food

Almond Blossom Time: Kind Snacks Focuses On Bee-Friendly, Regenerative Agriculture


Kind Snacks is using virtual reality technology to explain five complicated regenerative-agriculture practices and the positive impact they could have on the farming of almonds—the main ingredient in more than 45 of its products.

Starting today, consumers can use a filter on Snapchat and VR features on a dedicated website—which serves as an educational hub for the new Kind Almond Acres Initiative—to learn how regenerative agriculture is being tested on 500 acres in California, which produces 80% of the world’s almonds.

Kind has committed to sourcing 100% of its almonds from orchards using regenerative agriculture techniques by 2030.

And because without bees that act as pollinators there would be no almonds, the company has also said it will only do business with “bee-friendly” farms by 2025.

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The five regenerative agriculture practices Kind will test with Olam Food Ingredients range from water-saving subsurface irrigation to off-ground harvesting, which involves collecting almonds off trees instead of the ground to reduce soil disturbance.

“We know that learning about regenerative agriculture isn’t always easy, but our Snapchat filter makes learning about the topic as accessible as one click,” Kind CMO Kelly Solomon tells MarketingDaily.

The filter and website VR features enable users to make virtual visits to the KIND Almond Acres Initiative orchards.

As seen in this video, bee-friendly farms are defined as “farms where harmful pesticides for bees are not used,” says Solomon.

“Each year, nearly 48 billion pollinators are required to pollinate the California almond crop. Currently, 51% of Kind’s almond supply is sourced from bee-friendly farmland on a mass balance basis.”

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