The new summer entertaining program includes Fourth of July promotions, made possible by avocado availability into August and limited volume past then.
“We are extending our seasonal marketing programs into August because California avocado grower forecasts indicate there will be sufficient volume to warrant additional support,” Jan DeLyser, the commission’s vice president of marketing,” said in a news release. “The overall crop forecast of 170 million pounds for the season remains the same; this is a timing shift.”
Supplemental advertising, consumer communications, store displays, in-store activations and social/digital content are part of the program, according to the release.
The Summer Entertaining program’s chef spokesman, Brad Cecchi of Canon restaurant in East Sacramento, promotes farm-to-fork sourcing and cooking. He prefers local fresh produce and other ingredients for his menu items, according to the release.
In the California Avocado Commission program, Cecchi will be promoting recipes for Quinoa Crusted California Avocado Salad and California Avocado Watermelon Slaw and Green Goddess Dressing.
“Summer is synonymous with California avocado season and provides the perfect opportunity for retailers to feature usage ideas that include multiple seasonal produce items,” DeLyser said in the release.