California Avocado Commission introduces revamped marketing approach
Among the happenings of the International Fresh Produce Association’s recent Global Produce and Floral Show, the California Avocado Commission revealed changes in how it will manage its marketing program.
“2023 marks the 45th anniversary of the California Avocado Commission and its efforts to promote our premium fruit,” Terry Splane, the commission’s vice president of marketing, said in a news release. “This was my first GP&FS show, and it provided an excellent opportunity to meet with customers, the media, California avocado packers and growers, and to share news about the evolution of our marketing support programs.”
Splane, who took on the marketing leadership role at CAC in March, has worked with the commission’s staff and board of directors to “set a new direction focused on the California brand with an emphasis on targeting and investment efficiencies,” according to the release. Part of the plan includes consolidating consumer advertising and public relations activities from two agencies to one, as well as bringing some public relations and communications activities in-house, the release said.
CAC says it held an extensive agency search this past summer and will be formally announcing the newly selected agency in the coming weeks.
In bringing some communications activities in-house, CAC hired Lori Small as marketing manager in October. Small has extensive communications experience in the food and agriculture categories, including work on the CAC account at the commission’s previous public relations agency for more than a decade, the release said.
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“Lori is a strategic thinker and creative communicator, and since she’s very familiar with the California Avocados brand, the market and the industry, her hire is bringing incredible value to our organization on multiple levels,” Splane said.
The CAC serves as the official information source for the state’s avocado industry. The commission says it strives to enhance the premium positioning of California avocados through advertising, promotion and public relations, as well as engages in related industry activities.
