Diamond of California, the century-old producer of “Made for Homemade” specialty nuts, has named Craig Hope as its new Chief Executive Officer. With more than three decades of leadership experience in the consumer packaged goods industry, Hope’s expertise has been tapped to reinvigorate the brand’s focus for the path ahead, including product innovation, new segment growth and reimagining how Diamond of California’s core culinary line is presented to today’s consumer.
As a century-old brand, Diamond of California has spent the last two years reinventing its look for its product offerings, including introducing a brand extension, Heirloom Reserve Nut + Fruit Blends, a continuation of its premium line of Heirloom Reserve Walnuts, Pecans, and Marcona Almonds, paired with premium dried fruit from the best possible growers. Hope’s focus with his team will be to expand the product offering of Diamond of California to drive accelerated, sustainable topline growth as consumers diets demand more plant-based options throughout the world and in its retail customers stores.
“I’ve been a longtime fan of Diamond of California, a staple brand in the homes of countless Americans for generations. As the growing interest for plant-based diets continue to rise, we are interested in exploring what it means to be ‘Made For Homemade’ in this day in age and move our product into new categories that drive growth every day for our retail and international partners,” Hope said. “This year we plan on continuing to push the envelope by introducing groundbreaking products, as well as celebrating our core line in new ways so that we can accelerate the brand’s growth for years to come.”
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Most recently, Hope served as CEO of Country Fresh LLC, JTM Foods and led a very successful growth story at Earthbound Farms. His career showcases a breadth of experience and a proven track record in building revenue and executing profitable growth strategies. He also has a strong background in repositioning brands in order to speak to the company’s core customers, while also gaining growth with expanded usage and execution edge. This expertise has led him to drive distribution and heighten financial results for a multitude of global companies.
In his new role as CEO for Diamond of California, Hope’s aim is to push the brand forward as it continues to enter new markets, new segments and territories. This includes rethinking where Diamond of California’s customers are fitting tree nuts into their daily diets and overall lifestyles.