IRVINE, CA - Often when looking toward upcoming industry events, it is all about new products, packs, and labels. But fresh produce is also about the people, and California Avocado Commission (CAC) has an exciting introduction to make in this arena at the upcoming Global Produce & Floral Show.

As we recently reported, produce veteran and industry friend Jeff Oberman has joined the Commission’s leadership team as the new President.

“We are thrilled that Jeff is joining our team and that he will attend the IFPA (International Fresh Produce Association) show. So, a key part of the show will be giving our customers and industry colleagues an opportunity to meet Jeff and for him to meet those he doesn’t already know,” Jan DeLyser, Vice President Marketing, shared.

As someone who met Jeff early in my own career—that is a whole other story to tell!—I can attest that he is a memorable and impactful person to know. So, those who don’t yet will certainly want to make their way to booth #2343 to meet and greet Jeff and the team.

“Supply challenges from various origins in 2022 dampened the category’s potential for volume growth, but demand led to high prices and total sales growth,” Jan explained. “In my experience, predicting the California avocado season too far in advance is not wise because weather can make a big difference in crop size and timing. Yet, every year has its own challenges and opportunities!”

So, while it is too soon to tell what’s around the corner, CAC will be showcasing its the best avocados have California in them campaign. According to the team, data from the 2022 California avocado tracking study will help those tending the booth demonstrate consumer preference for California avocados and the premium advantage of California avocados for retailers.

“The show helps us set the stage for the 2023 crop and to plant seeds for customized California avocado support programs with targeted booth visitors. Our whole team is looking forward to seeing customers and colleagues in person at the first IFPA Global Produce & Floral Show,” Jan shared before reflecting on the path leading up to this inaugural event under a brand-new IFPA. “CAC supported PMA and PMA Fresh Summit since the Commission’s inception and before when the organization was an Advisory Board, and we found significant value in that event over the decades that we have exhibited. The opportunity to get inspired and learn about new trends and other information is valuable, and the personal connections are invaluable.”

Be sure to check out booth #2343 when you are in Orlando, Florida, come showtime, October 28–29, 2022.

California Avocado Commission