California Avocado Harvest on Track for 330 Million-Pound Crop; Ken Melban Comments

FULLERTON, CA - The California Avocado Commission’s mid-season forecast confirmed that the projected harvest still aligns with its original estimate of 330 million pounds of avocados. California’s volume ramped up significantly in May and June to satisfy consumer demand, bolstered by the Commission’s increased focus on customized support for retailers who merchandise fresh, in-season California avocados.

“We have had very positive responses from retailers about this year’s demand-building marketing programs and a renewed emphasis on customized programs for retailers,” said Ken Melban, CAC president, in the recent release. “We’re seeing impressive results in distribution and seasonal commitments.”

CAC’s retail support programs this season include customized display bins and signage featuring California avocado growers, in-store and online digital advertising, Connected TV/streaming video, digital coupons, sales contests, ad flyers, demos, and social media outreach. Customer-specific programs include social media series, newsletter integrations, and activations with local influencers.

California avocado consumer advertising continues to support the brand through the summer in targeted markets. In addition to Connected TV/streaming video, digital, and out-of-home media will reach target consumers with CAC’s Voice of the Grower campaign, an authentic evolution of CAC’s marketing efforts that showcases growers talking about their avocados in their own words. Performance of targeted ads via an online shopping delivery service is exceeding the Commission’s expectations.

“This year’s crop of fresh, responsibly farmed California avocados is showing good sizing with outstanding quality,” said Melban. “With about 100 million pounds still to be harvested, now is an excellent time for retailers to promote this locally grown fruit and to support domestic agricultural production.”