With a season hampered by heat, wind and fire, California avocado growers have been challenged.
Even with those factors, however, the California Avocado Commission is forecasting a harvest of 300 million pounds this season, almost 40% higher than last season.
“We had originally projected that volume would continue strong through Labor Day (Sept. 3), however, excellent demand as well as a reduction of the original crop estimate has created a quicker end to the season,” Jan DeLyser, commission vice president of marketing, said in a news release. “Despite all of the weather-related challenges California avocado growers have endured this season, the revised crop forecast is still 40% percent higher than last year, and we’re committed to providing customers with the support they need.”
The California Avocado Commission’s marketing committee met Aug. 1 to revise the season’s production forecast. Availability should last through August, according to the committee.
Marketing programs this summer include the California Avocado Summer Soundtrack, with California-related music, on Spotify. The commission also released a digital cookbook with recipes developed by trendsetters, including Chef Phillip Frankland Lee of Scratch Restaurants and other local food and lifestyle experts, according to the release.
The commission’s Made of California advertising continue in August, with digital and social programs targeting California avocado consumers to help them find stores and restaurants that stock/serve the fruit.