With 100 million pounds of avocados still left to harvest, the California Avocado Commission has confirmed the state is firmly on track to hit its projected 330-million-pound crop, marking the third consecutive year the state’s yield has topped the 300-million-pound milestone.
California’s volume ramped up significantly in May and June, which aligned with CAC’s increased focus on customized program support for retailers who merchandise fresh, in-season California avocados.
“One-size-fits-all marketing doesn’t work in today’s retail environment,” says Ken Melban, CAC president. “Every retailer has different shoppers, merchandising strategies and business objectives, so our customized programs are designed to complement those individual needs rather than asking retailers to fit into a standard promotional package.”
CAC works with each retailer to assess individual needs and develop a program designed to fit.
“For some retailers, that means grower-focused displays and in-store signage that reinforce the value of buying locally grown California avocados,” says Melban. “For others, it may be digital advertising, Connected TV, retail media, social content, influencer partnerships or promotions tied to their loyalty programs. We work collaboratively with each retailer to build programs that fit their customers and help drive incremental avocado sales during the California season.”
The commission says performance of targeted ads via online shopping delivery service are exceeding the commission’s expectations.
CAC also says its California avocado consumer advertising continues to support the brand through the summer in targeted markets. In addition to Connected TV/streaming video, digital and out-of-home media will reach target consumers with CAC’s “Voice of the Grower” campaign, which it describes as an authentic evolution of its marketing efforts that showcases growers talking about their avocados in their own words.
“Consumers increasingly want to know where their food comes from and the people behind it,” says Melban. “The Voice of the Grower campaign brings that story to life by letting California avocado growers speak in their own words about the care, commitment and stewardship that go into producing every piece of fruit. That authenticity is what resonates.”
For retailers, Melban says the campaign provides meaningful storytelling that helps differentiate California avocados beyond price by reinforcing local origin, premium quality and responsible farming practices.
“It gives shoppers another reason to choose California avocados when they’re in season,” he says.
Looking ahead, CAC sees this campaign continuing to evolve with even more opportunities to connect consumers directly with our growers through digital content, retail media, social platforms, and emerging marketing channels.
“The goal will remain the same: helping consumers better understand what makes California avocados unique while giving retailers compelling content that supports merchandising and drives demand throughout the season,” Melban says.
Retailers interested in participating next season should connect with CAC’s retail marketing team well before the season begins, he says.
“The earlier we can collaborate, the more opportunity we have to develop a customized program that aligns with their promotional calendar and helps them maximize the value of featuring fresh California avocados during peak availability,” he adds.
Melban says this year’s crop of California avocados is showing “good sizing with outstanding quality.” And with about 100 million pounds still to be harvested, now is the time for retailers to promote this locally grown fruit and to support domestic agricultural production.
Your next read: California Avocado Growers Demand Seasonal Tariffs on Mexican Imports
