Marketing California Avocados

One of the greatest benefits of California avocados — their nutritional value — also is an area of keen interest for consumers, retailers and foodservice operators. To that end, the California Avocado Commission integrates nutrition messaging about the health benefits of the fruit throughout its marketing programs to encourage demand and build preference for California avocados.

During the week of January 10, the California Avocado Commission’s marketing team hosted virtual meetings with 10 AMRIC handler teams to help secure distribution of California avocados and coordinate supply and marketing support to drive demand for the fruit when and where it is available. These collaborative meetings serve two key purposes.

California avocado merchandise, available on ShopCaliforniaAvocado.com, is a very visible and effective means of driving brand awareness year-round. The online merch shop, which was launched in fall 2020, was updated in fall 2021 with new merchandise designed to pique consumer interest prior to the holiday shopping season.

The California Avocado Commission’s menu ideation sessions with chain culinary research and development teams play a critical role in demonstrating how the fruit can add California flair to existing chain menus with inspirational and easy-to-prepare menu concepts.

The California Avocado Commission's 2021 California Avocado Tracking Study plays a critical role in helping the CAC Marketing team evaluate the impact of its marketing communications, measure marketing performance against established benchmarks and identify areas for improvement. This article includes ighlights from the report.

The California Avocado Commission provided its fiscal year 2020-21 marketing performance report, known as the Dashboard, to the Board of Directors in November. In fiscal year 2020-21, California avocado marketing activity garnered more than 1 billion impressions and helped achieve brand awareness of 89% in California.

Recipes are one of the top methods for introducing consumers to the numerous ways the ever-versatile California avocado can be enjoyed and are highly sought after. Thus the California Avocado Commission partners with renowned chefs, dietitians and nutrition experts to develop noteworthy California avocado recipes for broad use across its marketing programs

Throughout the month of November, as holiday shopping kicked into gear, the California Avocado Commission added fun new items to the online California avocado merchandise shop.

Understanding the behaviors behind a shopper’s decision-making process is a key component of increasing sales of California avocados. To that end, the Commission conducted an Avocado Ripeness Study during the 2021 California avocado season at Tier 1 retail account locations to gain insight into shopper preferences.

To help increase public relations exposure of fresh California avocados and California avocado growers, the California Avocado Commission foodservice team met one-on-one with media editors at the International Foodservice Editorial Council in Annapolis, Maryland.