The California Avocado Commission, Irvine, has chosen TMA+Pertius, a content marketing firm, to help with strategic marketing initiatives.

Madison, Wis.-based TMA+Pertius was selected by the commission after a comprehensive review of agencies. Finalists in the review gave presentations to the commission in July, according to a news release.

During September, TMA+Pertius conducted research and listening sessions in three different growing regions in California.

“Our partnership with TMAP emerged from a lengthy review process of many communications companies,” April Aymami, industry affairs manager for the vommission said, in the release. “We selected them because of their knowledge of agricultural growers and providers, technical expertise and track record of working with numerous clients that fit our precise needs.”