Solid Retail Relationships and Custom Marketing Encourage Demand for California Avocados

The California Avocado Commission has built solid relationships with targeted retail partners by serving as a trusted resource for avocado information and customized marketing programs. Complementing the retailer’s initiatives, CAC’s retail marketing team provides programs to communicate California avocado-specific messaging and branding. These collaborative programs help retailers engage with their customers and build demand for and loyalty to the Golden State fruit.

Beginning in January and through early spring, the Commission hosted season opener meetings with top-tier retailers where CAC’s team learned about retailer-specific needs and initiatives while presenting CAC’s social and digital offerings. This season, virtual and in-person meetings were held with representatives from Albertsons/Vons/Pavilions, Bristol Farms, CHEF’STORE, Gelson’s Markets, Hy-Vee, Lunds & Byerlys, Mollie Stone’s Markets, Nugget Markets, Raley’s, Save Mart and Stater Bros.

These meetings and ongoing communication also provide the opportunity for CAC’s retail marketing team to pitch custom social and digital content throughout the season. Once developed, the content is published on the retailers’ channels.

Retailer activations began in late April with Lunds & Byerlys sharing information about GEM characteristics and an article about “how to choose” an avocado, which was distributed to more than 500,000 of their customers in their enewsletter and on their social media channels. May kicked off with Cinco de Mayo programs. Gelson’s Markets ran a six-post multi-channel social media program with a reach of nearly 10,000 consumers to support the sale of California avocados during this important avocado consumption holiday, while Nugget Markets celebrated as well by posting about California avocados on their banners with a reach of more than 125,000. Mollie Stone’s Markets ran a California avocado giveaway. They also posted a recipe video featuring the Golden State fruit on their social media channels and website blog, bringing their reach to nearly 50,000. Also in May, Save Mart featured one of CAC’s videos spotlighting grower Rachael Laenen for a Mother’s Day-themed post that ran on its Facebook and Instagram channels. In June, Albertsons/Vons/Pavilions and Nugget Markets are celebrating California Avocado Month with social and digital content posted to their channels.

In addition, to build awareness about the availability of the fruit at local retailers, CAC developed and provided complimentary social media advertisements for key accounts. These targeted season-long ads run on the Commission’s social media channels, encouraging consumers to visit partner retailer stores for in-season California avocados.

By providing diverse California avocado-themed customized programs for retail partners that can be shared through digital and social platforms, as mailers, on websites and in stores, the Commission helps retailers speak directly to their customers while building awareness of the California Avocados brand. CAC’s retail partners appreciate the support and know that with in-season California avocados comes impactful marketing programs and communication opportunities that drive sales and bolster customer engagement.