California Avocado Commission Introduces New Blog 'The Scoop'

California Avocado Commission is maximizing its ability to personalize consumer marketing communications with the launch of The Scoop blog. This latest effort is designed to encourage demand and increase awareness of California avocados, according to a press release. Approximately 77% of Internet users read blogs and nearly one-third of consumers note that blogs influence a purchase decision over any other media or social channel. Click here to check out The Scoop

“CAC continuously upgrades communication vehicles to be in sync with consumer behavior,” said Jan DeLyser, CAC vice president of marketing. “The goal of The Scoop blog is to be the hub of compelling content that resonates with California avocado’s target audience and brings the heart of the brand to life.”

The Scoop will focus on four content areas: culinary; wellness and nutrition; holidays and eating occasions; and news and articles about California avocados, and consumer stories while integrating CAC campaigns.

Key initiatives will also include CAC recipes plus recipes from blogger partners and other credible sources. The Scoop will also incorporate California avocados into recent food trends, and will feature artisan chefs and provide cooking tips for home chefs of all experience levels.

Expect content to also align with CAC’s marketing plans around American summer holidays, with a special emphasis on the 4th of July.

“The California avocado season timing is expected to be somewhat condensed this year, with peak availability form mid-April through Labor Day.” said DeLyser. “We timed the launch of The Scoop blog to encourage readers to check avocado labels for ‘California’ and to ask for the fruit at retail and foodservice establishments as the season gets underway. There’s nothing more powerful than consumer demand.”

Most of The Scoop posts will be developed by CAC and its marketing agencies while being supplemented by guest contributions from third-party spokespeople, registered dietitians, chefs, growers, bloggers, American’s Test Kitchen and co-marketing partners.

Click here to check out The Scoop