Harvest is building for California avocado growers.
Jan DeLyser, vice-president marketing for the California Avocado Commission based in Irvine, CA says that while some local California retailers have had local supplies of avocados for some time now, some major chains are transitioning to California fruit.
The CAC forecast for its fiscal year 2020-21 (which runs November through to October) is 292 million lbs. of avocados. “This is less than the crop volume last year but still in the range of an “average” size. There’s promotable volume available,” says DeLyser.
California avocado grower Sal Dominguez. Photo: California Avocado Commission.
March gained momentum
DeLyser notes that harvest started earlier last year but this year’s harvest has ramped up throughout March. “Our forecast for a 15-week period of peak availability from April through August is very similar to last year,” she says.
With less rain this season though, there may be fewer extra-large sizes--36s and 30s--available. “But there are a variety of sizes available to meet most needs,” says DeLyser.
Spring through summer is the period of the greatest California avocado availability this year. To maximize this availability, the CAC has launched advertising campaigns and other marketing initiatives including brand advocate outreach. “Springtime merchandising, including themed programs around Easter, Cinco de Mayo and Mother’s Day all fit very well with in-season California avocados,” says DeLyser. “Our marketing challenge is to achieve the premium price warranted by the avocados grown by California farmers.”
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751
MMorrow@avocado.org
www.californiaavocado.com/