Washington D.C. – In a first-of-its kind marketing mash-up, the World Avocado Organization (WAO), California Avocado Commission (CAC), and Peruvian Avocado Commission (PAC) have partnered to sponsor the Michelin Guide for California launch event and 2019 Star Revelation, June 3 at the Paséa Hotel in Huntington Beach, CA. Notably, the avocado is the first non-processed agricultural product collaboration in the 119-year history of the Michelin Guide.
“Avocados are a top, trending menu ingredient,” according to Xavier Equihua, President & CEO of WAO and PAC. “It made sense, then, that several of the world’s leading avocado industry organizations would join forces to be part of this brand-new Michelin Guide, recognizing top California restaurants – many of whom feature our favorite ingredient on their menus.”
“The Hass avocado, which now accounts for about 80 percent of all avocados eaten worldwide, has California roots,” notes Jan DeLyser, California Avocado Commission Vice President of Marketing. “In the late 1920s, California grower Rudolph Hass revisited the avocado tree he had planted as a seed years earlier. The unique taste of its fruit piqued his interest, as it was richer and nuttier than other avocados he had tried. Soon chefs were clamoring for the black, pebbly skinned avocado, so he patented the Hass variety in 1935.”
Avocados are the only agricultural product featured in the Revelation. As part of the festivities, special edition cookbooks from the World Avocado Organization will be featured. Chefs awarded Michelin Stars during the Revelation will receive an “Avocado Star” tribute created by Colette Dike of Fooddeco, Holland. San Francisco Michelin Star awardee Mourad will showcase deliciously innovative avocado-inspired menu items, and avocado beer and avocado margaritas will be served.
The Michelin Guide was first introduced in 1900 in France, and has since become a beacon of fine dining. Top restaurants can receive up to three coveted “Michelin Stars” for excellence. Michelin published its first American guide in 2005, for New York City. Guides were subsequently added for San Francisco, Chicago, and Washington D.C. The new Michelin Guide of California marks an unprecedented expansion, as the first regional guide of the United States. It will include restaurants in greater Los Angeles, Monterey, Orange County, Sacramento, San Diego, and Santa Barbara.
“We are extremely proud to help launch the Michelin Guide for California, and look forward to an exciting and rich collaboration,” added Xavier Equihua.
World Avocado Organization (WAO)
Established in 2016, the World Avocado Organization is an international association representing the leading producers, exporters and importers of avocados, including Peru, South Africa, Colombia, Spain, Tanzania, Mozambique, Zimbabwe, Mexico and the United States. The primary objective of the association is to spread the word of the avocado around the world and to promote its consumption thanks to its nutritional values and its recognized health benefits.
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California Avocado Commission
Created in 1978, the California Avocado Commission strives to enhance the premium positioning of California avocados through advertising, promotion and public relations, and engages in related industry activities. California avocados are cultivated with uncompromising dedication to quality and freshness, by more than 3,000 growers in the Golden State. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry. Visit CaliforniaAvocado.com, or join us on Facebook at Facebook.com/CaliforniaAvocados and @CA_Avocados on Twitter, Pinterest and Instagram for updates.
Peruvian Avocado Commission
The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2011 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the U.S. Department of Agriculture.
Detailed information regarding these programs will be announced throughout the season. Avocados from Peru will be available in the U.S. through September. For more information about the PAC please visit www.avocadosfromperu.com or email firstname.lastname@example.org