Marketing California Avocados

Through a combination of enticing photography, exciting recipes and entertaining and educational content generated by the Brand Advocates, the Commission is able to expand the visibility of California avocados with the influencers’ audiences in a credible manner.

In the spring of 2021, Fresh Brothers Pizza launched a line of salads that included some concepts featuring fresh avocados. To further energize their menu and amortize their costs, Fresh Brothers Pizza expressed interest in expanding usage of fresh California avocados on their signature pizzas in 2022.

From April 10 – 13, the California Avocado Commission’s foodservice team attended the invitation-only FoodOvation event in Sun Valley, Idaho, and networked with chain restaurant chefs, owners and heads of purchasing and marketing.

California avocado limited-time-only menu promotions create a sense of urgency among diners eager to enjoy the in-season fruit in “special” menu items while they remain available. By partnering with foodservice chains to showcase the LTO menu offerings, the CAC expands awareness of the fruit’s seasonal availability and encourages brand loyalty.

To generate excitement and build demand for California avocados, the California Avocado Commission hosted a virtual cooking class on March 31 for key media representatives, dietitians, brand advocates and retail contacts showcasing just how easy it is to incorporate the fruit into on-trend decorous and delicious charcuterie boards.

On March 16, more than 150 industry members gathered at the Langham Hotel in Pasadena, California for the Fresh Produce and Floral Council Membership Luncheon. The luncheon sponsorship offered the California Avocado Commission an impactful opportunity to build awareness of and loyalty to the fruit.

From March 1 – 3, the California Avocado Commission foodservice team attended the National Association of College and University Food Services Pacific/Continental regional conference, building relationships with West Coast-based college and university foodservice directors to help encourage demand for and loyalty to California avocados.

To encourage demand for California avocados while building preference and loyalty for the brand, the California Avocado Commission crafts a consumer advertising plan that uses a diverse array of media vehicles to engage with, inform and entertain its targeted Premium Californians and avocado super users, mega users, and ultra users. Learn more.

Each season, the California Avocado Commission prepares and executes a trade media plan with broad reach and frequency to keep California avocados top-of-mind with key industry members and buyers prior to and during the season.

With California avocados harvested and headed to market earlier than usual in January 2022 and this year’s Big Game taking place later than usual, some of the California Avocado Commission’s most loyal retail partners launched promotions from the end of January to mid-February designed to move the early season fruit prior to and during one of the nation’s most popular sporting events.