California Avocado Commission Announces June as California Avocado Month
IRVINE, CA - Year after year, June means the sweet spot for promotable California avocado volumes is here, and 2018 will see no exception. Welcome to “California Avocado Month,” as June has been dubbed by the California Avocado Commission (CAC) since 2012. This year’s California Avocado Month is carrying on the tradition, celebrating the fruit with a full slate of marketing activities, including a partnership with online meal kit delivery service Chef’d.
“Many retailers already have plans in place for exciting California Avocado Month promotions, including programs with special displays, demos, and wellness components,” said Jan DeLyser, Vice President of Marketing. “CAC representatives are working closely with customers who merchandise California avocados, creating customized programs for the summer season.”
Aside from brick and mortar retail promotions, CAC is also tackling the e-commerce arena via a partnership with Chef’d. The Chef’d culinary team adapted the following four California avocado recipes into convenient meal kits that can be purchased online:
- California Avocado Grilled Pizza with Watercress Salad
- California Fish Tacos with Grilled Avocado and Pico de Gallo
- California Roll with Spicy Garlic Edamame
- Easy California Eggs Benedict with Citrus Salad
Beginning June 14, Chef’d will promote the kits on its website, in emails, in a blog post, and through social media. Additionally, the meal kit provider's website will feature a dedicated partner page showcasing information about the California avocado meal kit collection.
CAC will also be reaching its consumers through more targeted sponsorships at both the historic Grand Central Market in Los Angeles and the Pine Street Market in Portland. For the entire month of June, select vendors in each market will feature California avocado dishes at their restaurants, encouraging consumers to try unique and exciting menu applications. These sponsorships will be supported with social and digital content promoting the venues, the dishes, and California avocados.
CAC began drumming up support for California Avocado Month earlier in May, according to a press release, hosting media previews at these popular food halls. There, bloggers and other influential media were taught about California avocados from chefs and California avocado board members Rick Shade and Jessica Hunter and participating vendors treated the media to samples of their featured dishes.
“Media coverage of CAC’s Grand Central Market sponsorship last year exceeded 80 million impressions, and we’re anticipating even better pick up this year with the addition of Portland,” added DeLyser.
Additional CAC recipes will also be available through two-star Michelin Chef Josiah Citrin of Melisse in Santa Monica and Charcoal Venice, and Kevin Meehan of Kali. Theses chef recipes will be promoted online and via public relations outreach including blog posts and a press release.
AndNowUKnow will be continuing our coverage of California Avocado Month throughout June, so stay tuned for the latest and greatest in all things avocado.