Commission Networks with Top Foodservice Trade Editors

  • Nov 19, 2019

Members of the California Avocado Commission’s (CAC) foodservice team attended the 2019 International Foodservice Editorial Council (IFEC) Annual Conference held in Madison, Wisconsin from October 28 – 30. The event — which gathers foodservice trade editors from across the globe — provided the Commission with an excellent opportunity to showcase the California Avocados brand among notable trade influencers.

The Commission’s foodservice team held 10-minute one-on-one meetings with 14 editors representing 12 foodservice publications. During these sessions, the Commission emphasized the quality and versatility of fresh California avocados in trendsetting applications, as well as the fruit’s unique terroir. In addition, CAC team members discussed how the Commission could provide support and assets — including recipes, photography and operator leads — for editorial placements in 2020.

As one of four sponsors, the Commission hosted 21 editors from 18 publications at a relaxing reception where CAC team members discussed opportunities with new editors and deepened existing editor relationships. The Commission also supported IFEC’s scholarship program by participating in the “Cream of the Crops” produce-centric raffle. The Commission will ship a half-flat of fresh California avocados to the raffle winner.

Foodservice editors representing Catersource, Club & Resort, C-Store Decisions, Datassential, Flavor & The Menu, FoodService Director, Foodservice Equipment & Supplies, Grocery Business, Nation’s Restaurant News, Plate Magazine, Prepared Foods, Produce News, Progressive Grocer, QSR, Restaurant Business, Restaurant Development & Design, School Nutrition, Snack Food & Wholesale Bakery, The Gold Medal Classroom and Technomic were present at IFEC 2019. By maintaining a high profile with foodservice trade editors and securing editorial placements, the Commission can heighten awareness of fresh California avocados among foodservice operators throughout the year.

CAC foodservice team members Susan Hughes and Alexei Rudolf network with Nation’s Restaurant News editor at the IFEC Conference opening reception. IFEC photo by Buzz Orr.

CAC foodservice team member Kim Kurata discusses the California avocado season with editors on the annual morning IFEC walk. IFEC photo by Buzz Orr.

Event branding poster and table tent design displayed at the co-hosted IFEC editor reception held at the Graduate Hotel’s “Camp Trippalindee Rooftop Camp” featured the California avocado logo and tied into the hotel’s summer camp décor.

Susan Hughes (far right) with foodservice editors at the co-hosted IFEC editor reception.

Editors and sponsors enjoying their free night out at the co-hosted IFEC editor reception.

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