Commission Showcases California Avocados While Gaining Industry Insights at Key Events
In May, the California Avocado Commission attended two valuable industry events that provided CAC with the opportunity to showcase the Golden State fruit while networking with key decision makers and media members.
The Marketing Executives Group event was held from May 18 – 20 in Chicago, Illinois. The event is a marketing-focused study group of the National Restaurant Association that gathers a broad mix of multi-unit restaurant brand decision-makers from the foodservice industry. As a sponsor of the event, CAC’s foodservice team had the opportunity to serve nearly 200 samples of on-trend California avocado-centric menu concepts including California Avocado Roll Bowl Salad and Vegan California Avocado Pizza with Kale-Cashew Pesto. The team gained valuable insights concerning the state of the foodservice industry and connected with 19 chain restaurant company representatives. The Commission is now exploring menu development and promotion opportunities for the 2022 and 2023 seasons with six of those brands.
On May 23, the Commission foodservice team attended the International Food Service Editorial Council National Restaurant Association “Bubble Party” reception at the Royal Sonesta Chicago River North Hotel. The event brought together foodservice media editors and marketing/public relations contacts associated with foodservice operators. Thirteen editors from 15 media brands were represented, including CAFÉ, Catersource, Datassential, el Restaurante, Flavor & The Menu, Food Management, FoodService Director, FSR, National Culinary Review, Nation’s Restaurant News, Plate, Prepared Foods, QSR, Restaurant Hospitality, and Restaurant Business.
Attendees enjoyed samples of the California Avocado Summer Roll during the reception while CAC foodservice team member Susan Hughes networked with key foodservice media and operator contacts. This in-person networking event with foodservice editors ensured California avocados remain top of mind as they consider future editorial calendars. Events such as this play a key role in helping the Commission establish relationships with media members and developing pathways to securing editorial placements that will encourage demand for California avocados and build loyalty to the brand.