IRVINE, CA - The California Avocado Commission (CAC) has a theory: if a restaurant menu item has “California” in the name, it usually means there is avocado in the dish. With this idea in mind, the Commission has created marketing programs centered around “iconic California” recipes as a way to promote California avocados via retail programs.
“We have been actively developing and implementing these programs timed to California avocado peak volume from May through the summer,” said Jan DeLyser, Vice President, Marketing, in a press release. “Key promotion opportunities for California avocados in May include Cinco de Mayo, Mother’s Day, and Memorial Day weekend. Promotable volume should continue through Labor Day.”
Featuring popular recipes like the California Burger, California Eggs Benedict, and California Caesar Salad, CAC, in partnership with retailers, developed a series of recipe videos that focus on where California avocados are in distribution. The videos also build on other marketing activities specific to retailers, like in-store radio media, merchandizing programs, supermarket dietitian promotions, and more.
“According to 2016 IRI data, the west and California have the highest household penetration for avocados, at 62.5 percent and 70.6 percent respectively, compared to 52.2 percent for the nation,” said DeLyser. “So, to continue building the California avocado business—and category development—CAC provides California avocado fans with inspiration to go back to retailers and purchase avocados more often.”
In partnership with multiple digital partners, including Food52 and Tasty, CAC also worked with two chef spokespeople—Chef Josiah Citrin of Charcoal Venice and Chef Kevin Meehan of Kali—who created recipes offering new twists on California recipes like Linguine with California Avocado Pesto and Cherry Tomatoes, and Charred California Avocado Salad with Pistachio Gremolata. These recipes and more are featured on CaliforniaAvocado.com, as well as CAC’s consumer media press release and social channels.
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