehensive brand and marketing program as a means to increase sales of Midwest-grown hazelnuts.
December, 2023 Midwest Consumer Survey
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Phase 2 of the LFPP project is proceeding. This report provides the results of an online survey conducted of hazelnut consumers in the Midwest. The survey provides important information as to existing consumer awareness of hazelnut products and hazelnut attributes that are important to consumers. This work is being used to inform the brand development work currently underway for Midwest hazelnuts.
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January, 2023 Midwest Hazelnut Branding and Marketing Recommendations
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Phase One of the LFPP project is complete! The report to the right provides an assessment of the current hazelnut industry in the Upper Midwest, a review of market assessment literature, and a number of recommendations of how to brand, market, and position Midwest-grown hazelnuts during this early phase of the industry. Enjoy!
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March 5, 2022 Hazelnut Conference Branding Session
At the 2022 Upper Midwest Hazelnut Growers Conference we hosted a marketing and branding session to better understand how hazelnut growers themselves think about hazelnuts and what they want their customers to know about hazelnuts. What they said is in the following documents.
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