That’s Nuts: Milkadamia’s ‘Free Range’ Trees

Quartz: “In the wild world of product claims, the fledgling macadamia-nut-milk industry is charging into the US market elbows out, taking pot-shots at the dairy and almond industries along the way. This explains the unabashed claim on Milkadamia’s cartons, which is that the company only sources nuts from so-called ‘free-range trees.’The Chicago-based company’s nuts are grown from trees in Australia, then shipped to the US for processing.”

“To be sure, ‘free-range tree’ does not fall within the scientific lexicon used by horticulturalists. It’s nothing more than a marketing ploy to hook consumers enamored by product claims. Milkadamia cartons go on to explain that its milk comes from ‘trees supporting life, not trees on life support,’ meaning they aren’t attached to irrigation systems.”

“It’s meant to be a ‘gentle’ dig at California almond farmers, Milkadamia CEO Jim Richards tells Quartz. He characterizes these farmers—much to their chagrin—as being dependent on irrigating water from aquifers … In less than two years Milkadamia has expanded its US footprint to more than 5,000 retail locations and will be sold in Walmart in January, Richards says.”

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