Activities in the United States of America started in 1997. A “Hazelnut Council” was established by the cooperation of “Oregon Hazelnut Marketing Board” and “American Food Importers Union” in consideration of the fact that the country is a hazelnut producer and of the character and size of the market.
The activities that have been performed since 1997 upon the resolution of Hazelnut Council were undertaken in 2002-2003 period by Publicis Dialog company which is the fourth biggest advertising agency in the world and third in the USA and is experienced in the promotion of food products. First of all, a very comprehensive consumer research was done to show the food marketers that hazelnut fits the taste of American consumers and to eliminate the misunderstanding in the food industry that the USA market has not adapted hazelnut.
In order to ensure that consumer trends are better reflected to food industry experts and decision-makers, three focus groups were established namely, confectionary , pastry and food services, and cd-rom’s have been prepared for each sector by having them taste 3-4 product samples and comment on the use of hazelnut as an additive. A set including the brochure, cd-rom and technical data materials that include the results of consumer researches is used in the meetings with the decision-makers of potential hazelnut buyers , in exhibitions and in media.
Meetings are held with leading companies in the food sector to emphasise the interest of consumers in hazelnut and to encourage the use of hazelnut in new products, and joint commercials are prepared by well-known companies that use hazelnut.
A satellite media tour has been made in order to talk about the benefits of having hazelnut in daily diet and a very large audience has been reached with the participation of 18 TV channels in this activity, 9 of which made live broadcast.   Several advertisements, recipes and articles about hazelnut have been published in commercial American journals with high circulation such as Baking Buyer, Food Management, Snack Food Wholesale Bakery, Candy Industry and Manufacturing Confectioner.   Interests of consumers and manufacturers have been stimulated by participating in exhibitions , conferences and activities that play an important role in the food sector such as Philadelphia Candy Show, Fancy Food Show, Retail Confectioners International 84 th Annual Convention, All Candy Expo, Institute Of Food Technologist, International Baking Industry Exposition, International Foodservice Editorial Council, Food & Culinary Professionals, International Association Of Culinary Professionals and Copia Cooking Activity.   Hazelnut Council official website has been in service since 1997. In this website one can find current statistical data, global hazelnut production, hazelnut production in Turkey and Oregon, supply and demand data, technical brochures and hazelnut information such as hazelnut recipes, and there is also the possibility for the industry to give online sample orders.
Hazelnut Council issues a quarterly e-newspaper called Nuttrends to give the food industry information about new trends, hazelnut researches, new hazelnut products news, consumption statistics and current information about the uses of hazelnut.
In order to raise awareness about the fact that hazelnut, which is widely known and used in Europe, is an ideal supplement for chocolate, articles and hazelnut recipes have been published in the papers and a series of recipe cards have been prepared and delivered to consumers.
The advertisement and promotion project realised in the USA by the Hazelnut Promotion Group in order to increase the consumption of hazelnut as one of the most important agricultural export products of Turkey has received the Totem Award. The advertisement and promotion project performed by the PR company Publicis Dialog for the Hazelnut Promotion Group, which has ongoing activities in the said country under the name of Hazelnut Council, has also received the Totem Award in the “Marketing Communications, Business to Business, Products” category of the “Public Relations Award Ceremony” organised annually by the Public Relations Society of America, where 97 projects in 37 different categories competed in 2004.
Furthermore, Perfection prize in the “Marketing Communication” sub-group of “Communication Management” area, given as one of the “Gold Quill Awards’ contest organised annually by the “International Association of Business Communicators” as part of their communication programs and participated by 1000 projects from 26 countries, was given to "Hazelnuts: Creating a Compelling Food Trend" project which is the work of Hazelnut Council that performs advertising and promotion activities in the USA on behalf of Hazelnut Promotion Group. Moreover, all winners of "Gold Quill Award" competed for the two biggest prizes of the committee; Jake Wittmer Research Award and Business Issue Award. At the end of the competition among 94 prize winners, Jake Wittmer Research Award was given to "Hazelnuts: Creating a Compelling Food Trend" project.