Marketing California Avocados

California avocado growers Warren Lyall and Andy Lyall recently took center stage in Field Trips, a YouTube video series that celebrates the heart and grit of California agriculture. Filmed on the Lyall family grove in Pauma Valley, this episode gave viewers a close-up look at the hard work and care that goes into producing premium quality California avocados.

In late April, the California Avocado Commission hosted 27 key media, foodservice, and retail partners for the “THIS is California Avocado Season Grove Tour” at Camlam Farms in Camarillo, hosted by the Lamb family. The immersive experience highlighted the care and dedication behind California avocado farming, emphasizing local, sustainable and ethical practices.

This year, the number of retailers promoting California avocados during the lead up to Cinco de Mayo (April 29 – May 5) climbed significantly from three to 14 (a 367% increase). Further, bulk avocados led in retail sales in California and the West regions, accounting for 77% of total units sold, while bagged avocados made up the remaining 23%.

The California Avocado Commission partners with targeted restaurant chains to promote unique California avocado menu items that showcase the local, seasonal and sustainably grown fruit. Foodservice chains that feature fresh California avocados leverage the halo effect of the fruit, creating a pull-through effect that brings positive attention to the restaurant. 

The California Avocado Commission’s 2025 consumer media plan launched April 1, 2025, and has shown impressive results to start the season, setting a strong foundation for continued growth. Results are expected to improve month-over-month with ongoing optimizations.

To increase exposure and awareness of California avocados in the foodservice sector, the California Avocado Commission debuted the inaugural “Best of California” celebration for editors of important foodservice publications at an event in Chicago where they highlighted restaurants and chefs who showcase California’s favorite fruit, avocados, in unique California style.

In May, CAC partnered with Bristol Farms to promote locally grown California avocados, showcased California growers' sustainability practices at Mollie Stone's Markets, celebrated Earth Day with fresh avocado offerings at USC and earned robust media coverage of the California Avocados brand and fruit.

The California Avocado Commission’s 2025 consumer media plan, which launched on April 1, 2025, features a strategic mix of advertising across television, digital, streaming, audio and out-of-home platforms.

The Commission is evolving its 2025 consumer marketing campaign to better differentiate California-grown avocados in an increasingly competitive market. The campaign continues to showcase sustainably farmed and locally grown messaging while integrating ethically sourced and responsibly grown talking points.

The Commission reviewed data from the California Avocado Market Analysis Report that provides a comprehensive overview of the 2024 season and broader category insights and offers critical information concerning short- and long-term analyses of shipment volumes, FOB prices, retail pricing and sales trends.