Avocado commission, Houweling’s partner on California promotion - The Packer

Avocado commission, Houweling’s partner on California promotion

05/22/2014 01:47:00 PM
Mike Hornick

Courtesy California Avocado CommissionJan DeLyser, center, vice president of marketing at the California Avocado Commission, joins Houweling's Tomatoes president Casey Houweling, left, and Bill Wilber of Houweling's, right, on a joint marketing effort for avocados and tomatoes.The California Avocado Commission and Houweling’s Tomatoes have launched a joint marketing program that promotes the California origin of both products at retail, online and in social media.

The program extends the Irvine-based commission’s “California Fresh” marketing theme and includes a recipe tear pad for retailers.

The tear pad, “California Fresh Salads,” features two recipes — avocado summer salad and seven-layer salad in a jar, which includes nine fresh produce items. Avocados, Houweling’s tomatoes and olive oil by California Olive Ranch are key ingredients in both recipes.

The pads can be ordered online. The commission also makes them available to supermarket registered dietitians.

Houweling’s is featuring another recipe, fresh California avocado pico de gallo salsa, on 4 million tomato truss tags according to a news release. The CA Grown license plate logo on the truss tags reinforces the California origin of the tomatoes and avocados.

Houweling’s also offers a downloadable version of the recipe tear pads. California Olive Ranch is promoting the recipes via a social media salad recipe contest. The commission will promote the featured recipes on its website, CaliforniaAvocado.com, and social media.

Some commission joint marketing partners will author guest blogs on its blog, The Scoop.

“The synergy between California brands and especially complementary produce brands is a win for retailers by encouraging sales of multiple produce items, for the co-marketing partners by encouraging demand, and for consumers by providing them with delicious, produce-filled recipes,” Jan DeLyser, California Avocado Commission vice president of marketing, said in the release.

“Tomatoes and avocados are a perfect pair on the plate and at retail,” David Bell, chief marketing officer at Houweling’s Tomatoes, said in the release. “The partnership is a natural fit.”

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