The California Avocado Commission Promotes June as California Avocado Month
IRVINE, CA - The California Avocado Commission (CAC) had announced June as “California Avocado Month,” and the group is gearing up to promote the fruit with an integrated marketing campaign. All activity with foodservice operators, retailers, chefs, dietitians, bloggers and consumers throughout the month is focusing on both the California avocado season, and the origin of the fruit.
“It’s exciting to have third-party influencers and even customers tell the California Avocado Month story,” said Jan DeLyser, Vice President of Marketing for CAC. “Marketing activities like these encourage consumers to expand their consumption of California avocados.”
One promotion, by restaurant chain California Tortilla, is an example of a foodservice operator getting involved with CAC’s program. The chain is celebrating California avocados all month with flyers, social media and in-store point-of-sale material that features an open avocado, the Hand Grown in California logo and the edgy headline, “You Don’t See Kale Getting Its Own Month.” California Tortilla also invited its patrons to free chips and guac (with purchase) on June 17.
According to a press release, California Avocado Month retail activity includes product demonstrations, in-store activity and “meet the grower” events, as well as supermarket registered dietitians’ consumer programs. For example, on Colorado’s Channel 2 news, King Sooper’s dietitian mentioned California Avocado Month as well as shared tips for using California avocados at breakfast time, in smoothies and salad dressing.
Public relations support of California Avocado Month is also kicking off, with an artisan chef media dinner taking place on June 4 at celebrity chef Curtis Stone’s Maude restaurant in Los Angeles. The event encouraged media to develop coverage around California avocados, and offered seventeen influential media representatives a chance to attend a 10-course avocado-centric meal that showcased the versatility of California avocados in various dishes.
Through registered dieticians, CAC’s public relations outreach has resulted in more than 10 million media impressions for California Avocado Month to date. Maggie Moon, author of "The Elimination Diet Workbook" went live on the Livestrong.com blog, posting on "26 Things You Didn't Know About Avocados.” Moon noted June as California Avocado Month, and provided reasons why to choose California avocados. Manuel Villacorta, author of "Eating Free," "Peruvian Power Foods" and "Whole Body Reboot," also featured California Avocados in a segment on California Superfoods that aired live on the Spanish language program "Al Despertar" on Univision 14 in the California Bay Area. Villacorta is also cross-promoting the segment on his social media channels.
