Commission’s Presence at Peak Season Industry Events Builds Brand Awareness with Decision Makers

To increase demand for and penetration of California avocados on foodservice chain menus, in May the California Avocado Commission networked with targeted decision makers at two key industry events. Both events provided CAC with the opportunity to expand its target base of chain contacts for future promotions and to cement existing relationships.

The Commission was a sponsor of the 2023 National Restaurant Association Marketing Executive Group conference held in Chicago, Illinois. This event provided CAC with the opportunity to gain insights about the state of the foodservice industry — especially the challenges and opportunities restaurant marketers face — while networking with marketing executives from a broad mix of multi-unit restaurant brands and founders/owners of small emerging chains. During the sponsored break the Commission presented attendees with a dip trio composed of California Avocado and Whipped Feta, California Avocado Onion Dip and Guac-asabi. Attendees also enjoyed a new take on California avocado toast — in the form of a California Avocado Toast Salad. The Commission connected with 42 marketing team members from 31 chains restaurant companies and is now exploring menu development and promotion for the 2023 and 2024 seasons with eight restaurants.

At the Kinetic 12 Emerging Chains Los Angeles Roundtable, the Commission met one-on-one with purchasing/sourcing, supply chain and operations decision makers during the two-day event. While meeting with targeted representatives, the Commission elaborated on the California avocado season and the specifics of this season’s crop and timing. They also discussed the advantages of having California avocados on the menu, shared consumer preference and brand awareness data and showcased grower sustainability. To demonstrate the value of California avocados beyond price, CAC also discussed foodservice menu promotion funding and support with interested chains. During the event CAC met with 14 new chain restaurant contacts and reconnected with two current chain contacts.