Commission Celebrates Start of the Season with James Beard Foundation’s Taste America® Tour
To help publicize California avocado season, the California Avocado Commission (CAC) was a local San Francisco sponsor of the James Beard Foundation’s Taste America® national tour, presented by Capital One®. Highlights from the sponsorship included a Raising the Bar event on March 5, where California Avocado Zen Cocktails were served and the Taste America gala on March 6, where James Beard Award-winning chef Charleen Badman, a CAC spokesperson, provided samples of her Savory Avocado Tart recipe to 450 influential guests. Social media support of the events generated nearly 10,000 impressions and 59 unique engagements.
Chef Charleen Badman of FnB Restaurant, joined CAC in celebrating the season kickoff by developing a one-of-a-kind dish, serving it at the recent 2020 James Beard Foundation Taste America® Gala in San Francisco, and sharing the recipe with at-home chefs everywhere.
After spending childhood summers with her family in San Diego, Chef Badman enjoyed several homemade meals featuring heart-healthy California avocados, grown in her grandparents’ backyard. “At an early age, I learned the importance of eating what you grow,” said Chef Badman. “This has always reinforced my commitment to ingredients like fresh, California avocados, that are grown close to home and harvested at their peak for consistent taste and texture.”
The Commission shared news of its sponsorship activity in a March 10 trade press release, reaching dozens of produce and grocery publications. In addition, CAC showcased Chef Badman’s Savory Avocado Tart recipe in its season opener consumer press release. Based on 2019 results, the Commission expects the release may garner about 70 million impressions. By showcasing innovative California avocado usage ideas at the start of the California avocado season, the Commission is able to generate excitement across trade and consumer audiences encouraging them to seek out California avocados.