Commission Showcases California Avocado Growers’ Land Stewardship at IFEC

  • Dec 15, 2023

From November 1 – 3, representatives from the California Avocado Commission foodservice team attended the International Foodservice Editorial Council 2023 Annual Conference held in Louisville, Kentucky. The event offered the Commission multi-day opportunities to demonstrate its leadership as a resource for information about California avocados while pitching content ideas to build awareness of the California Avocados brand.

The event brought together 22 foodservice editors representing 21 publications, including CAFÉ Gold Medal Classroom, Datassential, Flavor & The Menu, Food Management, Foodservice Director, FSR, National Culinary Review, Nation’s Restaurant News, Plate, QSR, Restaurant Business, Restaurant Hospitality, School Nutrition and Supermarket News. The Commission co-sponsored a Thursday evening editor networking event with Barilla, the Idaho Potato Commission, National Mango Board, National Watermelon Promotion Board and True Aussie Beef & Lamb. The icebreaker was hosted at Noble Funk Brewing, a local bar and handmade pizza restaurant, providing the Commission with an opportunity to develop working relationships with the attendees in a relaxed and enjoyable atmosphere.

Throughout the conference, CAC team met with foodservice editors to discuss how the Commission can support their planned 2024 articles with relevant assets, data and information from chefs/restaurants who use California avocados on the menu. While networking, the Commission positioned California avocado growers as stewards of the land who follow stringent growing practices and showcased growers’ passion for the fruit. Securing media placements that showcase California avocados, recipes and relevant information help heighten awareness of the fruit among foodservice operators throughout the year while encouraging demand for and loyalty to the brand.

CAC’s Kim Kurata discusses story angles with Amelia Levin, editor of the National Culinary Review.

Ann Rolke, part of CAC foodservice team, discussed upcoming articles with Plate editor Liz Grossman.

Foodservice editors enjoyed downtime at an evening event co-hosted by the California Avocado Commission.

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