The Scoop Blog is an essential piece of the California Avocado Commission’s (CAC) digital presence. Hosted on the www.californiaavocado.com consumer website, the blog provides California avocado fans with season updates, lifestyle posts, nutrition information and recipes for every meal and snacking opportunity. Fans can peruse blog posts featuring eye-catching photos of California avocado meals and then simply click on the link for the complete recipe — such as Baked Avocado Falafel with Avocado Lemon Tahini Sauce — and a step-by-step guide for preparing the recipe (complete with meal preparation photos).
Fans have flocked to this digital hub of California avocado information — the blog garnered nearly 1 million page views between November 1, 2015 and October 31, 2016 and an additional nearly 300,000 this fiscal year through March. To ensure the blog is as user friendly as possible, the Commission completed a blog redesign in 2017. The newest feature — a store locator that shows California avocado fans where they can purchase the fruit locally — is being launched this season.
Thus far in 2017, the Scoop has published 10 new blogs featuring recipes, showcasing the start of the California avocado season and highlighting the campaign artwork created by renowned artist John Van Hamersveld. Moving forward in 2017, The Scoop will feature new posts and recipes from blogger partners including La Fuji Mama and Shrinking Kitchen, who will in turn share The Scoop Blog posts on their independent social media channels and broaden the reach of the Commission’s targeted messaging.