Posts Tagged “California avocados”

California Avocado Shipments May Nearly Double Those of 2017 Despite Fire, Wind

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AA1By The California Avocado Commission

IRVINE, Calif. – After weeks of reviewing the impact of wind and fire to California avocado groves, the California Avocado Commission (CAC) announced a 2018 crop forecast: 374.6 million pounds of avocados. The total, despite the ravages of Mother Nature in California’s avocado growing regions, is nearly double the yield of last year’s crop and considerably better than some had feared.

“The CAC 2018 pre-season crop estimate of 374.6 million pounds of California avocados means there will be solid volume…,” said Tom Bellamore, California Avocado Commission president. “Despite some harsh blows from Mother Nature, California avocado growers are resilient, and the industry is expecting a good year.”

The shipping forecast comes after a series of weather events, including the Lilac fire in Riverside county and the Thomas fire in Ventura and Santa Barbara counties. The Thomas fire, which began on December 4 and burned more than 280,000 acres over more than a month, was the largest wildfire in recorded California history. Wind and mudslides also have taken a serious toll on the region. However, the impact on California avocados was relatively limited.

“Many California avocado growers experienced loss, both personal and professional, and our hearts go out to them. Across the industry, though, only about 5 percent of the crop was damaged,” said Bellamore.

To support the 2018 crop, the California Avocado Commission will continue its Made of California marketing campaign with new creative executions. Customized marketing plans for targeted customers will be a focus, and CAC has a full slate of innovative programs in development.

About the California Avocado Commission

Created in 1978, the California Avocado Commission strives to enhance the premium positioning of California avocados through advertising, promotion and public relations, and engages in related industry activities. California avocados are commercially cultivated with uncompromising dedication to quality and freshness, by more than 2,000 growers in the Golden State. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.

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CA Avocado Commission Kicks Off American Summer Holidays Program

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avocadoBy California Avocado Commission

IRVINE, Calif. – The avocado industry estimates that 123 million pounds of Hass avocados will be shipped for the for Memorial Day weekend activities, which surpasses the volume for Cinco de Mayo this year.  It is prime season for California avocados, and the California Avocado Commission (CAC) has put together its sixth annual program supporting avocado sales for American summer holidays, with a strong push on the start of the season.

“Memorial Day continues to be a sweet spot for California avocado merchandising activity,” said Jan DeLyser, CAC vice president marketing. “For the targeted retailers who carry California avocados, the timing of Memorial Day and crop availability plus California’s origin create a golden opportunity for thematic marketing.”

For 2017 CAC developed a promotional theme, “United Plates of America”, with the intent to make California avocados synonymous with the key American summer holidays by highlighting their origin and ability to make recipes and get-togethers even more special.

The Commission created a United Plates of America retail recipe booklet that includes 18 recipes and tips pairing California avocados with “plates” from the USA, particularly from California and Western states. The booklet is available to retailers who merchandise California avocados. Other CAC retail programs for Memorial Day and summer holidays include demos, point-of-sale material and display bins.

CAC’s advertising support includes in-store radio and Pandora radio targeted to where California avocados are in distribution. Online advertising, social media and consumer public relations outreach showcase recipes that fit the United Plates of America theme, including recipes from custom content providers. In addition, CAC will send out email blasts to its fans and create Memorial Day and Fourth of July blog posts that encourage usage of California avocados for summertime picnics and parties.

The California avocado harvesting and distribution is well underway and is anticipated to be strong through Fourth of July. This year’s crop forecast is on track to hit 200 million pounds.

About the California Avocado Commission

Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state’s nearly 4,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.

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