April 2024 Marketing Digest

Season Launch Marketing is Underway 
Online, in the groves and at the store, the California Avocado Commission is helping launch the season with distinct local market activations as well as a regionwide, all-new advertising campaign. Both showcase how California avocado farmers grow premium quality avocados by prioritizing responsible, sustainable farming practices, worker well-being and support for their communities. 

The week of April 1, CAC launched its new advertising campaign throughout the entire Western region. The “What’s Inside a California Avocado” advertising spotlights “the California difference,” by going straight to the groves, showcasing growers and focusing on communication of locally grown and sustainably farmed. Streaming and airing through summer, media for the campaign strategically targets avocado shopper audiences, driving consumers to retail stores that carry California avocados. Media placements include video, audio and custom digital partnerships. 

Foodservice Connecting with Local, Independent Restaurateurs  

Targeting local independent and regional chain restaurateurs, the Commission foodservice team attended the California Restaurant Association San Diego Chapter’s Economic Forecast meeting and the Los Angeles Chapter’s local mixer during the first quarter of calendar year 2024. Generating interest and awareness for fresh, locally grown and sustainably farmed California avocados, the team met with several restaurateurs and supply chain contacts.

Retail Marketing Directors Continue Setting Up Programs in April 

The Commission’s retail marketing directors are continuing to facilitate the transition to the California avocado crop and setting up marketing programs with retailers.  

Trade Advertising and Public Relations 

Retail trade advertising continues in April with digital advertising. On April 2, the CAC team distributed two press releases: one to consumer media announcing availability of California avocados at local retailers, and another to trade media outlets highlighting marketing support for the crop. Pick-up of the trade release included Blue Book Produce Reporter, Perishable News and The Produce News, among others. FreshFruitPortal and The Packer also ran interview articles about California avocados.

Fusion Presents the California Avocado Market Analysis Report

In April, Fusion completed and presented the California Avocado Market Analysis report to Commission staff members. The comprehensive report provides insights into the state of California avocados and the avocado category overall, with a long- and short-term analysis of shipment volume, FOB prices, retail pricing and sales trends.

The detailed information and data compiled give staff and agencies a deeper understanding of the California avocado category. It also provides findings that can help promote the business benefits of carrying and promoting California avocados throughout the season. CAC’s retail marketing directors share the data with retail partners to provide specific information to help build demand for the California fruit. Additionally, the report helps CAC staff to engage in data-driven decision-making to further enhance marketing programs.