Commission Collaborates with Foodservice Editors in Advance of 2018 Season

  • Nov 29, 2017

At the end of October, members of the California Avocado Commission’s foodservice team attended the 2017 International Foodservice Editorial Council (IFEC) Annual Conference in Boulder, Colorado. The event, which gathers foodservice trade publication editors from across the globe, is ideal for showcasing the California Avocados brand.

The Commission scheduled appointments with a dozen editors representing 14 publications, including National Culinary Review, Restaurant Hospitality, Flavor & the Menu and Foodservice Director. Although CAC pursues publicity placement opportunities throughout the year, meetings at the IFEC conference give editors advance notice of operator/restaurant leads, photos and recipes that CAC has available for the upcoming season.

During these one-on-one planning sessions, the CAC team discussed the unique California environmental conditions and hand-grown care that differentiate premium California avocados from fruit sourced from other origins and showcased the versatility of the fruit in a variety of trendsetting applications. In addition, CAC and four other sponsors hosted an informal networking reception for 22 editors.

Chef Woolley prepping a California avocado dish for the Chef Showcase.

The Snack & Wholesale Bakery editor enjoyed sampling the Cali-rado.

The Cali-rado appetizer, named for California and the IFEC conference location in Colorado, was a hit with foodservice editors.

Upon the retirement of Peggy McCormick at the end of fiscal year 2017, the CAC foodservice agency transitioned from MMM Marketing to Kurata Communications. The team at the IFEC conference included (left to right): Kim Kurata, Peggy McCormick (retired), Dina Paz, Jan DeLyser, Alexei Rudolf, Susan Hughes, Chef Dave Woolley and Ann Segerstrom.

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