California Avocado Commission Builds Anticipation For Upcoming Season
- by Maggie Mead
IRVINE, CA - It’s that time of year again—the ‘cados are coming, and I, for one, couldn’t be happier. This year, the California Avocado Commission (CAC) is working on building hype for the upcoming California avocado season, focusing on consumers, social media, and working with retailers and foodservice operators to create timely crop transitions and customized promotions. Some retailers have already jumped on board, transitioning to California avocados, with early harvest inventory building in January to satiate the taste buds of consumers watching a certain “Big Game” in February. The commission has clearly hit the ground running, giving shoppers a lot to look forward to.
“The commission is excited for the California avocado season start and the focused marketing support that is about to begin,” said Jan DeLyser, Vice President Marketing. “We’re building anticipation, letting targeted consumers know that the season is almost here via social media, The Scoop blog, and communication by California avocado brand advocates.”
Currently, the estimate for the California avocado crop for CAC's fiscal year (November 2018 to October 2019) is a whopping 175 million pounds, which is around half the volume of the 2017-18 fiscal year. Mainly California and the West will be targeted for distribution, with the harvest season expected to build into March, with peak volume availability April through July. However, some volume may still continue later, especially from California’s northernmost avocado growing regions.
This season has seen considerable rainfall in California avocado growing regions early this season, causing some delays in harvesting.
“Winter rains are very welcome, helping with tree health and fruit sizing,” said DeLyser, in a press release. “The California avocado growers whose crops were adversely impacted by last year’s extreme temperatures are continuing to build for the future with good cultural practices and some replanting.”
The commission will continue its Made of California marketing campaign this year, as customized marketing programs with participating retailers and foodservice operators is a major component of the California avocado support plan.
How will this year’s avocado season fare when compared to last year? Keep reading AndNowUKnow for all your crop updates.