IRVINE, CA - The beloved avocado season is in full swing, and the California Avocado Commission (CAC) announced a significantly larger crop forecast for this fiscal year (November 2019 through October 2020). In the prior year, CAC reported 369 million pounds. A larger volume will likely mean a longer California avocado season and expanded distribution compared to 2019, which is good for business across the board.
“The current estimate for the 2020 California avocado crop, 369 million pounds, is 70 percent higher than last season,” said Tom Bellamore, CAC President. “There was plenty of much-welcomed rain last year, which had a positive impact on tree health and this year’s bountiful fruit set.”
According to a press release, some smaller California retailers already have transitioned to California avocados thanks to early harvesting in January, which helped support the Big Game.
Coming out of that big eating day, there is more yet to come for the popular fruit, according to Jan DeLyser, Vice President of Marketing.
“Retailers can keep the momentum of the avocado category going after the Big Game with merchandising that combines Valentine’s Day and the good news about avocados and heart health,” said DeLyser. “Fresh California Avocados are a heart-healthy fruit. They provide naturally good fats, are low in saturated fat, and are cholesterol-, sodium- and trans fat-free.”
California avocado season is expected to build into March, with peak volume available from April through the American summer holidays. Some of the harvest is expected to continue beyond September.
“Distribution will be targeted mainly to California and the West, and with greater volume there may be opportunity this year for customers outside this region who prefer to merchandise California avocados in season,” DeLyser continued. “We’re working with avocado handlers, participating retailers, and foodservice operators to set up timely crop transitions and customized promotions in advance of new advertising that will start in spring.”
In support of this year’s larger crop, the commission is evolving its Made of California advertising campaign with new creative and innovative uses of media, interactive communication with fans, and brand advocates. Exciting, new events also round out CAC’s marketing plans.
DeLyser said she encourages trade partners to contact their CAC representative (if they haven’t already) to discuss the opportunity for customized California avocado programs, including merchandising materials, nutrition communication support and other programs during California avocado season.
Here’s to another year filled with green gold!
