The strong supply of avocados from California comes as the state hits peak availability on the fruit. "Promotable volume is expected to continue through the July 4th holiday period and then begin to slowly taper off," says Terry Splane, vice president marketing for the California Avocado Commission.
While a mid-season forecast on the timing of the season and the overall volume is expected at the end of this month, early reports indicate that the state's avocado supply is projected to be around the same as last year in May and June. It's expected that promotable volume will continue through the July 4th holiday period and then begin to slowly wind down after August. "With American summer holidays like Memorial Day, Flag Day, and Independence Day, now is an excellent time for retailers to include locally grown and sustainably farmed California avocados in their patriotic promotions," says Splane.
What is different this season is movement and demand which are strong. "Demand in April was quite strong and the percentage of the crop that has been harvested this year is ahead of last year. About 25 percent of the California avocado crop has been picked," says Splane, adding that overall market conditions did encourage harvesting in April–conditions CAC hopes will continue to be favorable.
California avocado growers from the Lamb family of Camlam Farms, photographed during the filming of the Commission's new advertising campaign. Photo: California Avocado Commission.
Marketing initiatives
To help further movement, the association's new consumer advertising campaign, "What's inside a California avocado," focuses on "locally grown and sustainably farmed," fruit. "For our brand, we need to ensure our targeted consumers not only want to buy avocados but that they are aware of what differentiates California avocados and when and where they are available to purchase," says Splane.
That means leaning into the message that California avocados are not only locally grown but also ethically sourced and farmed using environmentally friendly farming practices. The campaign will also include more customized promotion support with retailers and foodservice operators.
Of course, this Sunday is also Cinco de Mayo, a holiday strongly associated with avocado consumption. "With it on a Sunday this year and marketing support from across the industry, I would expect a solid avocado sales event, especially in the West," says Splane, noting that California avocado shipments for the last two weeks look similar to last year.
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751
MMorrow@avocado.org
www.californiaavocado.com