California Avocado Month Public Relations Campaign Expected to Reach More than 40 Million Fans

  • Jun 08, 2017

Food halls — indoor markets featuring a variety of food vendors and artisans — are spreading across the United States as consumers embrace a European trend that allows them to shop for artisanal products and dine on international fare under one roof. As part of its California Avocado Month campaign, the California Avocado Commission (CAC) is embracing the trend by partnering with restaurants and food bloggers to provide fans with unique California avocado menu items and recipes that showcase the versatility of the fruit and encourage consumers to purchase California avocados at their peak availability.

Throughout the month of June, visitors to Grand Central Market — a food hall located in Los Angeles — can enjoy special, limited-time California avocado dishes at participating vendors including: Belcampo Meat Co., DTLA Cheese and Kitchen, Golden Road Brewing, Horse Thief BBQ, Las Morelianas, La Tostaderia, Olio Wood Fired Pizzeria, Prawn, Ramen Hood and Valerie Confections.

As part of the food hall promotion, Horse Thief BBQ’s pitmaster Anthony Chin developed two Texas-style BBQ recipes that celebrate Southern California’s “fusion flavors” with fresh California avocados. The two recipes — Brisket Sandwich with Smoked California Avocado Relish and Chicken and Kale Salad with Smoked California Avocado and California Avocado Dressing — were featured in a press release announcing the start of the California avocado season.

The Commission’s Blogger Ambassador Program will incorporate the food hall trend by celebrating international cuisine with a California twist. All eight of CAC’s food and lifestyle blogger partners — All Day I Dream About Food, Cookin’ Canuck, Dine & Dish, Eazy Peazy Mealz, Kirbie’s Cravings, Naturally Ella, The Roasted Root and Yummy Healthy Easy — will develop content and recipes that promote California Avocado Month and share them on their digital and social media platforms.

The California Avocado Month campaign releases, social media posts and events are expected to garner more than 40 million combined impressions.

California avocado grower C.J. Shade and his father, CAC Chairman Rick Shade engaged with the media at the California Avocado Month kick-off event.

CAC Vice President Marketing Jan DeLyser and Chairman Rick Shade (center) with the media at Horse Thief Barbecue.

A unique Vegan Dashi Rice Cake Topped with California Avocado Puree and Sesame Dressing from Ramen Hood was a crowd favorite.

Pitmaster Anthony Chin’s Brisket Sandwich with Smoked California Avocado Relish will be available at Horse Thief BBQ throughout June.

Anthony Chin’s Chicken and Kale Salad with Smoked California Avocado and California Avocado Dressing was featured in the Commission’s season opener press release.

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