California Avocado Commission pivots foodservice support to focus on digital space
The California Avocado Commission has changed its foodservice menu promotions during the COVID-19 pandemic, says Jan DeLyser, vice president of marketing for the California Avocado Commission.
Since the pandemic started, DeLyser said the commission has changed its menu promotion support program to focus on chains’ digital activities so the commission can continue to provide marketing funds to chains where they are present.
“Since the pandemic, we see consumers looking for healthy options when eating out, and fresh California avocados not only delivers on this, but we bring a halo effect when featured on the menu,” she said. “Our research shows that consumers have a positive perception of restaurants with California avocados on the menu.”
The commission’s research findings include:
- 42% of consumers believe that restaurants offer healthy choices/options (45.5% of consumers in the Pacific region);
- over 41% feel that the restaurants support local/U.S. economy (53.5% of consumers in the Pacific region); and
- 34% feel that the restaurants care about American farmers (39.6% of consumers in the Pacific region).
The California Avocado Commission is exhibiting at booth No. 701 at the International Fresh Produce Association’s Foodservice Conference, set for July 28-29 in Monterey, Calif.
