June usually is in the sweet spot of promotable California avocado volume, and this year is no exception. In June 2010 the California Avocado Commission (CAC) introduced California Avocado week, and since 2012 has marketed June as “California Avocado Month”. The celebration continues this season with a full slate of marketing activity to support the fruit’s peak availability.
“Many retailers already have plans in place for exciting California Avocado Month promotions, including programs with special displays, demos and wellness components,” said DeLyser. “CAC representatives are working closely with customers who merchandise California avocados, creating customized programs for the summer season.”
In addition to support for retailers, the Commission’s California Avocado Month activities this year include a sponsorship of the historic Grand Central Market in Los Angeles and the Pine Street Market in Portland. For the entire month of June, select market vendors will feature California avocado dishes at their restaurants, encouraging consumers to try the fruit in unique menu applications. This activity will be supported with social and digital content promoting the venues, the dishes and California avocados.
Jan DeLyser addressing attendees at the Grand Central Market California Avocado Month preview event. Image: California Avocado Commission
In late May, CAC hosted media previews at these food halls. Bloggers and other influential media learned about California avocados from the chefs and California Avocado Board members Rick Shade and Jessica Hunter. The participating vendors treated the media to samples of their featured dishes and shared their passion for using fresh, in-season produce such as California avocados.
“Media coverage of CAC’s Grand Central Market sponsorship last year exceeded 80 million impressions, and we’re anticipating even better pick up this year with the addition of Portland,” said Jan DeLyser, California Avocado Commission vice president marketing. New for this year’s California Avocado Month activity, CAC has partnered with Chef’d.com, an online meal kit delivery service. The Chef’d culinary team adapted four iconic California avocado recipes into convenient meal kits that can be purchased online. The California avocado recipe collection includes: California Avocado Grilled Pizza with Watercress Salad, California Fish Tacos with Grilled Avocado and Pico de Gallo, California Roll with Spicy Garlic Edamame and Easy California Eggs Benedict with Citrus Salad. Beginning June 14, Chef’d will promote the kits on their website, in emails, in a blog post and via social media. The website will feature a dedicated partner page showcasing the California avocado meal kit collection and information about California avocados.
CAC also is utilizing chef spokespeople, including two-star Michelin chef Josiah Citrin of Melisse in Santa Monica and Charcoal Venice along with Kevin Meehan of Kali, who have created recipes for California Avocado Month. The chef recipes will be promoted online and via public relations outreach including blog posts and a press release.
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751