California Avocado Commission Announces New Marketing Approach with Lori Small as Marketing Manager; Terry Splane Comments
IRVINE, CA - As I oft say: go big, then go home. It’s easier to do when you’re playing on your home court, though, as is the case with the California Avocado Commission (CAC). CAC’s marketing team recently took to the second annual International Fresh Produce Association Global Produce & Floral Show (GPFS) in Anaheim to announce big changes in how it will manage its marketing program going forward with its newest hire: Lori Small.
Small has extensive communications experience in the food and agriculture categories, including working on the California Avocado Commission account at CAC’s prior PR agency for more than a decade. As noted in the release, the commission hired Small in October as a Marketing Manager to help bring some communications activities in-house.
CAC further noted the decision to work on communications internally came about when Terry Splane took on his Vice President of Marketing role in March.
Splane has worked with the commission staff and Board of Directors to set a new direction tightly focused on the California brand with an emphasis on targeting and investment efficiencies. A key part of the plan is to consolidate consumer advertising and public relations activities from two agencies to one.
“Lori is a strategic thinker and creative communicator, and since she’s very familiar with the California Avocados brand, the market, and the industry, her hire is bringing incredible value to our organization on multiple levels,” explained Splane.
CAC held an extensive agency search this past summer and will formally announce the newly selected agency in the coming weeks. The team gave a glimpse into its plans at the recent GPFS this past weekend in Anaheim, California.
“2023 marks the 45th anniversary of the California Avocado Commission and its efforts to promote our premium fruit,” said Splane. “This was my first GP&FS show, and it provided an excellent opportunity to meet with customers, the media, California avocado packers, and growers, and to share news about the evolution of our marketing support programs.”
Congratulations to Lori Small, and we here at ANUK can’t wait to see what CAC has up its sleeves.
