California avocado industry gears up for the Fourth

06/14/2013 04:18:00 PM
Andy Nelson

Courtesy California Avocado CommissionCalifornia avocado burgerThe California avocado industry has a host of marketing initiatives to help move an expected 96.4 million pounds of fruit in the runup to Fourth of July.

TV advertising in California, general market radio, print and online advertising, public relations outreach, in-store retail support, new recipes, and social media  and other online activities are among the ways the Irvine-based California Avocado Commission will spur holiday sales this year, according to a news release.

“Last year we set a goal for the Fourth of July to become one of the top avocado consumption events of the year,” Jan DeLyser, the commission’s vice president of marketing, said in the release. “We were blown away when the Fourth of July consumption in 2012 skyrocketed to the top avocado consumption occasion. We thought it might take some time to get there.”

The commission’s advertising for the Fourth asks consumers to “add a little green to your red, white and blue.”

Ads feature an all-American rendition of the commission’s California Avocado Grower Campaign.

The TV commercial that will air in California features California avocados in traditional American fare such as burgers, hot dogs and picnic salads.

Print ads showcase a recipe, Firecracker Guacamole, which is served in a hollowed-out mini watermelon.

The commission is oofering its Have a Blast with California Avocados recipe booklet  as well.



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