Irvine, CA
By Jordan Okumura
05.03.13
The California Avocado Commission and Naturipe Farms are partnering for a multi-faceted co-marketing promotion. The campaign supports the California avocado season during its March through October run. Naturipe grows and ships California-grown blueberries through July and together with CAC can use the opportunity to capitalize on California-themed and American-themed promotions, according to a press release.
CAC kicked off the promotion by including recipes with Naturipe® berries in the Wake up to Breakfast with California Avocados promotion. The culinary creations include both brands and present items like Avocado Blueberry Muffins and the Power Breakfast Parfait. The treats are included in recipe booklets available for retail displays. 
The recipes are also being promoted in CAC’s breakfast-themed online microsite and through social media outreach.
“Co-marketing with another strong produce brand, Naturipe, and promoting innovative produce pairings such as avocados and blueberries encourages California avocado consumption and overall produce sales,” said Jan DeLyser, CAC vice president of marketing.
Naturipe will be printing recipes featuring California avocados on select berry packages. A recipe for Avocado Pineapple Blueberry Salad, along with a recipe for Sweet and Savory Tilapia Tacos will be showcased on Naturipe strawberry packages. Both recipes will offer a QR code for further recipe details and a shopping list to encourage instant sales and a higher basket ring, according to a press release.
“The pride of California avocado growers and Naturipe berry growers shows in every bite of premium fruit,” said Robert Verloop, Naturipe Farms executive vice president of marketing. “While it may not be intuitive to promote berries and avocados together, the co-marketing recipes and programs that we have developed demonstrate just how well these two fruits are when combined.”
CAC has great plans for strong advertising and promotional activity in 2013 for the American Summer Holidays period of Memorial Day through Labor Day. Extra emphasis will occur around the 4th of July. A component of this program is the retail recipe booklet: Have a Blast with California Avocados.
Additional recipes include California Avocado Red, White and Blueberry Salsa and Avocado Banana Blueberry Bang. Both companies will also encourage avocado and berry consumption by spreading recipes ideas and nutrition news.
Companies in this Story
California Avocado Commission
Created in 1978, the California Avocado Commission strives to enhance the premium positioning of California avocados…
