California Avocado Month is June, and that means outreach to consumers involving social media influencers, recipes, public relations campaigns and more.
“California Avocado Month helps build awareness among our targeted consumers that California avocados are at their peak availability during the month of June,” Jan DeLyser, vice president marketing for the California Avocado Commission, said in a news release. “Within the themed program outreach the commission also communicates the premium quality of California avocados.”
The commission is engaging its online fan base through newsletters, online content and social media outreach, according to the release.
“By conducting media/influencer outreach, working with bloggers and partnering with chefs to conduct in-restaurant promotions, (the California Avocado Commission) keeps California avocados top-of-mind with consumers in season,” DeLyser said in the release.
This is the seventh year for California Avocado Month, and the commission expects to reach more than 70 million impressions through all of the activities.
The commission kicked the month’s activities at the Little Italy Food Hall in San Diego May 21, with food writers and bloggers sampling dishes created by chefs who will be serving the dishes throughout the month.
One of those participants, Chef Sam Zien of Not Not Tacos, is spokesperson for the promotion. Chef Zien is highlighting two California avocado dishes in media opportunities: California Avocado and Crab Flatbread with Garlic Aioli and Pearl Couscous with California Avocado and Crispy Tofu.