California avocado growers estimate enough volumes through August

California Avocado Commission (CAC) announce launching a new Summer Entertaining program, which is aimed to support the brand through the remaining season. California avocado growers expect to have continued availability into August with limited volume later. CAC’s new program includes Fourth of July and summer-themed retail promotions along with supplemental advertising and consumer communications.

“We are extending our seasonal marketing programs into August because California avocado grower forecasts indicate there will be sufficient volume to warrant additional support,” said Jan DeLyser, CAC vice president marketing. “The overall crop forecast of 170 million pounds for the season remains the same; this is a timing shift. Avocado crop is approximately 50% less from last year. This is due to a variety of factors including avocados are alternate bearing and we had a period of extreme heat last July which caused some fruit drop.”

CAC’s Fourth of July and other summer marketing programs with participating retailers include custom social and digital programs, displays, themed in-store activations and more.

The Commission also is partnering with influential bloggers who are creating unique recipes and videos showcasing California avocados in summer entertaining applications. Rounding out the program is communication to California avocado fans about Fourth of July entertaining and California summer ideas via email newsletter, online and social, plus consumer public relations outreach.

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 cultivated with uncompromising dedication to quality and freshness, by more than 3,000 growers in the Golden State.