Marketing California Avocados

California avocado merchandise, available on ShopCaliforniaAvocado.com, is a very visible and effective means of driving brand awareness year-round. The online merch shop, which was launched in fall 2020, was updated in fall 2021 with new merchandise designed to pique consumer interest prior to the holiday shopping season.

The California Avocado Commission’s menu ideation sessions with chain culinary research and development teams play a critical role in demonstrating how the fruit can add California flair to existing chain menus with inspirational and easy-to-prepare menu concepts.

The California Avocado Commission's 2021 California Avocado Tracking Study plays a critical role in helping the CAC Marketing team evaluate the impact of its marketing communications, measure marketing performance against established benchmarks and identify areas for improvement. This article includes ighlights from the report.

The California Avocado Commission provided its fiscal year 2020-21 marketing performance report, known as the Dashboard, to the Board of Directors in November. In fiscal year 2020-21, California avocado marketing activity garnered more than 1 billion impressions and helped achieve brand awareness of 89% in California.

Recipes are one of the top methods for introducing consumers to the numerous ways the ever-versatile California avocado can be enjoyed and are highly sought after. Thus the California Avocado Commission partners with renowned chefs, dietitians and nutrition experts to develop noteworthy California avocado recipes for broad use across its marketing programs

Throughout the month of November, as holiday shopping kicked into gear, the California Avocado Commission added fun new items to the online California avocado merchandise shop.

Understanding the behaviors behind a shopper’s decision-making process is a key component of increasing sales of California avocados. To that end, the Commission conducted an Avocado Ripeness Study during the 2021 California avocado season at Tier 1 retail account locations to gain insight into shopper preferences.

To help increase public relations exposure of fresh California avocados and California avocado growers, the California Avocado Commission foodservice team met one-on-one with media editors at the International Foodservice Editorial Council in Annapolis, Maryland.

Members of the California Avocado Commission’s foodservice team networked with menu developers at the Global Culinary Innovators Association Combine, meeting in person with targeted foodservice operators as culinary decision makers prepare menus for the 2022 season.

The California Avocado Commission’s social media program offers the Commission an opportunity to engage with its target consumers, called “Premium Californians” and expand the California avocado fan base via entertaining and informative content.