What’s the first thing that pops in your head when you see a restaurant menu item with the word “California” in it?
The commission has a series of videos centering on the recipes, featuring items including the California Burger, California Eggs Benedict and California Caesar Salad. The commission is focusing on retailers for the program, with support including in-store radio spots, merchandising programs and store dietitian promotions. The videos can be customized, according to a news release.
“We have been actively developing and implementing these programs timed to California peak volume from May through the summer,” Jan DeLyser, commission vice president of marketing, said in the release. “Key promotion opportunities for California avocados in May include Cinco de Mayo, Mother’s Day (May 13) and Memorial Day weekend (May 26-28). Promotable volume should continue through Labor Day.”
IRI consumer data, according to the commission, shows the Western U.S. (at 62.5%) and California (at 70.6%) have the highest household penetration for avocados, compared to 52.2% for the overall U.S.
“So, to continue building the California avocado business — and category development — CAC provides California avocado fans with inspiration to go back to retailers and purchase avocados more often,” DeLyser said in the release.
Websites, including Food52 and Tasty, are using Iconic California content and two chefs have created recipes for the promotion (including Charred California Avocado Salad with Pistachio Gremolata by Chef Kevin Meehan of Kali), featured at CaliforniaAvocado.com. They will be featured in consumer media releases and the commission’s social media channels, according to the release.