This season, the California Avocado Commission launched a new Retail Newsletter designed to deliver actionable insights, strategic tips and merchandising resources to retail buyers, merchandisers and category managers across the nation. To build loyalty with existing retail partners and target new, small-to-midsize independent retailers, the email newsletter offers information designed to help drive sales and enhance customer experiences with the Commission while reinforcing the quality and freshness of the California fruit.
Designed for busy retail professionals, the newsletter is optimized for mobile and focuses on actionable takeaways, complementing CAC’s consumer and trade marketing efforts while positioning California avocados as a premium product. The newsletter directly communicates the business benefits of carrying California avocados by sharing:
- Retail performance data
- Consumer insights and research highlights
- Merchandising tools and seasonal promotional ideas
- Sustainability and California origin messaging
The first two issues, which were released in April and July, achieved above-average engagement with an open rate of more than 25% and a click-through rate of 5%. This early performance suggests the newsletter content is relevant and valuable for retailers, signaling strong potential for continued growth. Subsequent issues will be delivered throughout California avocado season and leading up to the International Fruit and Produce Association Global Produce and Floral Show.
The newsletter subscription also was promoted on CAC’s LinkedIn page, helping extend its reach and visibility within the industry. By communicating insights and demonstrating the value of California avocados directly to retail decision makers through key messaging and data, CAC can showcase its retail resources and build demand, preference and loyalty for the brand. Ultimately, by deepening its engagement with retail decision makers, the Commission can expand retail opportunities and strengthen California avocados’ market presence.
