U.S. consumption of avocados for the Fourth of July holiday is projected at 104.7 million pounds and may surpass Super Bowl and Cinco de Mayo consumption, according to the California Avocado Commission.

Commission expects high avocado consumption on FourthFor the third year, the Irvine-based California Avocado Commission is offering marketing support that associates American summer holidays with the state’s crop.

For the Fourth of July, a nostalgia-themed television ad will air in California. Campaign components also include general market and in-store radio in the West; national holiday-themed print and online advertising; and online microsite and social media marketing.

At retail, the commission is also partnering, for a second year, with Naturipe Farms on recipe programs.

“Retailer support the last few years has been instrumental in helping to build the Fourth of July into one of the top avocado consumption events of the year,” Jan DeLyser, commission vice president of marketing, said in a news release.

Naturipe will be featured in two California avocado recipe brochures that retailers can order online at http://tinyurl.com/ozgrva4.

The fireworks-themed Have a Blast with California Avocados brochure includes two recipes with Naturipe blueberries. Its California Fresh Snacking brochure features a recipe for a California avocado half stuffed with a blueberry salad. That recipe is showcased on California Avocado Commission print advertising as well.

Packages of Naturipe blueberries have peel-off labels with a recipe for California Avocado Red, White and Blueberry Salsa.

The two brands will use online and social media in their co-marketing. Naturipe is authoring a guest post on the commission’s The Scoop blog.