The California Avocado Commission’s 2021 Annual report is now available on the California avocado growers’ website. The 2021 Annual Report includes the Commission’s audited financial statements for 2020-21 and ten-year industry statistics.
In addition, the report showcases the Commission’s activities during the past year including:
- The continuation of the Commission’s lighthearted, informative and inspirational advertising campaign, “the best avocados have California in them” that led to more than 1 billion impressions for consumer marketing
- CAC marketing team’s increased use of streaming video and digital channels for advertising, which contributed to 93 million impressions on streaming channels and 16 million views on audio platforms
- Effective and engaging video content, such as CAC’s road-trip recipe videos and the newly-released “California Avocados — History, Growers and Culture” video
- A review of the Commission’s social media strategies and strong returns on engagement, including CAC’s newly launched TikTok channel
- The role blogger advocates and Living Well Brand Advocates played in engaging, informing and entertaining targeted consumers
- The exceptional performance of the CaliforniaAvocado.com website’s redesigned recipe section, including new recipes, photos and videos
- Creative means by which CAC interacted with media members and influencers in-person and virtually
- New merchandise made available on the successful online California avocado merchandise shop
- An overview of how the Commission used data and collaborative creativity to assist retailers and foodservice operators contending with supply chain and labor issues
- A summary of customized retailer and foodservice promotions
- A look at how CAC expanded its brand presence in Korea and China
- A review of the Commission’s State-of-the-Industry survey, which was designed to help CAC collect concrete data on the profitability of the state’s diverse avocado enterprises
- The Commission’s launch of a new Sustainability webpage on the consumer website to grow awareness of growers’ long-standing sustainability initiatives and practices
- A new GEM avocado webpage to address consumer and media interest in the variety
- Advocacy efforts focused on passing the Farm Workforce Modernization Act, advancing immigration reform, and mandating surveys of Ecuadorian production areas impacted by the avocado seed moth
- Training sessions and field days for California avocado growers concerning growers’ most pressing concerns and interests, including GEM avocado trials, heat mitigation, fertilization
- Updates concerning the large avocado seed weevil, GEM avocado grove productivity, avocado branch canker
The report can be viewed online as a flipbook or viewed as a downloadable PDF file.
