COMMISSION LAUNCHES CALIFORNIA AVOCADO MERCHANDISE SHOP
On September 8 the California Avocado Commission (CAC) launched a California avocado merchandise shop to sell California avocado-branded merchandise online. The shop is designed to satisfy consumers who have asked where to buy such items and to promote the California avocado brand via its aficionados.
“The California Avocado Commission team has worn California avocado-branded apparel at festivals and events for years, and we always hear ‘where can I buy a shirt/hat/bag like that?’”, said CAC vice president marketing, Jan DeLyser. “Now fans will have a convenient online shop where they can finally purchase merchandise and show off their love of California avocados.”
Shoppers can find the merchandise at shop.californiaavocado.com and will be able to purchase directly from social media platforms Facebook and Instagram. Some of the merchandise showcases art from CAC’s advertising campaign, “The best avocados have California in them.” Other items for sale feature a variety of designs promoting the brand, such as a t-shirt with artwork of the California flag that use an avocado instead of the State’s bear, California avocado socks and more. The shop includes other apparel as well as novelty items. Fresh avocados, however, are not among the goods for sale.
“The Commission is not in the business of selling avocados, not though traditional channels and not through the online store,” said DeLyser. “This program is all about dynamic and engaging marketing to support the California avocado brand.”
The purpose of the California avocado merchandise shop is to promote California avocados through graphics on items consumers will wear and use publicly. The business plan proposes an eventual break-even operation that generates enough sales and profit to cover cost of goods, operating and marketing costs to run it.
Marketing support for the California avocado merchandise shop began in early September. CAC sent media kits with an offer for sample merchandise to about a dozen top-tier food and lifestyle reporters under embargo, meaning they had to hold coverage until Shop.CaliforniaAvocado.com went live. An email blast announced the launch of the shop to nearly 200,000 California avocado newsletter subscribers. Now, a social campaign is highlighting the array of merchandise, and an influencer marketing program involving twenty social influencers is encouraging engagement with the shop.