California avocados push for record Fourth of July sales - The Packer

California avocados push for record Fourth of July sales

03/12/2012 03:39:00 PM
Dan Galbraith

Sourdough toast with avocado smear samples will be prevalent in grocery store bread aisles, as well, as the commission expands last year’s first-time use of shelf-talk banners to the most highly trafficked store aisle, DeLyser explained.

"Fourth of July is really the key promotion point for us," she said. "We have taken traditional (Independence Day) favorites like watermelon and have created (avocado) recipes that go very well together with them."

Dulcinea PureHeart Watermelon is partnering with California avocados for an online and social media campaign this summer, promoting three recipes, including Firecracker Guacamole. The commission is also working with Copper River Salmon on cross-promotional activities.

California avocado Fourth of July sales skyrocketed 31% in recent years, and the commission hopes that growth explodes like a bottle rocket with all the retail and foodservice promotions the commission plans.

"We’re making June ‘California Avocado Month.’ That effort is ongoing as we speak," DeLyser said, adding that increased restaurant usage of California avocados during that month is part of the plan.

California avocado aggregate volume should approach 400 million pounds this crop year, compared to about 300 million in 2011, making this a banner year for promotions, DeLyser said.

Despite the short crop in 2011, California avocados followed 2010’s sales record of $403 million with a new record of $460 million.

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