Retailers, Influencers and Media Partners Celebrate Peak-Season California Avocado Month

California Avocado Month provides the California Avocado Commission and its targeted partners with the opportunity to celebrate peak season, build awareness of the fruit’s availability in local markets and inspire consumers to purchase the locally grown and sustainably farmed fruit.

To secure media coverage in local markets where California avocados can easily be purchased, CAC distributed a press release announcing June as California Avocado Month. This outreach effort  garnered coverage with media outlets in local targeted markets, including a story placement in The Orange County Register, which was syndicated in other key media outlets, resulting in comprehensive coverage in various outlets including the Daily Breeze, Inland Valley Daily Bulletin, LA Daily News, Long Beach Press Telegram, Pasadena Star News, The Oakland Press, The Press Enterprise, Redlands Daily Facts, The San Bernardino Sun, San Gabriel Valley Tribune and Whitter Daily News.

Further, to build awareness with trade audiences, the Commission distributed a retail trade press release demonstrating how CAC supports California Avocado Month and providing updates on the season’s crop. This release resulted in more than a half a million impressions in key trade publications.

Sacramento-based retailer Raley’s also partnered with CAC to kick off California Avocado Month by hosting a hyperlocal exclusive influencer event at the supermarket’s iconic Sacramento/Freeport Boulevard location. More than 15 Sacramento-based social media influencers gathered at Raley’s in-store event space and were hosted by CAC team members. Raley’s Executive Director of Fresh Faith Garrard, Produce Category Manager Gary Ruggiero and members of the retailer’s communication team also joined the event, demonstrating their interest in providing customers with locally grown peak-season fruit. Attendees also met California avocado grower Michael Craviotto of Moorpark’s Grace Farms and Orchards, who shared his family’s storied history with California avocados and their passion for growing the fruit.

Throughout June, the influencers shared content on their social platforms, highlighting California Avocado Month, the fruit’s availability in-store at their local Raley’s and sharing delicious California avocado recipes with their fans. The influencers’ content from this effort reached 1.8 million targeted consumers across their social platforms.

Loyal California avocado retailers Albertsons-Vons-Pavilions and Mollie Stone’s Markets also celebrated California Avocado Month with social media posts that featured California avocado growers, sustainability messaging and how-to videos and recipes.

In addition to these retail-based activities, the Commission also partnered with four well-known food influencers — Maxi’s Kitchen, Herman at Home, What Erica Craves and Erin O’brien — who created original, inspirational California avocado recipes and shared them across their social channels. The content posted by these brand advocate partners reached a combined 4.2 million consumers.