Commission Showcases Start of California Avocado Season at FPFC Luncheon

On March 22, the Fresh Produce and Floral Council held its first membership luncheon of 2023 at the Sheraton Cerritos Hotel, bringing together Southern California produce and floral industry retailers, distributors, vendors and other industry members. As a sponsor of the early spring event, the California Avocado Commission had the opportunity to celebrate the start of the California avocado season and demonstrate the importance of the locally grown fruit to customers.

Sponsorship of this event presented an impactful forum where CAC discussed the California avocado crop and premium quality of the fruit with retailers, distributors and vendors in the produce industry. To encourage demand for and loyalty to California avocados, the Commission prominently showcased fresh, newly harvested fruit in a branded display bin alongside creative from “The best avocados have California in them” campaign. During the luncheon attendees enjoyed fresh California avocados fanned atop a mixed baby greens salad with tomato, mozzarella, red onions, capers, lemon, oregano and garlic dressing. While attendees dined, CAC President Jeff Oberman spoke about the 2023 crop and shared growers’ appreciation for the support of Southern California retail partners.

The event also presented an opportunity to introduce attendees to the new members of the CAC team — including CAC President Jeff Oberman and Vice President of Marketing Terry Splane — in a relaxed and social environment. Further, established CAC team members had the opportunity to reconnect with industry handlers and retailers. Retail attendance included representatives from Albertsons/Vons/Pavilions, Cardenas Markets, Gelson’s and Raley’s. Avocado handlers in attendance included members of Calavo, Henry Avocado, Index Fresh and Westfalia. Discussions held during and after the luncheon reflected a good ROI from the event with industry handlers and retailers confirming their support for the upcoming California avocado season.