Commission Showcases the Potential of the Upcoming California Avocado Season at IFPA Event

To help maintain California Avocados brand awareness in the lead up to the 2025 season — and showcase a potentially larger crop — the California Avocado Commission exhibited at the 2024 International Fresh Produce Association Global Produce and Floral Show hosted at the World Congress Center in Atlanta, Georgia. The event, which was held from October 17 – 19, provided the Commission with an opportunity to meet with targeted customers, network with industry decision makers and conduct media interviews while building awareness around CAC’s customized promotion support.

Prior to the show, the Commission developed a streamlined plan that would allow CAC to maintain a significant competitive presence in a cost-efficient manner. Working within the confines of a significantly reduced budget, CAC utilized a 10’ x 30’ space with a rented booth, optimizing its brand presence with custom graphics that reinforced California avocados strategic messaging.

Commission staff participated in the opening day activities including IFPA President Cathy Burns’ state-of-the-industry address, a welcome reception and networking sessions. As a sponsor of the Education Festival, the Commission was well represented at the event’s breakout sessions addressing the latest consumer, marketing, retail, sustainability and technology trends.

During the two-day expo portion of the event, CAC Vice President of Industry Affairs and Operations Ken Melban and CAC Vice President of Marketing Terry Splane met with avocado handlers and other association leadership. Splane and other CAC team members had the opportunity to showcase California avocados with a variety of media members and met with representatives from Albertsons/Safeway, Big Y Supermarkets, Grocery Outlet, Harmon’s, Lunds & Byerlys, Publix, Raley’s, Sam’s Club, Save Mart, Sprouts Farmers Market, Target, The Fresh Market and Walmart.

“National retail accounts always have a good presence at the IFPA show and the CAC team was able to engage with them in the booth, on the expo floor, at the VIP retail reception and around the education breakout sessions,” said Commission Vice President of Marketing Terry Splane. “When the event is on the West Coast there is better retail attendance from our key marketing regions in the west, and we already are making plans for the 2025 show in Anaheim, California.”