California Avocado Commission Talks Avocado Season and Innovative Marketing Moves
IRVINE, CA - As California has navigated heat, wind, fires, and more impacting the ag world, the California Avocado Commission’s Marketing Committee met on August 1st to dive into the realities felt in the avocado sector of our industry. The meeting’s results reflect that this year’s harvest will be about 300 million pounds with availability continuing through the month, and the commission is making its mark on this season with fun ways to engage with consumers.
“We had originally projected that volume would continue strong through Labor Day; however, excellent demand as well as a reduction of the original crop estimate has created a quicker end to the season,” Jan DeLyser, Vice President of Marketing, shared. “Despite all of the weather-related challenges California avocado growers have endured this season, the revised crop forecast is still nearly 40 percent higher than last year, and we’re committed to providing customers with the support they need.”
Always making the best of every situation, CAC is at the top of its marketing game and giving consumers something to dance about. A Golden State-inspired playlist called the California Avocado Summer Soundtrack was released in July by the commission on digital audio provider Spotify. In addition to the tunes that have had every listener bop their heads as they indulge in their avocado needs, trendsetters like Chef Phillip Frankland Lee of Scratch Restaurants and other local food and lifestyle tastemakers have teamed up with CAC to develop recipes illustrating California’s vast array of music genres. The partnerships put the recipes together in a digital California avocado cookbook, and CAC is offering free downloads of the Summer Soundtrack recipe booklet in its blog, The Scoop. A dedicated email, promoted social posts, a blog post, and home page feature are all included in the program on CaliforniaAvocado.com.
The commission’s website was recently upgraded with redesigned and improved sections, according to a press release, which includes a user-friendly recipe section with advanced searching capabilities. Further, the website now provides personalization for those visiting, with suggested content related to the consumer and what is most practical for the time of day that the user is searching.
Made of California, CAC’s advertising campaign, will tread on through August to provide innovative digital and social programs that focus on consumers of California avocados. The organization hopes to help consumers find stores and restaurants where California avocados are distributed.
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