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CAC plans Cinco de Mayo promotion

US: Record-breaking 87.3 million pounds of avocados expected to be consumed

The California Avocado Commission (CAC) is gearing up for a big Cinco de Mayo push with celebrity chefs, media outreach, online and social media promotion along with retailer support. This year’s estimate for avocado consumption in the USA for Cinco de Mayo celebrations is expected to be 87.3 million pounds, and California avocado availability is forecasted to be very good, with good sizing and excellent quality.

“The California avocado season is well underway, and Cinco de Mayo is an excellent time for us to promote,” said Jan DeLyser, CAC vice president of marketing. “CAC is working with retailers to provide customized support to build an outstanding spring through fall season, and the Cinco de Mayo festivities are a key component.”

CAC will once again tap into the talents of the Too Hot Tamales, celebrity chefs Mary Sue Milliken and Susan Feniger, to promote Cinco de Mayo California avocado recipes through media outreach. This year May 5th falls on a Sunday, so the chefs have focused on Cinco de Mayo brunch recipes including California Avocado Chorizo Egg-in-the-Hole and Crispy Black Bean Corn Cakes with Smoky California Avocado Salsa.

“We love California avocado season because the fruit is just so fresh and delicious, it’s perfect not just for Cinco de Mayo but for many, many dishes” said Chef Susan Feniger. Partner chef Mary Sue Milliken added, “It’s a natural for us to endorse California avocados because we love the versatility of avocados and really believe in the premium quality of those from California.”

Online and social media promotion figures prominently in CAC’s plans, including a Cinco de Mayo microsite. Since the festivity occurs on a Sunday this year, the microsite will include brunch recipes and will promote ideas to “celebrate Cinco all weekend long”. CAC’s Facebook page, which now has more than 157,000 fans, will offer a Cinco de Mayo sweepstakes with a chance for consumers to win cash and fresh California avocados. Online banner advertising will support the activities, and to extend the program reach, blogger ambassadors will promote the CAC chef recipes as well as some of their own Cinco de Mayo recipes featuring California avocados. A CAC-sponsored blogger recipe contest is expected to generate a lot of interest.

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