Commission Showcases California Avocado Growers’ Stewardship and Premium Fruit at IFEC Conference
The California Avocado Commission joined 25 foodservice editors representing 25 publications and other public relations professionals at the International Foodservice Editorial Council Annual Conference: “Toast to the Coast” held in Santa Barbara, California. At the event the foodservice team positioned CAC as a resource for relevant and engaging information about California avocados and growers, showcased California avocado growers as stewards of the land and built awareness of the fruit among targeted foodservice media members.
From November 7 – 9, CAC staff met with foodservice editors to discuss how the Commission can support planned 2023 articles with assets, data and recipes from chefs/restaurants who use California avocados on the menu. Foodservice media editors representing the following publications were present at the event: CAFÉ, Campus Dining Today, Catersource/Special Events, Datassential, Flavor & The Menu, Food Management, Foodservice Director, FSR, Healthy School Recipes, National Culinary Review, Nation’s Restaurant News, Plate, QSR, Restaurant Business, Restaurant Hospitality and School Nutrition. One-on-one meetings with foodservice media representatives at events such as this help encourage placement of California avocados in articles that will heighten awareness of the fruit among foodservice operatives throughout the year.
To increase its visibility at the event, CAC sponsored the early registration sweepstakes to encourage members to register for the conference. One editor and one publicist were awarded California avocado-themed gift items as part of the sweepstakes. The Commission also co-sponsored the “California Dreamin’” themed lunch and provided California avocado-printed pouches with California avocado cutters as event premiums.
As part of the event’s California agriculture food tour, attendees also visited with Rick and CJ Shade, of Shade Farm Management, during a California avocado grove tour. Attendees learned about the cultivation and growing process of California avocados, with the tour guides showcasing growers’ stewardship of the land, adherence to stringent growing practices and the growers’ passion for the fruit.
The opportunity to network with foodservice editors, discuss the provenance and seasonal availability of the premium fruit, build awareness of the Commission’s expertise and resources, as well as provide attendees with a behind-the-scenes look at California avocado groves will help secure editorial placements that encourage demand for and loyalty to the California Avocados brand.