California growers expect to move avocados well into fall - The Packer

California growers expect to move avocados well into fall

08/15/2013 02:18:00 PM
Jim Offner

Ross Wileman, vice president of sales and marketing at Oxnard, Calif.-based Mission Produce Inc., agreed with Lucy’s assessment.

“I guess there’s some debate how long California will go, but we think there will be supplies in October,” he said.

Into November

Jan DeLyser, vice president of marketing for the Irvine-based California Avocado Commission, said the state was shipping fruit into November last year and 2013 looks to be no different.

“It’s similar, but possibly a little heavier,” she said.

There are marketing programs in place to move all the fruit, DeLyser said.

“That fall window, there’s a lot of tailgating, with football and baseball, and we think that will be a good way to support those activities,” she said.

The commission will continue with a cross-promotion with the California Beef Council and the American National Cattlewomen Inc. through the beef checkoff program to promote the pairing of California avocados and
lean beef through their biannual Beef Cook-off recipe contest. The California Beef program will includes a regional recipe booklet promoting avocados on hamburgers.

“A goal is to highlight recipes that fit with fall tailgating,” DeLyser said.

The promotion will run until the end of the season, DeLyser said.

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