Marketing California Avocados

In light of competition for placement at retail, it is important the industry is reminded of the high consumer demand for California avocados and the support the California Avocado Commission provides. The Commission’s retail trade advertising campaign is a highly effective means of reminding decision makers of the volume sales lift they can generate during the peak season.

To encourage early season demand for and awareness of California avocados, the California Avocado Commission launched pre-season media on popular online platforms — including YouTube, Facebook and Instagram — to engage with targeted consumers and generate excitement for the start of the California avocado season.

The California Avocado Tracking Study has been conducted regularly since the mid-1990s. The 2022 study provides a wealth of information that helps the California Avocado Commission marketing team direct communications, as well as measure progress against some objectives and performance measures detailed in the annual business plan.

Produce industry maven Jan DeLyser announced her plan to retire from the California Avocado Commission after 24 years of service to the organization. The tentative timing for her retirement is mid-February 2023.

The California Avocado Commission foodservice team attended the Kinetic 12 Emergence Operator-Supplier Roundtable event in early December, taking advantage of a key opportunity to educate purchasing and supply chain decision-makers about the benefits and value of California avocados.

On December 15, the California Avocado Commission’s Marketing Committee, which is comprised of California avocado grower and handler members, hosted its first meeting of the 2022-23 fiscal year. The meeting provided the Commission with an opportunity to discuss the upcoming California avocado season and share the top retail promotions of the previous season with attendees.

At the California Avocado Commission Board of Directors meeting in November, CAC provided its fiscal year 2021-22 marketing performance report, known as the Dashboard. A summary of that report — which covers activity in the areas of consumer advertising, social media, consumer public relations, brand advocates, retail and foodservice programs, trade advertising and public relations as well as research highlights — follows.

The California Avocado Commission joined 25 foodservice editors representing 25 publications and other public relations professionals at the International Foodservice Editorial Council Annual Conference: “Toast to the Coast” held in Santa Barbara, California.

In September and October, the California Avocado Commission’s foodservice team attended two key events for restaurant chain decision makers where they effectively networked with attendees and showcased California avocados in unique menu presentations.