California Avocado Marketing and Season Forecast Announced

The California Avocado Commission announced its marketing plans for 2023 along with the early season California crop forecast for its fiscal year 2022-23. The harvest estimate is 257 million pounds of avocados, which is a slight decrease compared to the 2021-22 season crop volume of 276 million pounds.

2021-2022 California Avocado Marketing Performance Highlights

At the California Avocado Commission Board of Directors meeting in November, CAC provided its fiscal year 2021-22 marketing performance report, known as the Dashboard. A summary of that report — which covers activity in the areas of consumer advertising, social media, consumer public relations, brand advocates, retail and foodservice programs, trade advertising and public relations as well as research highlights — follows.

Ken Melban Promoted to California Avocado Commission Vice President of Industry Affairs and Operations

The California Avocado Commission has promoted Ken Melban to vice president of industry affairs and operations. A produce veteran with extensive experience, Ken Melban joined the Commission in 2011 as director, issues management. In 2015 he was promoted to vice president, industry affairs.

California Avocado Commission Announces New President

The California Avocado Commission Board of Directors has selected produce veteran Jeff Oberman to become the organization’s new president, effective October 10, 2022. Mr. Oberman’s produce industry career has spanned 25 years so far. From 2020 to the present he served as vice president of sales – business development for PRO*ACT and was their vice president strategic programs for the prior two years.

California Avocado Commission Appoints Interim President

An active search continues for the role of California Avocado Commission president following the retirement of Tom Bellamore earlier this year. During the Commission’s August board meeting it was announced that Ken Melban has been appointed to the role of interim president of the Commission.