The California Walnut Commission, headquartered in Folsom, California, has conducted marketing activities on behalf of the California Walnut Industry in Spain since 1986. In order to increase awareness and utilization of walnuts by commercial users as well as consumers, an assortment of promotional and educational programs must be designed, implemented and evaluated.
Trade Representative/Marketing Services Agency
The Commission has utilized a Trade Representative/Marketing Services Agency to represent its interests among Spanish importers and retailers for the purpose of maintaining a close working relationship with all levels of the trade, including, but not limited to, the food processing industry (bakers, confectioners, etc.), importers, wholesalers, distributors, retailers, HRI, culinary institutions, and other organizations involved in the channels of commerce, vis-à-vis, walnuts from California. The trade function may include but is not limited to one-to-one meetings, tradeshows and/or promotions.
Public Relations/Advertising Agency
A Public Relations/Advertising Agency has also been utilized with the purpose of employing a multi- channel approach to raise consumer awareness of the uses and benefits of walnuts from California. This includes outreach to the healthcare professional community as well as direct to consumers.
Agencies are invited to submit proposals on one or both RFPs with the understanding that if they are selected, they will work collaboratively with another agency if separate agencies are selected for the trade and consumer related needs. It’s helpful if companies, or primary agency representatives proposed for the CWC’s account, have prior experience working with agricultural commodity groups and/or generic (non-branded) entities in the food and beverage sector to be considered.
Under the U.S. Department of Agriculture Market Access Program (MAP) regulations, the Commission is required to re-bid the account and is soliciting proposals from interested firms. The Request for Proposal (RFP) guidelines, selection criteria and background information can be obtained from:
California Walnut Commission
110 Woodmere Road, Suite # 250 Folsom, California 95630 USA
Telephone: (916) 932-7070; Email: Intlrfp@walnuts.org
All inquiries and requests must be made in writing and in English. All proposals must be submitted on or before Friday, October 24, 2025, as specified in the proposal guidelines. The CWC prohibits discrimination in all its programs and activities on the basis of race, color, national origin, age, disability, sex, marital status, familial status, parental status, religion, sexual orientation, genetic information, political beliefs, reprisal, or because all or part of an individual’s income is derived from any public assistance programs.
The CWC prohibits discrimination in all its programs and activities on the basis of race, color, national origin, age, disability, sex, marital status, familial status, parental status, religion, sexual orientation, genetic information, political beliefs, reprisal, or because all or part of an individual’s income is derived from any public assistance programs. To file a complaint of discrimination, write to USDA, Director, Office of Civil Rights, 1400 Independence Avenue, S.W., Washington, D.C. 20250-9410, or call (800) 795-3272 (voice) or (202) 720-6382 (TDD). CWC is an equal opportunity employer and provider.
