California avocados continue with customized promotions through Labor Day

Customized California avocado retail programs will continue through Labor Day, says Terry Splane, vice president of marketing for the California Avocado Commission.

After that, the state’s avocado volume will taper off into the early fall, he said.

Sizing of the remaining avocados as well as weather and market conditions may change that expected timing, Splane said.

With strong shipments in June and July, about 70% of the 2023 California avocado supply is expected to ship by the first week of August, he said.

California avocado volume accounted for a little more than 10% of total U.S. avocado volume in mid-July, according to USDA shipment figures.

The USDA reported that the season-to-date harvested volume of California avocados totaled 139.3 million pounds through July 15, down from 244 million pounds at the same time a year ago. The overall crop for 2022-23 was earlier predicted by industry leaders at 257 million pounds this season, down from 276 million pounds in 2021-22.

The domestic market demands most of California's avocado volume, but there also is growing demand from South Korea and China, Splane said. The commission will be exhibiting at Asia Fruit Logistica in Hong Kong in September, Splane said.

Marketing focus

This season, the California Avocado Commission’s marketing campaign is “The best avocados have California in them.”

Media supporting the campaign include videos and other digital channels, out-of-home signage including wall boards, Volta charging stations near supermarkets that carry California avocados and a full wrap of a BART train in San Francisco, Splane said. The program also includes custom content and social media.

“Our announcement on social of the start of California avocado season was very popular,” he said, noting overall CAC social programs have garnered 2.5 million engagements this season to date, with a 12.5% engagement rate, which he said was well above the industry standard.

Among other highlights this year, he said, are an email newsletter, social media and customer inclusion of California avocado sustainability messaging.

Dialing in promotions

Splane said retail promotions are tailored.

“Supporting retailers with customized promotions is a key part of the California Avocado Commission marketing program,” he said. "We work with our customers to craft programs that can make sense for our mutual needs.”

The retail programs sometimes leverage the commission’s advertising campaign, “The best avocados have California in them,” with digital and social media components, he said.

“Sometimes they integrate with the retailer’s look and feel, such as customized point-of-sale material,” he said. "We don’t take a cookie-cutter approach; we build win-win, retailer- and California avocado-focused programs.”

For example, organically grown California avocados make up about 10% of the crop.

“Consumers who care about organic produce often care about locally grown produce as well, giving retailers an extra reason to merchandise organic California avocados in season,” he said.

Splane said the commission has been encouraged by some retailers’ and handlers’ callouts of the California origin on the avocado bag packages.

“Prominent identification of California on packaging elevates consumers’ perception of the retailers supporting locally grown products and American farmers,” he said.

Demand rising

While it is a challenge to measure demand in the avocado category because of year-to-year variability in supply, Splane said demand has increased significantly over time.

“After decades of marketing by the California Avocado Commission and other organizations, in California and the rest of the West the category is highly developed,” he said. “In this area, we focus on reminding shoppers when California avocados are in season, encouraging them to buy more often and more avocados on each purchase occasion. There’s lots of room for growth there. In other regions there is opportunity to increase household penetration and expand usage beyond guacamole and dips.”