The California Avocado Commission announced Feb. 2 that Vice President of Marketing Terry Splane plans to retire at the end of February.
“Leading the commission’s award-winning marketing program for the past several years has been one of the highlights of my 40-year career,” Splane says. “I’m especially grateful to the dedicated CAC marketing staff, agency partners and inspirational group of avocado growers and industry leaders who made the work so impactful. My wife retired last year, and now it is time for us to pursue our postcareer journey together.”
In addition to the retirement announcement, Splane and CAC shared the commission’s annual early-season forecast of 330 million pounds of California avocados. This projection includes 310 million pounds of hass and 20 million pounds of other avocado varieties.
“Recent rain in California generally was welcomed by growers due to its help with soil and tree health,” Splane says. “Now there is hope for these sunny days to continue into spring to ensure fruit sizing.”
With nearly 51,000 acres now producing California avocados, 2026 is expected to be the third consecutive year with volume in excess of 300 million pounds, according to the commission. While some harvesting already has occurred, the peak of promotable volume is expected from April into August.
The commission says the consumer marketing program, including its advertising and social media campaign, already has been developed and is ready to launch when the harvest reaches promotable volume levels. It says this year’s campaign evolution incorporates actual California avocado growers who share what makes their fruit so special.
Customized retail and foodservice support programs are being built out for the upcoming season. These programs can include traditional trade marketing activities such as retail displays, demos, signage and foodservice limited-time offers, as well as media support targeted to specific customers’ patrons.
“Terry’s leadership and vision played a critical role in strengthening the California avocados brand and advancing the commission’s goals,” says Ken Melban, CAC president. “We are deeply grateful for his many contributions and wish Terry a well-earned and rewarding retirement.”
