New consumer blog launched by California Avocado Commission

The California Avocado Commission (CAC) recently introduced the latest in its communication efforts designed to encourage demand and increase awareness of California avocados: The Scoop blog. With about 77 percent of Internet users reading blogs and nearly one-third of consumers saying that blogs influence a purchase decision more than any other media or social channel, CAC’s blog launch is maximizing its ability to personalize consumer marketing communications.

“CAC continuously upgrades communication vehicles to be in sync with consumer behaviour,” said Jan DeLyser, CAC vice president of marketing. “The goal of The Scoop blog is to be the hub of compelling content that resonates with California avocado’s target audience and brings the heart of the brand to life.”

The Scoop content will centre on four content areas: culinary; wellness and nutrition; holidays and eating occasions; and news and articles about California avocados, consumer stories and will integrate with CAC campaigns. CAC recipes plus recipes from blogger partners and other credible sources will support key initiatives. The blog will incorporate California avocados into timely food trends, feature artisan chefs and provide cooking tips for home chefs of all experience levels. Content also will align with Commission marketing plans around American summer holidays, with a special emphasis on the 4th of July.

“The California avocado season timing is expected to be somewhat condensed this year, with peak availability form mid-April through Labor Day.” said DeLyser. “We timed the launch of The Scoop blog to encourage readers to check avocado labels for “California” and to ask for the fruit at retail and foodservice establishments as the season gets underway. There’s nothing more powerful than consumer demand.”

For more information:
Marji Morrow
California Avocado Commission
Tel: +1 323-456-6751
Email: MMorrow@Avocado.org
CaliforniaAvocado.com