California Avocado Commission Shares Crop Forecast and Plans

The official crop forecast for the California Avocado Commission’s fiscal year 2023-24 is 208 million pounds, compared to the prior year volume of 237 million pounds. Weather and market conditions will be key factors for when California avocado growers begin harvesting. The potential for a wet winter may encourage some growers to delay picking to allow their avocados time to increase in size, which could in turn increase the crop volume.

California Avocado Commission Selects Curious Plot as New Agency of Record

The California Avocado Commission announced the selection of Curious Plot as its new agency of record. In the spring and summer of 2023, the Commission began a search to find a new consumer marketing agency that could conduct both consumer advertising and consumer public relations activities, thus streamlining agency management and gaining consistency in voice.

Ken Melban and Terry Splane to Serve as Co-Executive Leaders of California Avocado Commission

November 21, 2023 California Avocado Commission

At its November 16 Board meeting, the newly-elected California Avocado Commission Board of Directors named current CAC Vice President of Industry Affairs and Operations, Ken Melban, and Vice President of Marketing Terry Splane as co-executive leaders of the organization, effective immediately. During the same meeting the Board elected its new slate of officers, including California avocado growers Jason Cole, chair; Rachael Laenen, vice chair; Daryn Miller, secretary; and Maureen Cottingham, treasurer.

CAC Successfully Petitions USDA, Hass Avocados Removed as Host in Oriental Fruit Fly Quarantine

On September 27, 2023, the United States Department of Agriculture’s Animal and Plant Health Inspection Service and the California Department of Food and Agriculture established an Oriental Fruit Fly (OFF) quarantine in San Bernardino and Riverside Counties, California, The OFF quarantine area, which includes avocado production regions, listed Hass avocados as a host, which was inconsistent with USDA’s Mediterranean Fruit Fly and Mexican Fruit Fly host lists that do not include Hass avocados.

California Avocado Commission Introduces New Marketing Approach at IFPA Global Produce & Floral Show

The California Avocado Commission marketing team took advantage of the second annual International Fresh Produce Association Global Produce & Floral Show to announce big changes in how it will manage its marketing program going forward.