California Avocado Commission gearing up for season promos

The California Avocado Commission is gearing up for promoting the 2019 crop with targeted social media communications for consumers, and meeting with retail and foodservice customers.

The crop estimate for the season, which runs from November through October, is about 175 million pounds, about half of the past season’s volume, according to a commission news release.

With distribution focused on California and other western states, the season is expected to build into March and peak from April through July, according to the release. While volume is light early in the year, some smaller retailers have made the transition from Mexican product to California avocados, catching some of the Super Bowl sales.

The commission’s “Made of California” campaign returns this season, and customized programs are a major part of its retail/foodservice support plan, according to the release.

“The Commission is excited for the California avocado season start and the focused marketing support that is about to begin,” Jan DeLyser, the commission’s vice president of marketing. “We’re building anticipation, letting targeted consumers know that the season is almost here via social media, The Scoop blog and communication by California avocado brand advocates.”

Avocado groves have received considerable rainfall in the early season, according to the release, causing some harvest delays.

“Winter rains are very welcome, helping with tree health and fruit sizing,” DeLyser said in the release. “The California avocado growers whose crops were adversely impacted by last year’s extreme temperatures are continuing to build for the future with good cultural practices and some replanting.”