California Avocado Marketing to Launch Voice of the Grower Campaign
The California avocado marketing team is poised to continue building on its successful consumer campaign. The 2026 season campaign evolution will focus on incorporating the “Voice of the Grower” in all creative assets, merging lifestyle content that drives purchases with authentic grower content that inspires loyalty. In January, content capture will happen at two groves, complete with full video production. The evolution to focus on the growers is due to consumer preferences surrounding authenticity and care for where their products come from. This also allows CAC to focus on the “locally grown” and “fresh taste” of California avocados, messaging that has been ranked highly in consumer tracking studies. Finally, California avocado retail partners have expressed their excitement around including grower voices in future campaigns and advertising efforts.
Check out Terry Splane’s column in the winter edition of From the Grove magazine for more information.
Marketing Team Season Kick-Off Meetings with Handlers
During the week of December 8, 2025, representatives from CAC’s marketing staff and members of the retail and foodservice teams met with six handlers to kick-start planning for the coming California avocado season. The Commission team shared marketing research and consumer marketing plans with the handlers, then engaged in an open dialogue to learn about changes with customer staffing and promotion preferences. These meetings set the stage for the development of retail and foodservice programs throughout the season.
CAC Marketing Dashboard for 2025-25 Available Online
The 2024-25 California Avocado Commission Marketing Dashboard report — which includes key performance indicators, revenue information and year-end reporting on consumer advertising, consumer public relations, online and social media marketing campaigns, retail initiatives, and foodservice outreach and research — is now available for review here.