Bristol Farms Passport to Savings Program Promotes Locally Grown California Avocados
From April 1 through May 6 the California Avocado Commission partnered with premium retailer Bristol Farms in their Passport to Savings program with an in-ad savings coupon. Produce managers and chalk artists in 12 local Bristol Farms stores got behind the promotion by creating special chalk art signs and making huge displays of California avocados at the front of the stores, as well as in produce departments. These big displays brought big attention to California avocados key messaging and helped to sell more of the fruit. The Commission judged the signs in a contest for best attention-getting design and communicating the locally grown message.
Mollie Stone's Markets Showcases California Avocado Sustainability for Earth Week
Mollie Stone's Markets highlighted California avocados in their comprehensive Earth Day campaign. CAC’s retail marketing team worked directly with Mollie Stone's to create compelling assets for their Instagram, Facebook, website and newsletter. The content featured California avocado farmers' sustainable practices, emphasizing no-till farming, soil erosion prevention and improved water management — key environmental benefits that distinguish California avocados in the marketplace.
The jointly developed campaign used striking grove imagery and messaging about locally grown produce that travels shorter distances, going "from grove to store in a few short days." Though created for Mollie Stone's Markets specifically, this campaign reached consumers throughout the Bay Area, building awareness that the California avocado season is in full swing.
USC Celebrated Earth Day with California Avocados
Partnering with the USC Hospitality team, the California Avocado Commission helped USC students and staff continue to celebrate Earth Day and “Eco-Monday” on April 28 with fresh California avocados available at several stations within the Everybody’s Kitchen (EVK) dining hall throughout the day. The popularity of the event was evident, as it was the busiest day of the semester for that dining hall, with nearly 2,600 students served and a 13% lift in traffic for the event. USC students stopped by the Commission table and learned about locally grown and sustainably farmed California avocados while they enjoyed Chicken Salad with California Avocado Chunks, California avocados at the popular Poke Bowl station, and an adaptation of EVK’s overnight oats with California Avocado Chocolate Overnight Oats.
Through strategic planning and discussions, the foodservice team worked to bring allergen-free menu concepts that were easily incorporated into the dining hall’s current stations, encouraging sales of California avocados.
Continued California Avocado Trade Press Coverage
California avocado season updates and marketing efforts continue to be covered by the trade press. Here is a sampling from April and early May:
- AgNetWest
- California Fruit and Vegetable Magazine
- Fresh Plaza
- FreshFruitPortal
- Produce Market Guide (reprint from The Packer)
