IRVINE, CA - Communication. The word seems simple enough to understand, but the inner workings of its meaning are infinitely complex. In this industry, communication is everything, and the California Avocado Commission (CAC) knows this well. CAC has a number of important partners and stakeholders, including the roughly 3,000 avocado growers in California who are represented by the organization.
“Communication with growers is important to serving their needs and letting them know how CAC is supporting them,” explains Jan DeLyser, Vice President of Marketing. “This happens through Board and committee representation, meetings, and reports as well as regular communications such as a semi-monthly e-newsletter and quarterly magazine for the growers and other stakeholders.”
The companies who pack the growers’ avocados, also known as handlers, are a critical link in CAC’s communication chain, Jan tells me. The commission’s marketing team, including retail marketing directors and foodservice reps, regularly communicate with handlers to coordinate customer-specific programs.
“The commission’s marketing committee is a volunteer group of California avocado handlers and growers who meet throughout the year to review marketing plans and provide and receive information that assists in linking the timing of marketing support with California avocado availability,” says Jan. “The committee does not discuss pricing or other sensitive information, but the open discussion about supply and California avocado marketing helps build efficient and effective programs.”
Of course, on the other end of the supply chain are retailers and foodservice operators, who are also incredibly important partners to CAC.
“California avocado trade customers such as these are the all-important gatekeepers who determine if CA avocados will be available for consumers to purchase. So, naturally, the commission is diligent in sharing information and encouraging customer loyalty,” Jan continues. “Our retail marketing directors and our foodservice team are the frontline partners with trade customers.”
One way that CAC places an emphasis on communication is through meetings and sessions that take place prior to each California avocado season. The commission team presents plans and information to handlers who represent 96 percent of California avocado volume, and the handlers can use this information to communicate with customers.
And, on December 15, CAC’s marketing committee, led by Chair Gary Caloroso of Giumarra Companies, met with the CAC marketing team to review the prior season and discuss plans for the 2023 season.
“The live interaction between committee members and the CAC team helps paint a clear picture of market expectations. Of course, this is the produce industry and conditions often change. I like to say that no two years are alike in the world of avocados, and this variability means frequent communication is very important,” Jan relays. “We schedule virtual or hybrid meetings throughout the season and as needed our team gathers information from the grower, handler, and customer network to help provide reliable service and support.”
Over the course of more than four decades, CAC has communicated with targeted avocado consumers, building brand awareness and preference for California avocados. As Jan notes, this has been critical to building demand and realizing premium pricing for the fruit when it is in season.
“The vehicles the commission uses to communicate with consumers have changed over time, with the advent of new marketing methods and platforms, but the importance of consumer communication remains paramount,” she adds.
On a final note, Jan divulges that the commission is working on a forecast for the 2023 California avocado season and will announce that early in the year.
Stay tuned for more updates from this integral organization.
