The California Avocado Commission is planning promotions for Cinco de Mayo, when consumption in the U.S. is expected to reach 87.3 million pounds.
Celebrity chefs, new recipes, a Facebook sweepstakes and retail display bins are part of the effort.
Because May 5 is on a Sunday, chefs Mary Sue Milliken and Susan Feniger — television’s Too Hot Tamales — will focus on brunch recipes in the Irvine, Calif.-based commission’s media outreach, according to a news release. Examples include:
- California avocado chorizo egg in the hole; and
- Crispy black bean corn cakes with smoky avocado salsa.
The Facebook sweepstakes will offer prizes of cash and avocados. Online banner advertising and a blogger recipe contest are planned, as is a Cinco de Mayo microsite. Marketing materials will focus on the whole weekend.
For supermarket registered dietitians, the commission will tout a no-kitchen recipe demo idea for avocado veggie tacos.
The retail bins plus point-of-sale material can be ordered from the commission.
“(We are) working with retailers to provide customized support,” Jan DeLyser, vice president of marketing, said in the release.