California Avocado Commission's Ken Melban Highlights Retail Strategies for Peak California Avocado Season

CALIFORNIA - Spring here in the Golden State means a few things: more sunny days, greener scenery, and peak California avocado season. With the 2026 crop forecast at approximately 330 million pounds, harvest is ramping up ahead of peak availability set to occur April through August. This means promotable volumes of premium fruit will be lining the produce department just as shoppers seek high-quality, seasonal produce for their spring and summer spreads.

“There is a strong seasonal story retailers can tell during this window,” shares Ken Melban, President of the California Avocado Commission. “While avocados are available year-round, California avocados have a defined season, and consumers respond when they understand that the fruit is freshly harvested and locally grown. Highlighting California origin during this period allows retailers to offer shoppers fruit known for its excellent eating quality and freshness, and gives them the pride of supporting domestic agriculture.”

As Melban goes on to explain, retail execution plays a critical role in maximizing California avocado sales.

One of the most effective ways retailers can communicate the value of California avocados is by clearly highlighting the California origin and the story behind the fruit. With today’s consumer increasingly valuing transparency in the food sector, California avocados offer a compelling story of locally grown fruit produced by family farmers who are deeply committed to responsible farming and environmental stewardship. Large, well-maintained displays with clear signage that calls out “California grown” help shoppers easily identify the fruit and make confident purchasing decisions.

“When the origin message is unmistakable at shelf, it strengthens the premium perception and encourages shoppers to choose California avocados. Signage, packaging and in-store messaging that showcase the California origin help reinforce these attributes and remind shoppers that they are purchasing fruit harvested close to home and delivered to stores within days,” Melban explains. “That freshness and proximity to market are meaningful advantages that differentiate California avocados in a globally supplied category.”

Retailers can also drive incremental sales by building displays around usage occasions. Aligning promotions with key seasonal events during the California season, such as Cinco de Mayo, Mother’s Day, and summer grilling occasions, can create strong demand spikes and reinforce avocados as a must-have ingredient for celebrations and everyday meals.

The California Avocado Commission works closely with its retail partners to offer customized programs that help communicate the story of California avocados at the point-of-purchase. This includes customized California-branded display bins, packaging, signage, and point-of-sale materials that clearly identify the fruit’s origin and help create impactful in-store displays.

CAC also supports retailers through digital and social media programs that inspire shoppers with recipe ideas and seasonal usage occasions while directing them to participating stores. Additionally, CAC provides consumer insights, promotional planning and seasonal marketing resources to help retailers execute strong programs during the peak California season.

“In a category that is increasingly supplied year-round from multiple origins, helping consumers understand when California avocados are in season creates excitement and encourages shoppers to specifically look for the California label,” Melban concludes. “When retailers lean into that seasonal moment with strong displays and clear messaging, it benefits the entire department. Avocados are a basket-building item, and when shoppers add avocados to their carts, they often purchase complementary ingredients as well. Ultimately, the goal is to make it easy for shoppers to recognize when California avocados are available and understand why they are worth choosing—premium quality fruit grown close to home and harvested at the peak of the season.”

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