IRVINE, CA - The California Avocado Commission (CAC) will continue on for another five years, growers determined by popular vote.

“The affirmation of California avocado growers for their Commission clearly demonstrates the value they see in this organization,” Doug O’Hara, CAC Chairman, said in a press release. “The Board and management of the Commission are dedicated to fostering a vibrant California avocado industry and enhancing grower returns through effective marketing, industry affairs and production research programs. The continued influx of imported avocados into the United States presents a challenging reality for California avocado growers, and it is critical for CAC to encourage demand and bolster the premium position of California avocados.”

The California Department of Food and Agriculture (CDFA) informed the commission that voting results showed that 84 percent of voting producers supported CAC’s continuation, well above the requirement of a majority vote.

“The California avocado industry has supported the Commission for nearly four decades,” Tom Bellamore, President of CAC, stated in the release. “With this referendum vote we rededicate our commitment to foster a vibrant industry through the premium California avocado brand, innovative marketing and continual industry advances.”

With that, Bellamore said that CAC would continue to target consumers and trade partners who demonstrate loyalty to, and recognize, the value of California Avocados.

“CAC will continue to maximize grower investment by pushing the boundaries of new marketing frontiers,” he concluded.

To be at the forefront of marketing creativity is key to building the California avocado brand and consumer demand, according to the commission.

Mandatory assessments from producers in the state fund the Commission operations and programs. By law, CAC required to be subject to vote every five years with a majority of producers submitting and voting in favor of continuation.

With this latest result, California growers have determined to continue that program through 2021.