As the California avocado season begins, the Commission is highlighting the tremendous trade media coverage California avocados have secured through California Avocado Commission efforts. This media coverage helps build awareness of the California avocado season among retail and other trade customers and is a vehicle for communicating key industry marketing messages.
The Commission’s trade marketing plan includes public relations outreach to targeted retail and produce media. Led by Lori Small, CAC’s Senior Marketing Manager, this effort entails pitching press releases and securing interviews for Commission spokespeople, including Board Chair Rachael Laenen and CAC President Ken Melban on the industry’s behalf.
A listing of the nearly 40 trade media stories that have been placed year-to-date can be found below. The coverage includes a mix of feature stories and key CAC announcements around the start of the California avocado season, the election of the Board of Directors and the recognition of California avocado women farmers and their impact on the industry. CAC trade press outreach will continue throughout the season to ensure California avocados are top-of-mind among the produce industry and retail decision-makers
Q1 Trade Media Coverage Summary
Ongoing Feature Stories
- AndNowUKnow
- Fresh Fruit Portal
- Fresh Plaza
- Grocery Insight
- The Packer
- The Packer (Rachael Laenen Profile)
- Produce Business
- Produce Business (Cinco de Mayo feature)
- Produce News
- Vision Magazine
New Board of Directors Seated
- AndNowUKnow
- Blue Book Services
- Fresh Fruit Portal
- Fresh Plaza
- Fruit Growers News
- Fruitnet
- Morning Ag Clips
- The Packer
- Perishable News
- The Produce News
Season Opener/Harvest Estimate
- AndNowUKnow
- Blue Book Services
- Fresh Fruit Portal
- Fresh Plaza
- Fruitnet
- Morning Ag Clips
- The Packer
- Perishable News
- Produce Market Guide
- Produce News
International Women’s Day/Recognition of Female California Avocado Growers