Marketing California Avocados

The California Avocado Commission Marketing team has created a game plan for 2024 designed to elevate efficiency and effectiveness in 2024. Due to economic conditions and budget cuts versus 2023, no stone was left unturned as the team strived to optimize investment and drive successful results

In the spring and summer of 2023, the California Avocado Commission began a search to find a new consumer marketing agency that could lead both consumer advertising and consumer public relations activities. The search committee unanimously selected Curious Plot as CAC’s new agency of record.

Members of the Commission attended the nation’s largest produce show — the International Fresh Produce Association Global Produce and Floral Show — which gathers industry leaders from across the U.S. and provides the Commission with an opportunity to showcase the California Avocados brand, while encouraging demand for the fruit with key retail decision makers.

By partnering with foodservice chains during the summer, the Commission encourages demand for the peak-season fruit and builds brand awareness and loyalty. Two of CAC’s restaurant chain partners showcased their use of locally-grown and ethically-sourced California avocados in-store, online and across their social media channels.

Chain promotions of California avocado menu items encourage sales of the fruit while adding value to the operator’s purchase of the fruit through the use of California Avocado Commission branded assets in retail locations and on digital and social platforms. Further, the unique away-from-home California avocado dishes inspire consumers to recreate dishes at home.

More than 230 operators from 129+ restaurant brands joined the California Avocado Commission at the Flavor Experience Conference 2023 hosted in San Diego, California from August 20 – 22. The three-day event provided CAC with the opportunity to showcase the local terroir, California difference and seasonal availability of the fruit with a targeted audience of west-coast-based multi-unit operators

As part of the California Avocado Commission’s Tiered Account program, CAC develops retail sales reports and ad hoc research studies to help the industry better understand retail sales trends and shopper purchase behaviors in the avocado category. The studies help industry stakeholders drive sales of California avocados, encourage retail partners to stock and promote the Golden State fruit throughout the season and advance CAC’s position as a category leader.

To prepare for the 2022-23 California avocado season and stimulate social and digital activities that pique demand for and loyalty to the locally grown fruit, the California Avocado Commission’s Retail Marketing Directors collaborated with key retail accounts. Together, CAC and the retail teams developed targeted multi-platform social and digital campaigns and custom content to support CAC’s retail marketing promotions and those of the top-tier retailers.

During peak season, the Commission partners with select restaurant chains to showcase the Golden State fruit with unique menu applications that build awareness of the fruit’s availability and provide added value to the operator partner. These collaborative California avocado promotions help secure distribution of the fruit while encouraging demand with meals away from home that pique consumer interest.