California Avocado Commission Announces 7th Annual June California Avocado Month
- by Melissa De Leon Chavez
IRVINE, CA - Did you know that June is California Avocado Month? I’m not going to say you should have...but you should have(!), especially since it has served as the California Avocado Commission’s (CAC) prime month to host one of its largest promotions for seven years and counting! This year’s promotion will include a food hall partnership, activities by spokesperson Chef Sam Zien, public relations and influencer outreach, blogger recipe development, and digital and social support—all of which is expected to wrack up 70 million impressions, based on prior events.
“California Avocado Month helps build awareness among our targeted consumers that California avocados are at their peak availability during the month of June,” said Jan DeLyser, Vice President Marketing. “Within the themed program outreach the commission also communicates the premium quality of California avocados.”
To kick off the month-long festivities, CAC launchd a program with vendors of Little Italy Food Hall in San Diego to offer one-of-a-kind California avocado dishes for the entire month of June. The commission rang in the program with a media event at the food hall on May 21, which was attended by the likes of Travel + Leisure, San Diego Family Magazine, WHERE San Diego, and CAC board member Jessica Hunter. The attendees were treated to samples of the vendors’ featured dishes, and blogger coverage of California Avocado Month began even as the initial tastings were just underway, according to a press release.
Chef Sam Zien, of Not Not Tacos and Little Italy Food Hall, is serving as the spokesperson for the promotion and is highlighting two California avocado-centric dishes in media opportunities: California Avocado and Crab Flatbread with Garlic Aioli and Pearl Couscous with California Avocado and Crispy Tofu.
But Chef Zien is not the only cook in CAC’s kitchen this month, with ten influential bloggers also developing unique recipes that highlight only the best qualities of California avocados—but let's be real, California avocados don't have any bad qualities. These recipes were published at the end of May.
“By conducting media/influencer outreach, working with bloggers, and partnering with chefs to conduct in-restaurant promotions, CAC keeps California avocados top-of-mind with consumers in season,” said DeLyser.
CAC is also staying in touch with avocado fans via email newsletter, online and social media outreach, and the distribution of a mat release.
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