IRVINE, CA - It’s a celebration! What are we celebrating, you ask? The glory that is green gold, as June is California Avocado Month. To help retailers harness all this season has to offer, the California Avocado Commission (CAC) is implementing an integrated support plan including public relations outreach, retail promotions, foodservice chain programs, social media, and more.
“We promote California Avocado Month in June because it is in the heart of California avocado season,” said California Avocado Commission Vice President of Marketing Terry Splane. “Supply looks strong, with promotable volumes expected through Labor Day.”
Celebrating California Avocado Month the right way, the TODAY show featured a story from Al Roker’s TODAY All Day streaming series FAMILY STYLE about his visit to one of the oldest avocado groves in California, Rancho Vazquez in Azusa, California. The broadcast shared the history of avocados in the Golden State and showcased Roker picking and enjoying fresh, delicious California avocados.
To further amplify California avocado demand, CAC has partnered with California Chef Brooke Williamson to create two fresh and unique California avocado-inspired dishes for summer. Widely known as a winner of Bravo’s Top Chef, the first winner of Food Network’s Tournament of Champions, and most recently as one of the three titans on the Food Network’s new cut-throat competition Bobby’s Triple Threat, Williamson has a deep appreciation for in-season produce. Her love of California-inspired cuisine is highlighted in her Braised Short Rib on California Avocado Tahini Puree and California Avocado Chocolate Mousse Layer Cake, which is featured at Chef Williamson’s popular beachside restaurant in Playa del Rey, Playa Provisions, during the month of June.
Social media outreach directed to California avocados’ nearly 400,000 social followers as well as to Chef Williamson’s fans is a key component of CAC’s marketing support. For California Avocado Month, the Commission delivered an email to its more than 180,000 subscribers, featuring fresh recipe inspirations and noteworthy sustainability information, a press release noted.
“Select retailers and foodservice operators are featuring California Avocado Month in their customer outreach this month,” added Splane. “It’s exciting to see the program broadened by retailers and foodservice chains who extend the news to their shoppers and guests via cooperative promotions.”
How will you celebrate California Avocado Month? For sales-driving strategies and more, keep clicking on ANUK.