IRVINE, Calif. (February 16, 2010) Early season shipments of California avocados have started, with volume expected to increase in February and March. The California Avocado Commission (CAC) expects broad availability in April through September, and has announced plans for a marketing campaign to support the fruit nationwide.
The heavy rainstorms in California in January were welcomed by most growers because the moisture enhances fruit sizing, said Tom Bellamore, president of CAC. The forecast for this seasons crop is in excess of 470 million pounds with exceptional quality, which means national distribution of California avocados will be available.
According to data from IRI/Fresh Look, retail avocado dollar sales from April through September, when California avocados are at the peak of their season, have outpaced the prior six months for the past three years. This equates to an additional $292 million retail dollars and 116 million more avocados in just three seasons. CAC hopes to continue this trend, encouraging demand at retail and foodservice via a fresh approach to its well-received California avocado grower marketing campaign.
This season CACs campaign will take on heightened California branding. Appealing to consumer interest in the locally-grown movement and the American farmer, the California avocado grower story will continue, but with a fresh graphic look that emphasizes California heritage and craftsmanship.
To build consumer demand for California avocados, CAC plans to advertise nationally in epicurean and lifestyle magazines as well as in online media. CACs campaign will overlay that support with radio, billboards, health club posters and shopping cart ads in more mature avocado markets.
We will invest nine million dollars in marketing this year, which is similar to the Commissions marketing budget during 2005-06, the year of the largest California crop in history, said Bellamore.
Online marketing and public relations continue to play a significant role in the Commissions consumer outreach. A fresh design of CaliforniaAvocado.com will highlight the Insist on California Avocados message and encourage expanded avocado usage. CAC will also engage with loyal fans and advocates via social media, including Facebook, Twitter and YouTube, with frequent news and videos from California avocado growers and renowned chefs.
Grower and celebrity stories will focus on local farming and community, along with health and wellness lifestyles. Artisan chef features will be designed to appeal to consumer interest in artisan and hand-crafted foods. Together, CACs media outreach, recipe newsletters and social media marketing will put a personal stamp on the California experience.
In the retail arena, California avocado merchandising will include display bins, recipe cards, point-of-sale material, market-specific overlays and support to implement avocado handling best practices.
Foodservice is another key component of CACs plan to increase demand for California avocados. Innovative menu concepts and customized menu promotions during California avocado peak season will support foodservice operators and management companies. CAC also conducts training and customized educational programs for foodservice operators, editors and market influencers.
With an integrated line up of consumer advertising, public relations, online marketing, social media, retail support and foodservice programs, CAC is anticipating continued strong consumer demand for California avocados this season.
Source: Marji Morrow, California Avocado Commission
Photo: Tom Bellamore, CAC president