The California Avocado Commission Celebrates California Avocado Month
IRVINE, CA - June is officially in full swing, and that means California avocados are going to be more prominent across the shelves and consumers’ plates as the industry continues to celebrate California Avocado Month. To help further spread the green fruit joy, the California Avocado Commission (CAC) is stepping up this year’s marketing activity to include a bevy of promotions and strategies for retail, foodservice, and more.
“California Avocado Month helps communicate the premium quality of California avocados and draws attention to peak season availability,” said Jan DeLyser, Vice President of Marketing. “June is an excellent time for California avocado promotions.”
Resplendent with a recipe contest, a drive-in movie event, chef recipes, social media support, public relations outreach, and more, California avocado support programs are taking place throughout the month of June. Concurrently, CAC is supporting customized retail and foodservice promotions that drive awareness of California avocados at point of purchase.
Launched earlier in the spring, CAC worked with its third-party editorial partner, Modern Luxury, to host a crowdsourced recipe contest featuring California avocados as the hero of BBQ/grilling recipes, entrées, and side dishes. According to the release, Modern Luxury has regional credibility and authenticity with a premium audience, reaching a targeted group of consumers across California while communicating the fruit’s exceptional quality and superiority through the partnership. The winning recipe will be announced later this month via public relations outreach and online, recognizing California Avocado Month and encouraging consumers to purchase the fruit at the peak of the season.
Continuing the momentum, CAC is hosting a free summer drive-in movie event in an Orange County, California, mall for local residents, media, and influencers. The event will feature Angels in the Outfield, a classic family film that leans into the California culture and lifestyle that California avocados embody. CAC has partnered with Los Angeles-based Chef Edwin Charles Redway (better known as “Chef E Dubble”) to develop two delicious and unique California avocado-inspired recipes that will be shared with event attendees to recreate in the comfort of their homes: Smoked California Avocado Jerk Chicken Skewers and Fried California Avocado Toast with Caramelized Bacon and Arugula.
“The commission is leveraging the ongoing trend of cooking and enjoying meals at home and also working within state and local health guidelines to offer consumers a fun, socially distanced event,” said DeLyser. “We tie it together with support for retailers and foodservice partners by directing California avocado fans to their locations.”
Leading up to the event, Chef E Dubble will preview his summer-inspired California avocado recipes on his Instagram page and host a giveaway for consumers to win a California avocado VIP gift box complete with drive-in movie essentials. Before the movie event starts, the chef will welcome attendees during a short pre-show video, sharing why he loves California avocados and encouraging all to try his recipes at home. Broadening the reach of the drive-in promotion, CAC will distribute a mat release to encourage awareness of California Avocado Month and showcase one of the chef’s newly developed summer recipes featuring California avocados.
Starting on June 1, CAC began rolling out social content across California avocado-owned channels with messaging about California Avocado Month, including recipes, engagement with user-generated content, resharing of blogger and partner assets, and communications that encourage consumers to utilize the Store Locator on its site.
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