2018 California Avocado Season to be Showcased at PMA Fresh Summit

  • Oct 10, 2017

Nearly 20,000 people, including retailers, distributors, produce association members, importers, growers, media representatives and educators will attend the premier trade convention for the produce industry — the Produce Marketing Association (PMA) Fresh Summit 2017 — in New Orleans from October 19 – 21. California Avocado Commission (CAC) President Tom Bellamore and CAC staff will join tens of thousands of attendees from more than 60 countries to showcase the upcoming 2018 California avocado season.

The three-day event begins with a day of educational sessions and networking opportunities, followed by a two-day expo where CAC will meet with stakeholders in Booth #1033. On Friday during the expo, Registered Dietitian and media spokesperson Manuel Villacorta will share his Avocado White Bean Dip recipe with dietitians taking part in the CAC-sponsored Produce for Better Health Association supermarket dietitian program.

On both Friday and Saturday CAC staff will host retailers, distributors, avocado stakeholders, and media members at the Commission’s booth. This year’s graphics feature designs by California artist Michael Schwab that evoke the California lifestyle and pair the natural beauty of the state with California avocados. The Commission will break with tradition this year due to a lack of availability of California avocados and serve tasty dishes with a New Orleans flare to retailers and media who visit the CAC booth to learn more about California avocados and plans for the upcoming season.

The Commission’s key objective at Fresh Summit is to generate excitement for the 2018 California avocado harvest — which is expected to be larger and in season longer than in 2017 — by showcasing the Commission’s unique blend of traditional media, digital, social media, merchandising and public relations tools. Retailers who visit the booth will have the opportunity to review the successes of the 2017 campaign — which reached millions of targeted consumers — and to discuss a customized marketing plan suited to their unique consumer demographics and company strategies.

“Consumer demand for California avocados continues to be very strong, and CAC’s marketing support with participating retailers is yielding outstanding results,” said Jan DeLyser, CAC vice president marketing. “We are excited to share ideas with targeted Fresh Summit attendees and demonstrate how our integrated marketing tools can benefit them by connecting with California avocado fans.”

Signage on the CAC booth draws attention on the show floor and serves as photo backdrops (2016 booth photo).

A large hanging sign helps attendees find the California Avocado Commission at the Fresh Summit expo (2016 photo).

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