Commission Hosts AMRIC Handler Webinar Showcasing 2023 Crop and Marketing Plans
On January 10, the California Avocado Commission hosted a virtual AMRIC Handler Webinar to kick off collaborative efforts designed to build successful distribution and promotion of California avocados for the 2023 season. The meeting provided the Commission with an excellent opportunity to educate AMRIC handlers about the support CAC can provide retailers and foodservice operators, while demonstrating the value and additional benefits of the fruit that outweigh pricing factors.
CAC Vice President Marketing Jan DeLyser led the meeting by providing attendees with the Commission’s strategic overview, followed by Director of Industry Affairs April Aymami who delivered a recap of the 2021-22 California avocado crop volume and presented the projected 2022-23 volume by variety and month. The Commission’s agencies then provided an overview of marketing plans including “The best avocados have CA in them” advertising campaign, the consumer social program, the media schedule, website initiatives, consumer public relations and the Living Well Brand Advocates program. This was followed by a discussion of the Commission’s tiered-account marketing strategy, California avocados’ price advantage and actionable highlights from 2022 consumer research studies. CAC retail marketing directors then shared inspirational promotion examples and ideas for the 2023 season, as well as social/digital and communications programs for the retail audience. To provide context, the CAC team also elaborated on foodservice trends relevant to planned promotions for the upcoming year. The session closed with a summary of CAC’s 2023 export program plans, which are funded through grants.
A total of 68 attendees and presenters participated in the virtual session with representatives from AMRIC handlers including Calavo, Cal Flavor, Del Rey, Eco Farms, Henry Avocado, Giumarra Companies, Index Fresh, McDaniel Fruit Company, Mission Produce, West Pak and Westfalia Fruit Americas. The session was recorded so that AMRIC handler sales teams who were unable to attend can view the material independently. By providing AMRIC handlers with a broad range of relevant information, the Commission can help encourage purchasing and supply chain decision makers to secure distribution of and encourage demand for California avocados.