The California Avocado Commission’s retail trade advertising program builds awareness of the California Avocados brand while highlighting the tools and support available to retailers. This season, the trade campaign centers on The California Advantage, reinforcing the benefits the California avocado season brings to retailers, including higher unit and dollar performance when and where California avocados are carried. The ads align with CAC’s consumer messaging by emphasizing that California avocados are locally grown and sustainably farmed, while directing readers to CAC’s retail webpage for insights and resources.
The campaign runs from March through October and features print and digital placements in top produce industry publications such as The Packer, The Produce News, Produce Business, The Shelby Report, AndNowUKnow and The Produce Reporter. Media presence will be heavier early in the season, ahead of key in-season holidays and leading up to CAC’s participation at the International Fresh Produce Association’s Global Produce & Floral Show in October. Additionally, email and web advertising extend the campaign’s digital reach.
CAC’s retail newsletter further engages existing industry contacts, including current retail partners, while also extending CAC’s reach to small-to-midsize independent retailers looking for resources and information about California avocados. The newsletter shares performance data, consumer research, merchandising tools and California-origin messaging that supports stronger in-store performance.
