Commission Showcases California Avocados and New Staff at Global Produce and Floral Show
From October 19 – 21, members of the California Avocado Commission attended the nation’s largest produce show — the International Fresh Produce Association Global Produce and Floral Show held in Anaheim, California. The event, which gathers industry leaders from across the U.S., provides the Commission with an impactful opportunity to showcase and build loyalty to the California Avocados brand, while encouraging demand for the fruit with key retail decision makers.
Throughout the event, the Commission’s top priority was to meet with retailers to demonstrate the value of premium California avocados. The Commission’s Retail Marketing Directors David Anderson and Carolyn Becker met with a variety of retailers including Costco, Nugget Markets, Sam’s, The Fresh Market and Walmart representatives.
CAC Board Chair Rob Grether, Vice President of Industry Affairs Ken Melban and Vice President of Marketing Terry Splane met in person with Hass Avocado Board representatives. The CAC leadership team also met with attending California avocado handlers, as well as California avocado growers who stopped by the Commission’s booth located along the prime “broadway” of the show.
The global gathering also provided the Commission with a unique opportunity to introduce new CAC staff to retail, trade and industry partners. Terry Splane was on hand to speak with booth visitors as was CAC’s new Marketing Manager Lori Small. Lori, who joined the Commission in October, brings her extensive public relations and communications experience to the Commission. Before her prior position with Hill + Knowlton Strategies, Lori worked for more than a decade on the CAC account as part of the PR firm Golin. At CAC, she will apply her expertise to many communications projects, including a project designed to improve marketing investment efficiencies by bringing some public relations activities in house.