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Almond - Search for an Opportunity

alif Almonds Inc.'s marketing director wants its company to enter in the Indian market. He, however, understands that Indian market is culturally, sociallyand economically is different from the American or European markets. He managed to familiarisehimself with the realitiesassociatedwith the almond products and their applications in Indian context. He although has allthe modern capabilities and systems to produce any kind of product that uses almond as the base ingredients. However without many efforts he can enter in the Indian market with oil and almonds. But he not sure what exactly should his approach be. The fruit of the almond is not a true nut, but a drupe, consisting of an outer hull and a hard shell with the seed (nut) inside. Shelling almonds refers to removing the shell to reveal the seed. Almonds are commonly sold shelled, i.e. after the shells are removed, or unshelled, i.e. with the shells srill attached. Blanched almonds are shelled almonds that have been treated with hot water to soften the seed coat, which is then removed to reveal the white embryo.

ORIGIN OF THE NAMES

The word 'almond' comes from Old French almande or alemande, Late Latin amandoLa, derived through a form amingdoLa from the Greek azoiiiiair (cf amygdala), an almond. The al- in English, for the a-used in other languages may be due a confusion with the Arabic article al, the word having first dropped the a- as in the Italian form mandorla; the British pronunciation ah-mond and the modern Catalan ametlla and modern French amande show a form of the word closer to the original. The adjective amygdaLoid (literally 'like an almond') is used to describe objects which are roughly almond-shaped, particularly a shape which is part way between a rectangle and an ellipse. See, for example, the brain structure amygdala, which uses a direct borrowing of the Greek term.

CULTURAL DIFFERENCES
While the almond is often eaten on its own, raw or toasted, it is also a component of various dishes. Along with other nuts, it is often sprinkled over desserts, parricularly sundaes and other ice cream based dishes.Sweetalmonds are used in marzipan, nougat, many pastries(including jesuites),cookies(including French macarons, macaroons), and cakes (including financiers), noghl and other sweets and desserts. They are also used to makealmond butter, a spread similar to peanut butter, popular with peanut allergy sufferers and for its lesssalry taste. The young, developing fruit of the almond tree can be eaten whole ('green almonds') when they are still green and fleshy on the outside and the inner shell has not yet hardened. The fruit is somewhat sour, but is a popular snack in parts of the Middle East, eaten dipped in salt to balance the sour taste. Availableonly from mid April to midJune (northern hemisphere), pickling or brining extends the fruit's shelflife. In Italy, sweet almonds are the base for amarerti (almond macaroons), a common dessert. Traditionally, a low per centage of bitter almonds (10-20 per cent) is added to the ingredients, which gives the cookies their bitter taste (commercially, apricot kernels are used as a substitute for bitter almonds). Almonds are also a common choice as the nuts to include in torrone. In Puglia and Sicily, 'pasta di

Cas e 5 :!.52i:9~_ ... mandorle' chocolate. In Greece, ground blanched almonds are used as the base material in a great variety of desserts, usually called amygdalota. Because of their white colour, most are traditionally and are served at wedding banquets (also in Turkey). In addition, made from almonds in various regions. In Iran, green almonds are dipped in sea salt and eaten as snacks on street markers; they are called Chaqalu badom, In China, almonds are used in a popular dessert where they are mixed with milk and then served hor. In Morocco, milk is served in important almonds in the form of almond paste are the main ingredient ceremonies such as weddings in several desserts, Whole fried almonds are also used in sweet tajines. A drink made from almonds mixed with and can also be ordered in some cafes. In curries. Badam halva is a sweet Pakistan and India, almonds are the base ingredients made from almonds with added coloring. Almond of pasanda-sryle considered "wedding sweets" a soft drink known as soumada is (almond paste) is used to make small soft cakes, often decorated with jam, pistacchio or

flakes are added to many sweets (such as sohan

barfi), and are usually visible sticking to the outer surface. Almonds can be processed into a milk substitute called almond milk; the nut's soft texture, mild

flavour, and light colouring (when skinned) make for an efficient analog to dairy, and a soy-free choice, for lactose intolerant people and vegans. Raw, blanched, and lightly toasted almonds all work well for different production techniques, some of which are very similar to that of soymilk and some of which actually use no heat, resulting in 'raw milk'. The Marcona variety of almond, which is shorter, rounder, sweeter, and more delicate in texture than other varieties, originated in Spain and is becoming popular in North America and other partS of the world. Marcona almonds are traditionally served after being lightly fried in oil, and are also used by Spanish chefs to prepare a dessert called turron, COMPOSITION Historically, almond syrup was an emulsion of sweet and bitter almonds, usually made with barley

syrup (orgeat syrup) or in a syrup of orange-flower water and sugar. The Grocer's Encyclopedia (1911) notes that 'Ten parts of sweet almonds are generally employed to three parts of bitter almonds'; however, due to the cyanide found in bitter almonds, almonds. Almonds contain approximately modern syrups generally consist of only sweet omega-6 essential fany 49 per cent oils, of which 62 per cent is mono unsaturated

oleic acid (an omega-9 fany acid), 24 per cent is linoleic acid (a polyunsaturated acid), and 6 per cent is palmitic acid (a saturated fatty acid). 'Oleum Amygdalae', the fixed oil, is prepared

from either variety of almond and is a glyceryl oleate,

with a slight odour and a nutty taste. It is almost insoluble in alcohol but readily soluble in chloroform or ether. Sweet almond oil is obtained from the dried kernel of sweet almonds. The oil is good for application to the skin as an emollient, and has been traditionally used by massage

therapists to lubricate the skin during a massage session. It is mild, lightweight oil that can be used as a substitute for olive oil. Almond oil is also used as a wood conditioner such as the oboe and clarinet. The sweet almond contains about 26 per cent carbohydrates sugars, 0.7 per cent starch and the rest miscellaneous flour for cakes and cookies (biscuits) for low-carbohydrate in place of wheat flour for gluten-sensitive fibre, for a net of 109 of carbohydrate containing (12 per cent dietary fiber, 6.3 per cent and may therefore be made into of certain woodwind instruments,

carbohydrates),

diets or for patients suffering from diabetes

mellitus or any other form of glycosuria. Almond flour is gluten-free and therefore a popular ingredient people and people with wheat allergies and coeliac disease. of which TO g is dietary A standard serving of almond flour, 1 cup, contains 20 g of carbohydrates, and bread recipes by people on carbohydrate-restricted responsible for lowering LOL cholesterol.

per cup. This makes almond flour very desirable for use in cake diets. Almonds are a rich source of vitamin E, fat, one of the two 'good' fats

24 mg per 100 g. They are also rich in mono unsaturated

MANAGEMENT SOME PRIMARY FINDS A primary investigation into the current practices associatedwith almonds revealed interesting findings. The use of almonds and its produce is found to be very different from other countries. For the Calif Almonds Inc., this presents both an impediment and opportuniry: impediment in the sense that its some of the marketing practices are rendered obsolete, and opportunity in the sense that now it can branch into new product marketing and participate in a huge market. Claimed health benefits of almonds include improved complexion, improved movement of food through the colon (feces) and the prevention of cancer. Recent research associates the inclusion of almonds in the diet with elevating the blood levels of high density lipoproteins and oflowering the levels of low density lipoproteins. A controlled trial showed that 73 g of almonds in the daily diet reduced LDL cholesterol by as much as 9.4 per cent, reduced the LDL:HDL ratio by 12.0 per cent, and increased HDL-cholesterol (i.e, the good cholesterol) by 4.6 per cent. In Ayurveda, an ancient system of health care that is native to the Indian subcontinent, almond is considered a nutritive for the brain and nervous system. It is said to induce high intellectual level and longevity. Almond oil is called Roghan Badam in Tibb Yunani (the Greco-Persian system of medicine). It is extracted by cold process, and is considered a nutritive aphrodisiac both for massage and internal consumption. Recent studies have shown that the constituents of almond have anti-inflammatory, immunity boosting, and anti-hepatotoxicity effects. Almond oil is a rich source of vitamin E and is beneficial in many ways. Almonds are treasures of some essential minerals such as magnesium and calcium. Almonds have high contents oHats. Raw almond oil enhances the taste of the food including salads, grains and toasts. Besides being a nutritious food, almonds have many cosmetic benefits. Almond oil is pale yellow in colour and it is extracted from almond kernels. Apart from vitamin E it also contains vitamin D and other nutritious components. Sweet almond oil is one of the most popular essential oils used in aromatherapy. Pure almond oil can be used as carrier oil in aromatherapy or massage therapy. Almond oil is suitable for any skin type. Youdo not have to worry how it will react on your skin type. Given below are benefits of almond oil for the skin. Beautiful skin will be no more just a dream. Almond oil is a rich source of vitamin E and is beneficial in many ways. Almonds are treasures of some essential minerals such as magnesium and calcium. Almonds have high contents of fats. Raw almond oil enhances the taste of the food including salads, grains and toasts. Besidesbeing a nutritious food, almonds have many ccsmetic benefits. Almond oil is pale yellow in..colourand it is extracted from almond kernels. Apart from vitamin E it also contains vitamin D and other nutritious components. Improves complexion and retains glow: moisturises better and deeper, soothes skin irritation and inflammation, delaysageing process, lightens dark circles,relieves dry and itching skin, and nourishes the skin. Makes it smooth and soft and cures chapped lips and body rashes. Pour a few drops of almond oil in your palm. Dip your fingertips and applygently on your scalp. Massage slowly in small circular motions and feel the comfort. Almond oil adds luster to the hair making them healthy. Due to cosmetic benefits of sweet almond oil it is used in many beauty treatments. Every woman fancies beautiful locks and it is possible with the use of almond oil. Some of these include: nourishes hair and smoothes hair cuticles, makes hair long, strong and thick, massaging with almond oil adds shine to the hair and controls hair fall. Eating raw almonds can give you innumerable health benefits. There are many other uses of almond oil. Consuming almond oil isbeneficial for digestivesystem. When used in aromatherapy it has calming and cleansing effects. Almond oil also releases pain. It is used as an effective painkiller. Regular consumption of almond oil helps reduce cholesterol, nourishes the brain and nervous system, enhances intellecrualiry and endurance and application of almond oil provides relief to strained muscles.

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APPROVAL Almonds may cause allergy or intolerance. Cross-reactivity is common with peach allergens (lipid transferproteins) and tree nut allergens.Symptoms range from localsymptoms (e.g.oral allergysyndrome, contact urticaria) to systemicsymptoms including anaphylaxis (e.g, urticaria,angioedema, gastrointestinal and respiratory symptoms). Because of two cases of salmonellosis traced to almonds in 2001 and 2004, the Almond Board of California proposed rules in 2006 regarding pasreurisation of almonds available to the public and the USDA approved them. The almond pasteurisation programme became mandatory for the California industry on September 1, 2007, and was implemented on a voluntary basis over the previous two years. Since 1 September, 2007, raw untreated California almonds have technically not been available in the United States. Controversially, California almonds labelled as 'raw' are required to be steampasteurised or chemically treated with propylene oxide. This does not apply to imported almonds, or to almonds sold from the grower directly to the consumer in small quantities. Nor is the treatment required for raw almonds sold as expons to countries outside of North America. This USDA-approved marketing order has been challenged in court by organic farmers organised by the Cornucopia Institute, a Wisconsin-based farm policy research group. According to the Cornucopia Institute, this almond marketing order has imposed significant financial burdens on small-scale and organic growers and damaged domestic almond markets. The federal judge dismissed the lawsuit in the spring of 2009 on procedural grounds, but farmers are appealing this decision in August 2009, seeking to have the merits of their arguments heard in court. CHALLENGE Calif Almonds Inc's marketing director wants its company to enter in the Indian market. He however understands that Indian market is culturally, socially and economically is different from the American or European markets. He managed to familiarise hirnselfwith the realities associated with the almond products and their applications in Indian context. He although has all the modern capabilities and systems to produce any kind of product that uses almond as the base ingredients. However without many efforts he can enter in the Indian market with oil and almonds. But he not sure what exactly should his approach be.