California Avocado Commission's marketing to focus on Western markets
With a much smaller crop than usual to work with this year, California avocado growers will focus mainly on California and the West, and marketing programs will be targeted to and customized for those customers, said Jan DeLyser, vice president of marketing for the Irvine-based California Avocado Commission.
California avocados are expected to be in peak supply from April through July with a 175 million-pound crop, DeLyser said.
Last year’s crop volume was 338 million pounds. The five-year average is 306 million pounds, and the 10-year average is 350 million pounds, according to the commission.
To help avocado distributors market their product, the California Avocado Commission is extending its Made of California campaign with a variety of social media and digital assets that will be used with retailer programs, including new videos featuring California avocado growers, DeLyser said.
“Cinco de Mayo is one of the promotional events where CAC is building merchandising programs such as display contests,” she added.
“This will be followed by American summer holidays, with programs centered on Memorial Day and the Fourth of July.”
The commission also has developed promotional programs with numerous foodservice chains this year, including limited-time offers and menu programs, DeLyser said.
The majority of the participating chains are in the West.
The commission also will continue its Made of California marketing campaign and will run most of the media in California, she said.
Media tactics include outdoor, print, audio, digital television and digital ads, all of which will be complemented by custom content and a comprehensive social media program that reaches beyond California, DeLyser said.