CaliforniaAvocado.com Recipe Section Improvements
Since 2018, the recipe section of CaliforniaAvocado.com has received an average of 500,000 visitors annually — providing consumers with on-trend California avocado recipes that suit a wide range of dietary lifestyles and inspire them to incorporate the fruit in snacks and meals throughout the day. During the most recent refresh of the consumer website, which took place in the fourth quarter of fiscal year 2019-20, the Commission’s website and recipe development teams began a joint effort to improve the recipe section by removing old recipes, enhancing the style and clarity of existing recipes, updating recipe photos, and improving the user experience by categorizing and tagging recipes. The process began in Fall 2020 with a recipe section audit to determine where the most improvement could be made. The team then implemented its website improvement plan from December 2020 – January 2021.
To help consumers locate recipes, for many years the Commission has organized recipes into intuitive categories and tagged them with easy-to-find keywords. For example, consumers can find recipes based on their meal preference (breakfast, appetizer, dessert, soup, grilling, etc.), their dietary lifestyle (gluten free, vegan, vegetarian, paleo friendly, etc.), seasonal occasion, or ease of preparation (quick & easy, 7 ingredients or less). During the improvement project the team added categories and tags to some older recipes that are still on trend today, helping consumers to discover these gems when they search for recipes.
The team also retired outdated recipes that lacked the current quality standard the Commission maintains for recipes and recipe photos. A total of 81 recipes were either improved or deleted. To replace the retired recipes, the Commission crafted 48 new California avocado recipes and generated 158 photos. Each of the new recipes was designed to appeal to popular diets or lifestyles, ranging from omelets, pies, salads and grilled dishes to dips, spreads and charcuterie boards. A new project is underway to further optimize the way the recipes appear on the website, making them more consumer friendly for both desktop and mobile viewing.
A new recipe navigation area was added to the menu on CaliforniaAvocado.com as well, offering website visitors the opportunity to engage with featured content about the seasonality, availability and advantages of the locally-grown fruit from anywhere on the site. By improving visitors’ access to this content, the Commission can subtly educate consumers each time they visit the site for new recipes and how-to information, encouraging them to seek out and purchase California avocados.
Since its inception, recipe development has helped the Commission stay at the forefront of the industry and position CAC as the go-to resource for all things California avocados. By routinely improving its recipes, making them more easily accessible on the consumer website and improving the website visitor’s experience, the Commission can showcase the versatility of the fruit, pique consumers’ interest, build brand awareness and remain relevant in search engines and on social media.