Calif. Almond Growers Assign PR to Edelman

BOSTON The Almond Board of California has selected Edelman as its lead public relations agency.

The annual budget is expected to be $1 million, according to the client.

“Edelman’s expertise in the food-service industry as well as its integrated approach to marketing will complement the board’s nutrition communications strategy,” said Richard Waycott, president and chief executive officer of the Modesto, Calif.-based client, in a statement.

The independent PR practice won the business following a three-month review involving undisclosed agencies.

“We’re delighted to add such an influential and prestigious organization to our food roster,” said Nicole Russell Didda, general manager of Edelman in San Francisco.

Edelman will begin to represent California’s Almond growers Aug. 1.