California Avocado Commission Sponsors FPFC’s Southern California Reception and Expo
This year the Fresh Produce and Floral (FPFC) SoCal Expo provided the California Avocado Commission (CAC) with an opportunity to showcase California avocados to some of the region’s most influential produce managers and retail decision makers. CAC was a co-sponsor of the social media background at the inaugural Monday Night Adventure Reception held at Disney’s California Adventure Park. This signage put the California Avocado brand front and center for the 550 retail executives, Expo exhibitors and high-level sponsors who were invited.
On the following day, 700 Expo guests at the CAC-sponsored Keynote Breakfast Session listened to Keynote Speaker, chef Andrew Zimmern. The “Put More on Your Plate” themed event focused on the benefits of fresh fruits and vegetables as part of a healthful lifestyle.
At the Expo session following the breakfast, the CAC team had the opportunity to discuss the California avocado season and customized promotional opportunities with Paul Kneeland, Senior Produce Director, and John Fujii, Senior Produce Buyer for Gelson’s Markets; Sheryl Salazar, Produce Sales Manager, Albertsons, Vons; Don Gann, Produce Director for Stater Bros. Markets; John Savidan, Briston Farms; Scot Olson, Produce Director, Daniel Bell, Produce Category Manger for Grocery Outlet; and Kent Kuwata, Produce Merchandiser for Smart & Final. The event exceeded expectations with 1,600 Expo attendees on Tuesday.