Commission Pitches California Avocado Story Ideas to Foodservice Editors
Each year, the International Foodservice Editorial Council Annual Conference brings together foodservice editors from around the globe, providing the California Avocado Commission with ample opportunities to pitch California avocado leads, photos and recipes for editorial placements. This year, the event flipped from an on-site conference to a virtual event — the IFEC To-Go — held from October 27 – November 2.
The annual conference included one day of foodservice industry education sessions followed by four days devoted to one-on-one office hours wherein attendees could virtually meet with editors. Foodservice editors representing the following publications took part in the event: Catersource, Club & Resort Chef, C-Store Decisions, Datassential, Flavor & The Menu, FoodService Director, Food Management, FSR, Healthy School Recipes, National Culinary Review, Nation’s Restaurant News, Plate, Prepared Foods, QSR, Restaurant Business, Restaurant Hospitality, School Nutrition, Snack Food & Wholesale Bakery and The Gold Medal Classroom.
As a Gold Sponsor of IFEC To-Go, the Commission maintained a high profile at the event securing premium placement on ifeconline.com and the virtual event platform that ensured the California avocado brand was front-and-center among foodservice influencers. Members of the CAC foodservice team scheduled one-on-one meetings with 11 foodservice editors, pitching approximately 60 story ideas, operator leads and recipe placements. Editors expressed interest in about 45 of the pitches, which the team will follow up on in 2021. During the sessions, the Commission’s team also showcased the quality of in-season California avocados by sharing trending menu applications that demonstrated the versatility of the Golden State fruit.
By attending the virtual event, CAC was able to reinforce key California avocado messaging with influential foodservice editors and pitch unique recipe and article ideas of interest to their readership. Placements such as these help ensure the California Avocados brand remains top-of-mind throughout the year.