Marketing California Avocados

As part of the California Avocado Commission’s Tiered Account program, CAC develops retail sales reports and ad hoc research studies to help the industry better understand retail sales trends and shopper purchase behaviors in the avocado category. The studies help industry stakeholders drive sales of California avocados, encourage retail partners to stock and promote the Golden State fruit throughout the season and advance CAC’s position as a category leader.

To prepare for the 2022-23 California avocado season and stimulate social and digital activities that pique demand for and loyalty to the locally grown fruit, the California Avocado Commission’s Retail Marketing Directors collaborated with key retail accounts. Together, CAC and the retail teams developed targeted multi-platform social and digital campaigns and custom content to support CAC’s retail marketing promotions and those of the top-tier retailers.

During peak season, the Commission partners with select restaurant chains to showcase the Golden State fruit with unique menu applications that build awareness of the fruit’s availability and provide added value to the operator partner. These collaborative California avocado promotions help secure distribution of the fruit while encouraging demand with meals away from home that pique consumer interest.

The California Avocado Commission partnered with two food and lifestyle influencers recognized for their compelling and exciting storytelling abilities, excellent photography skills, loyal following and love for California avocados. Each influencer partner published unique California avocado recipes, photos, social content and videos to their respective social media channels and blogs — driving awareness of the California avocado season across a wide range of targeted consumers.

To increase awareness around the nutritional benefits of California avocados and engage with consumers, the California Avocado Commission taps into the knowledge and experience of registered dietitian nutritionists to share engaging and informative social media posts and recipes. As the Academy of Nutrition and Dietetics notes, RDNs remain a major influence in purchasing and recommending products to consumers.

The California Avocado Commission demonstrated CAC’s position as a resource for all things avocado at two recent industry events — the International Fresh Produce Association Foodservice Conference and the AvoGrove Open House. CAC showcased the resources it has available to support California avocados on the menu and the sustainable practices of California avocado growers.

The California Avocado Commission represented California’s organic avocado growers at the top-rated Organic Produce Summit, taking advantage of the opportunity to showcase the state as a key supplier of organic fruit and spotlight the positive and sustainable farming practices that produce high-quality organic avocados.

To expand its target base of restaurant contacts and cement existing relationships that lead to future promotion opportunities, the California Avocado Commission sponsored and participated in two California Restaurant Association Regional Chapter Mixers in Orange County and Los Angeles County.

To generate excitement for California Avocado Month, the California Avocado Commission’s public relations campaign showcased new recipes specially crafted by Chef Brooke Williamson that invited consumers, retailers and media members alike to celebrate and enjoy the Golden State fruit. Learn more.

To create anticipation for — and sustain interest in — the fresh California avocado season among Premium Californians, the California Avocado Commission runs a targeted social media campaign across its channels throughout the year to reinforce the California avocado campaign messaging, keeping California avocados top of mind and encouraging brand preference.