Commission tallies California Avocado Month - The Packer

Commission tallies California Avocado Month

07/11/2013 12:19:00 PM
Mike Hornick

Courtesy California Avocado CommissionGrilled chorizo sandwiches with shaved fennel and California avocado by chef Erik Tanaka of Seattle-based Tom Douglas restaurants, was among the recipes and menu items promoting California Avocado Month in June.The Irvine-based California Avocado Commission ran month-long promotions in 11 cities in June that included chef partnerships and media coverage. The fruit also got a nod from Congress.

June was California Avocado Month. Marketing targets included Atlanta, Boston, Chicago, Dallas, Los Angeles, New York, Phoenix, Sacramento, San Antonio, San Diego and San Francisco.

“Our public relations efforts around California Avocado Month delivered more than 7.9 million impressions in June alone,” Jan DeLyser, California Avocado Commission vice president of marketing, said in a news release.

Congresswoman Julia Brownley, D-Westlake Village, addressed the House of Representatives June 13 about California Avocado Month.

Participating chefs featured California avocado menu items, featuring them in tasting events and promoting the fruit in their social media channels. Media coverage of the promotion was also obtained, according to the release.

The commission distributed two chefs’ recipes to print, online and broadcast news outlets.

Erik Tanaka, co-executive chef for Tom Douglas restaurants, Seattle, created grilled chorizo sandwiches with shaved fennel and California avocado. Lisa Schroeder, executive chef and owner of Mother’s Bistro & Bar, Portland, provided a California avocado, bacon and cheddar macaroni and cheese recipe.

Schroeder’s restaurant offered a California avocado menu during the week of June 24.

Elsewhere, chef Trey Foshee of George’s at the Cove, La Jolla, Calif., featured tacos with California avocados at LA Weekly’s Tacolandia event June 23. Chefs Bruce Auden, San Antonio, and Mike Fagnoni and Molly Fagnoni, Granite Bay, Calif., featured California avocados on seasonal menus throughout June.

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