The Greensheet
Volume 28 | Issue 9 | May 14, 2012

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The Greensheet is CAC's bi-monthly industry newsletter, designed to provide California Avocado Industry members with timely and valuable news and information, regarding meetings, industry issues, cultural management/best practices, production research, CAC's marketing program, commission operations and more.

In This Issue You'll Find:

Fusarium Dieback and Tea Shot Hole Borer Workshop Successful in Spreading the Word
Southern California Edison Reminds Growers to “Remember the 10-Foot Rule”
Second Annual Avo Babies Contest Launches on Facebook
Two Seafood Taco Combos Featuring California Avocados Arriving at Baja Fresh
Sodexo Promotes California Avocado Summer Specials at 850 Service Locations
Sharing the Farm to Fork Experience with Food Bloggers on a Local Grove Tour
Celebrating Cinco de Mayo with the Too Hot Tamales
Market Trends
Weather Outlook

 

Calendar

For a listing of industry events and dates for the coming year, please visit:
http://www.californiaavocadogrowers.com/upcoming-meetings-events/

As promised in March, the California Avocado Commission will hold its meetings this month in Ventura County!!  Growers and industry stakeholders interested in observing the Board in action are welcomed to attend either the Finance Committee or Regular Board meeting THIS WEEK.  Meeting dates, times and locations are listed below.

CAC Finance Committee Meeting - Wednesday, May 16, 2012 - 1 p.m. at T3 Innovation, 808 Calle Plano, Camarillo, CA 93012. 

CAC Board Meeting- Thursday, May 17, 2012 – 9:00 a.m. at Four Points by Sheraton, 1050 Schooner Drive, Ventura, CA 93001. 

Community Forum on Avocado Thefts – Wednesday, May 23, 2012 – 6:00 p.m. at 990 E. Mission Road, Fallbrook, CA 92028 – Hosted by the San Diego County District Attorney and Sheriff.  For further information, please view the event invitation or contact Crime Prevention at (760) 451-3124.

Explore Exporting Seminar – Tuesday, May 22, 2012 – 8:30 a.m. at SD County Farm Bureau, 1670 E. Valley Parkway, Escondido, CA 92027 – This free seminar provides timely information and resources on exporting.  For further information please contact Adrienne Bradley at (916) 403-6802.  To register, please complete the event registration form.

Central Coast Water Board Ag Order Informational Meetings – On March 15, 2012, the Central Coast Water Board adopted updated requirements for irrigated agriculture. The Water Board is holding local grower workshops to provide information on the updated requirements. Water Board Staff will present an overview of the general requirements; timeframes; Tier 1, Tier 2, Tier 3 requirements; and a Q&A Session. Note: Water Board Staff will also be available to help growers enroll and submit their electronic-Notice of Intent (eNOI) and/or review their existing eNOI form. Click here for more information regarding meeting dates, times and locations.

CAS/CAC/UCCE June Outdoor Grower Seminar: Irrigation Tools and Phytophthora Control – June 5-7, 2012
Please note: meetings will occur in avocado groves where restroom facilities are limited.  Also, please dress appropriately and be mindful of your safety.

  • San Luis Obispo - Tuesday, June 5, 2012 (1:00 – 3:00 p.m.)
    Location: TBD
  • Ventura – Wednesday, June 6, 2012 (9:00 – 11:00 a.m.)
    Location: 19304 E. Telegraph, Santa Paula, CA
  • Temecula – Thursday, June 7, 2012 (9:00 – 11:00 a.m.)
    Location: Calavo Packing House, 28410 Vincent Moraga Drive, Temecula, CA

Fusarium Dieback and Tea Shot Hole Borer Workshop Successful in Spreading the Word

On May 8 a workshop was held at the LA County Ag Commissioners offices on a new avocado pest Fusarium dieback fungus vectored by an exotic Ambrosia beetle that has been initially classified as the Tea Shot Hole Borer. The beetle is very small, about the size of a sesame seed, that when it bores into the woody parts of many different kinds of trees, including avocados, infects the wood with a Fusarium fungus. This fungus causes dieback or limbs and branches as it can infect the wood of the tree stopping the movement of water and nutrients. The workshop was well attended with at least 40 attendees including officials from different county Ag Commissioners, CDFA, USDA, UC Extension advisors, PCA's, Landscape advisors, University of California researchers, CAC representatives and avocado industry field men. Dr Akif Eskalen, the extension plant pathologist at the University of California, Riverside is the lead researcher for the Commission in investigating the spread of the dieback disease and beetle. The Commission is also sponsoring Professor Richard Stouthamer, an experienced entomology researcher from the University of California, Riverside to collaborate with Dr Eskalen in understanding the Tea Shot Hole Borer beetle. Dr's Eskalen and Stouthamer gave highly informative talks on their latest information and Dr Gevork Arakelian from the LA County Ag Commissioners office talked about the beetle.

The workshop was very successful in presenting information to a wide audience, most especially those involved with the landscape industry, alerting to the danger the disease and beetle pose to tree health. The beetle and disease appear to be widespread throughout LA County and particularly seem to favor Castor Oil plants, avocado trees, box elder and other ornamental species. The beetle also looks to be difficult to control as it spends most of its life inside the trees safe from sprays, predators and parasites. Following the seminars the workshop participants visited a site in Hacienda Heights where there were  Castor Oil plants and Avocado trees. Both were heavily infested with the beetle and showing symptoms of dieback. The signs of beetle damage can be difficult to see on some avocado trees as the holes are small and look like pin holes plugged with an orange/brown sugar exudate. It is recommended that if a grower notices anything that may look like multiple small holes on branches or the trunk, even if there is no dieback, to contact Dr Eskalen at (951) 827 3499 or by e-mail: eskalenlab@gmail.com or the CAC Office at (949) 341 1955. The website www.eskalenlab.ucr.edu has more information on the Tea Shot Hole Borer beetle and Fusarium disease.

Southern California Edison Reminds Growers to “Remember the 10-Foot Rule”

As the California avocado harvest gets underway, Southern California Edison has asked CAC to remind growers about ag worker safety, which can be summed up with the “10-Foot Rule” outlined below:

  • Maintain at least 10 feet of clearance around power lines when using pruners, ladders, harvesters, dump trucks, and other tools and equipment.
  • Assume all overhead lines are energized and potentially dangerous including service drops that run from utility poles to buildings.
  • Clearly mark boundaries to keep workers and equipment a safe distance from overhead power lines—at least 10 feet away.
  • If you must work closer than 10 feet, contact SCE in advance at 1-800-611-1911 to make safety arrangements.

Free ag safety materials are available for both Southern California Edison and Pacific Gas & Electric customers.  Please visit the links below to order yours today:

Second Annual Avo Babies Contest Launches on Facebook

The California Avocado Commission’s (CAC’s) 2nd Annual Avo Babies photo contest and microsite launched on May 10, 2012. The online promotion, designed to promote California avocados as an excellent first food for babies, runs from the Thursday before Mother’s Day through Father’s day, and leverages CAC’s Facebook page for a photo contest where parents can win scholarship prizes for their babies.

Parents can enter photos of their babies enjoying California avocados and encourage their friends, family and other Facebook acquaintances to vote for their babies. One grand prize winner, chosen by the Facebook fans, will win a $5,000 scholarship prize. Two grand prize winners, chosen by CAC will each win $2,500 in scholarship prizes.

The 2011 contest yielded excellent results, netting 250 qualified entries, nearly double CAC’s goal for the promotion. CAC has also created a microsite featuring California avocado nutrition info and tips for babies from renowned pediatricians Bill and Jim Sears, California avocado recipes for babies and contest information. Check it out at CaliforniaAvocado.com/avo-babies

The promotion will be supported with Facebook advertising and Google and Bing advertising as well. Stay tuned for updates on the winners!

Two Seafood Taco Combos Featuring California Avocados Arriving at Baja Fresh

California avocadOn May 1, 2012, Baja Fresh, a chain of fast-casual Tex Mex restaurants with 243 restaurants across the U.S., started a limited time only Catch Two Seafood Taco Combos promotion where customers can mix and match their choice of three seafood/Fresh California Avocado tacos, and enjoy them with rice and beans. Tacos on offer include Fire-Grilled Wahoo Taco with Fresh California avocado slices, Garlic Lime Shrimp Taco with Fresh California avocado slices, and Hand Battered Crispy Wahoo Taco with Fresh California avocado salsa. For 99¢ more, customers can add an extra taco and make their order a Catch Three. 

Baja Fresh operations reflect the company’s “Live Fresh” philosophy: serving fresh, high quality food in bright, clean environments, enjoying the benefits of eating well and an active lifestyle, and making a contribution to the communities they serve. Dishes on the Baja Fresh menu are made from scratch with fresh, quality ingredients, a concept that dovetails with the California Avocado Commission’s template for successful foodservice promotions.

 
 
 
 
 
 
 

Sodexo Promotes California Avocado Summer Specials at 850 Service Locations

Sodexo Corporate Services, a leading integrated facilities management company with special expertise in onsite foodservice, displays its dedication to customer wellness with five new Fresh California avocado summer menu items. The dishes will be showcased in 850 Sodexo-managed foodservice operations from May 28 through August 3, 2012.    

The five items—Turkey Avocado Club Croissant, Avocado BLT Burger, Shrimp Ceviche Salad, Avocado Caprese Salad and Avocado Breakfast Sandwich—will be offered on a two-week rotation and promoted with customized point of purchase materials at the ordering station. Each “headliner,” like the Avocado Breakfast Sandwich (grilled egg whites, ripe avocado slices and pico de gallo on a whole wheat English muffin), is designed to appeal on both a flavor and fitness level.

Sodexo Corporate Service’s e-newsletter (shown at right) which shares promotion details and spotlights Sodexo’s promotion partners (CAC is one), will target customers at 850 units. Starting with a cover photo of a delectable Shrimp and Fresh California Avocado Salad, the newsletter continues with a page dedicated to Fresh California avocado nutrition, selection and handling, and three summer-themed recipes.

 
 
 
 
 
 

Sharing the Farm to Fork Experience with Food Bloggers on a Local Grove Tour

On April 28, 2012, the California Avocado Commission (CAC) hosted a grove tour for nearly 20 influential food bloggers. To offer them a firsthand look at how the fruit is produced and packed, the tour started at West Pak packing house and continued with a tour of Bill and Carol Steed’s avocado grove in Pauma Valley. The bloggers also were able to enjoy an avocado-centric meal highlighting the versatility of the premium fruit at the property, allowing them to experience a true “farm to fork” journey.

The social media activity alone led to 91 tweets for 387,648 impressions and five Facebook posts for a reach of 112,942 with 559 likes. For a peek at the coverage so far, check out AverieCooks.com or LivLifeToo.com.

 
 
 
 

Celebrating Cinco de Mayo with the Too Hot Tamales

This year for Cinco de Mayo, the California Avocado Commission (CAC) leveraged its relationship with the Too Hot Tamales, chefs Mary Sue Milliken and Susan Feniger, to promote the premium fruit during this peak period.

Mary Sue and Susan participated in two national broadcast segments that reached millions of viewers in the days leading up to Cinco de Mayo weekend—serving as a consumer call to action. Both Susan and Mary Sue shared the Crunchy California Avocado Fritters on Access Hollywood while Susan alone demonstrated California Avocado Shrimp Tostadas on The Talk.

In addition to broadcast hits, print and online publications like San Jose Mercury News, Ventura County Star, Patch.com has run stories based on recipes and information provided by the Commission around the Cinco de Mayo holiday as well.

The chefs also serve as spokespeople for CAC during the season and will be featured in upcoming efforts towards American Summer Holidays and the 4th of July. Stay tuned for updates on CAC’s featured chefs promotions!

California Market Trends

To view all market trend graphs, including “Avocado Volume Summary,” “Weekly Price Range” and “U.S. Avocado Supply,” please visit: http://www.californiaavocadogrowers.com/market-information/.

Weather: 30-Day Outlook For California’s Coastal & Valley Areas

Synopsis...We have made a transition from an abnormally cold regime to a more typical mid or late May pattern. Hot temperatures have returned to southern California deserts with highs exceeding 100 on the last day of April. After a general, but light to moderate, rain in northwest California on May 3, there were a few leftover showers on the 4th. The same trough caused light rain, generally 0.1 inch or less from a deep marine layer, on the 4th in southern California and the central coast. The morning of the 5th was cold, with a few areas of frost in northwest California, and even some low 40’s in southern California inland valleys on May 7.

In the Near Term - May 9 to 30 ... We will be in a period of ridging from the 9th to the 16th while a trough develops off the central California coast on the 14th to 16th. A dry cold front appears ready to come through northern California on the 17th, followed by a trough and colder nights again from the 18th to 21st. We may start to see some dry thunderstorms in the Sierra Nevadas from the 14th to the 16th with south by southeast flow aloft before a trough develops on the 17th. There is support for late season rains in the form of showers and thunderstorms on a few days from the 23rd to the 30th. The issue, of course, will be the risk of dry lightning in the thunderstorms.

In the Near-Term - Southern California Avocado Region, May 9 to 30... Coastal eddy conditions will predominate during most of this period, bringing deep low clouds, drizzle, and cool days with below normal temperatures. Some warming can be expected from the 12th to the 17th and then typical "May Gray" conditions are expected from the 18th to 28th with morning drizzle on multiple dates.

May 30 to June 10... At this time the dominant area of cold sea surface temperature anomaly (SSTA) to the west and northwest of California will diminish the extent and magnitude of the anomaly. Support will increase for strong high pressure to the west of northern and central California.

During the last week of May we can expect another period of showers or rains as upper lows start to develop again for a final chance at some winter-type rains.

In Chile it is the start of the southern winter, and El Niño, now already developing, will exert some forcing for enhancement of winter-type rainfall.

May 30 to June 10 ...Southern California Avocado Region... After a cool, late May pattern with a deep marine layer and morning drizzle, we can expect a continuation of the cool conditions in early June as troughs continue to develop, although they will be weaker.

Seasonal Outlook/El Niño Update... (June 10 to August 31) Support for the westerly storm track across the north Pacific into Oregon will be decreasing quickly during the first half of June. We will enter a period in which the normal Madden-Julian Oscillation will become erratic and possibly stop during parts of this summer. We can expect mainly warmer than normal temperatures in June and much warmer than normal temperatures in July as the tropical cyclone season becomes active off southwest Mexico.

The regime change of the climate will continue in the short-term to an El Niño as we start the summer. Latest guidance from both Scripps and NOAA/CPC suggests that this will be a moderate El Niño developing over the summer and persisting through the following winter season. We have not seen an El Niño this strong or persistent since 1997-98. In addition, sea surface temperatures along and extending west from the coast of northern and central California will return to near or above normal. The greatest positive SSTAs will occur in the east-central north Pacific between northern California and Hawaii.

As summer starts, warm SST anomalies will be highest to the south of Mexico. This year, we can expect to see stronger than normal hurricanes off southern Mexico beginning in June.

August continues to look potentially active for tropical cyclones in the eastern Pacific off the southern and southwestern coast of Mexico. This will help to maintain a pattern of persistent or recurrent monsoonal southeastern flow with thunderstorms into California mountain areas. This scenario may contribute to an above normal risk of forest fires for mid and late summer 2012 in northern California and the Sierra Nevada Mountains.

Southern California Avocado Region...(June 10 to August 31) We will make the transition to a warmer than normal pattern in response to the expected changes in the sea surface temperature anomaly pattern west of California around the middle of June. Although we do not expect an early start to the hurricane season off southern Baja, once started, the hurricane season will be an active one. Hot conditions in southern California are likely to result for southern California avocado regions in July and August.

...Alan Fox, Fox Weather LLC...

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