California Avocado Commission Promotes Prime Season, American Summer Holidays
- by Melissa De Leon Chavez
IRVINE, CA – Over Memorial Day weekend, the avocado industry estimates that 123 million pounds of Hass avocados will be eaten, and the California Avocado Commission (CAC) is rolling out its sixth annual program supporting avocado sales during summer holidays with a big push.
“Memorial Day continues to be a sweet spot for California avocado merchandising activity,” said Jan DeLyser, Vice President Marketing, in a press release. “For the targeted retailers who carry California avocados, the timing of Memorial Day and crop availability plus California’s origin create a golden opportunity for thematic marketing.”
For 2017, the commission has developed the promotional theme, “United Plates of America,” and the CAC is working to make California avocados synonymous with the key American summer holidays by highlighting their origin and ability to make recipes and get-togethers even more special.
As part of the push, the commission has created a United Plates of America retail recipe booklet—currently available to retailers who merchandise California avocados—that includes 18 recipes and tips pairing California avocados with “plates” from the USA, particularly from California and Western states.
“There really isn’t anything that brings people to the table–and to the store–better than the fresh, creamy taste of California avocados in season, and CAC’s United Plates of America marketing activities will give shoppers more reasons to do so,” added DeLyser.
Other CAC retail programs for Memorial Day and summer holidays include demos, point-of-sale material, and display bins. The commission’s advertising support will also include in-store radio and Pandora radio targeted ads, online advertising, social media, and consumer public relations outreach to drive home the United Plates of America theme.
The commission noted that the California avocado harvest is on track to hit 200 million pounds by the end of the season, and harvesting and distribution is well underway and is anticipated to be strong through Fourth of July. The CAC is planning email blasts to its fans and Memorial Day and Fourth of July blog posts that encourage usage of California avocados for summertime picnics and parties.
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