IRVINE, Calif. (July 14, 2010) – Artisan chefs participating in a creative consumer outreach program designed by The California Avocado Commission (CAC) are getting up close and personal with culinary media and consumers to encourage demand for California avocados in season. Some of the chefs host impressive media dinners while others contribute to media features on radio, television and print. The artisan chefs also spotlight innovative California avocado dishes at their renowned restaurants and at special events.
“The target market for California avocados appreciates the culinary arts and premium ingredients, said Jan DeLyser, vice president of marketing for the Commission. “CAC’s artisan chefs directly reach valuable shoppers in that target as well as important media who influence a broad audience.”
In Dallas, chef Kent Rathbun of Abacus (Dallas), Jasper’s (Plano), Rathbun’s Blue Plate Kitchen (Dallas) and Zea’s Woodfire Grill (Plano), recently hosted 12 influential media guests, ranging from the biggest newspaper in the city to popular food bloggers. The media experienced creative recipes designed to expand avocado usage, including such dishes as chef Rathbun’s Spicy Tempura California Avocado and Rock Shrimp with Creamy Tofu and Yuzu Sauce and Chipotle Bacon Wrapped Duck Breast with California Avocado, Maple-Black Pepper Glaze.
In San Francisco, chef Mark Dommen of One Market hosted 14 media guests including the San Jose Mercury News, Sunset magazine and local food bloggers. Chef Dommen demonstrated several ways he likes to work with fresh California avocados in season, including Alaskan Halibut “Sous Vide” with California Avocado “Hollandaise,” Grilled Asparagus and Quail Egg; and a Meyer Lemon-Olive Oil Cake with California Avocado Ice Cream, Strawberries and Almonds.
CAC’s artisan chef activities have spanned a broad array of creative outreach. This year the Commission designated the week of June 7-14 as an “unofficial California Avocado Week.” Artisan chefs created specials featuring California avocados and promoted them via their restaurant menus, e-newsletters, Facebook® pages and Twitter® tweets. Participating chefs included Rathbun and Dommen along with Mike & Molly Fagnoni of Hawks (Sacramento), Eric Tanaka of Tom Douglas Restaurants (Seattle) and Carol Wallack of Sola Restaurant (Chicago).
Chef Trey Foshee of George’s at the Cove (San Diego) also advocated California avocados in season on the weekend morning news show on XETV-TV (CW). A San Diego Union-Tribune feature covered chef Foshee’s restaurant and included one of his California avocado dishes.
CAC extended its consumer culinary outreach by participating in Disney’s California Food and Wine Festival with a California Avocado and Chipotle Slider recipe created by San Diego chef Jeff Rossman.
“We’ve seen excellent results to date and additional coverage is scheduled with an article in the Chicago Sun-Times as well as a television segment on Good Day Dallas,” said DeLyser. “These artisan chefs provide an authentic voice and are positive media influencers to help spread the California avocado story.”
Source: California Avocado Commission
