The California Avocado Commission says its “June is California Avocado Month” marketing program returned with outreach and announcement activities starting in May.
As part of its promotions, the organization is continuing its “What’s Inside a California Avocado” campaign, which spotlights the California avocado difference and communicates how California avocados are locally grown and sustainably farmed, according to a news release.
“June happens in the heart of California avocado season and is known as California Avocado Month,” said Terry Splane, vice president of marketing for the California Avocado Commission. “It’s the perfect time to celebrate and promote the availability of locally grown and ethically sourced California avocados.”
The commission said it will offer California avocado retail support in June with in-store activations, signage, display bins, digital advertising and social support all in celebration of California Avocado Month.
The commission worked with Family Features to spotlight California avocado summer recipes and key brand messaging through story placements with hyperlocal media outlets in targeted markets, according to the release. The program focuses on securing media coverage with outlets in California, Oregon and Washington, the major distribution markets for California avocados. The commission said its print and digital reach is expected to exceed 80 million.
A recent media blitz in Portland to announce California Avocado Month resulted in an on-air segment on KOIN-TV on May 14, the release said.
The commission said it also plans a grove tour for a KSBY-TV segment in Santa Barbara and in Sacramento, and it will celebrate California Avocado Month with an influencer event at a Raley’s supermarket featuring in-store sampling, recipe demonstrations and a meet-and-greet with a California avocado grower whose harvest is contributing to Raley’s produce departments this season.
“Peak availability of California avocados is expected to continue through the Fourth of July holiday, then taper off through summer,” Splane said. “California avocado growing regions have enjoyed beautiful sunny days lately, and the fruit quality is equally beautiful.”
