Commission Demonstrates Industry Support and Showcases California Avocados at FPFC Luncheon

On March 16, more than 150 industry members gathered at the Langham Hotel in Pasadena, California for the Fresh Produce and Floral Council Membership Luncheon. The robust attendance at the event demonstrated the interest and commitment of the produce industry to re-engage in in-person events as the pandemic recedes. The luncheon sponsorship offered the California Avocado Commission an impactful opportunity to build awareness of and loyalty to the fruit.

As a key sponsor of the luncheon, the Commission was afforded the opportunity to showcase the quality of California’s healthy 306-million-pound crop during a presentation by CAC Retail Marketing Director Carolyn Becker. The onscreen presentation also spotlighted the Commission’s consumer marketing program, including CAC’s montage video, digital ads, advertising partners and integrated content platforms. Becker closed the presentation by demonstrating how CAC’s retail partners utilize the Commission’s advertising program, retail display bins and point-of-sale materials to generate excitement about the California avocado season and encourage avocado shoppers to find and buy the fruit.

Commission staff were on hand in the key sponsor area to answer attendees’ questions, build and maintain relationships with industry leaders and discuss advertising components with potential retail partners. By broadening awareness of the California avocado crop and the Commission’s award-winning marketing programs, the Commission helps secure procurement of the crop heading into the peak season.