Commission Retail Sales Contest Encouraged More Ways to Eat a California Avocado
Everyone knows that California avocados are great in guacamole, but your retail marketing team challenges retailers to promote additional ways to use them – so shoppers buy more. Bristol Farms was put to this task in August with a California Avocado Commission-sponsored sales contest to use signage and cross-merchandising of complimentary products to give shoppers new ideas for using California avocados.
The winning stores developed creative educational signs and displays that grabbed attention and shared various ways to use avocados and what to pair them with. When new ideas to eat avocados result in selling even one or two more California avocados weekly per store, it benefits growers.
Voice of the Grower Videos Bring the Grower Story to Life
Throughout peak season, the California Avocado Commission brought the Voice of the Grower campaign to life through video content that gave consumers an authentic look at the people, passion and care behind California avocados. Featuring real California avocado growers and their stories, the videos created a more personal connection between consumers and the people behind the fruit while reinforcing the quality and value of California avocados.
The campaign delivered strong results across video channels, with Linear TV (traditional broadcast television) across more than 20 networks generating nearly 11.7 million impressions, which overdelivered on the planned goal by 300%. Combined with connected TV (internet television/streaming) and additional online ads, the campaign delivered nearly 37 million impressions and drove more than 13,000 website visits. YouTube promotions reached more than 12 million unique users, while retailer videos that tagged 10 retailer partners reached 3.7 million unique users.
The extension of the campaign across brand and retail media allowed the grower story to reach audiences throughout the path to purchase, helping drive both brand awareness and California avocado purchase intent.
CAC Representatives Met with Current and Potential Customers at the 2026 Global Produce & Floral Show in October
The California Avocado Commission (CAC) participated in the 2026 International Fresh Produce Association (IFPA) Global Produce & Floral Show, held in mid-October in Orlando, Florida. The annual event provided an important opportunity for CAC to connect with existing and prospective retail and customers, distributors and other industry partners while laying the groundwork for the 2027 California avocado season.
Throughout the show, CAC staff, retail marketing directors and Board Chair Rachael Laenen engaged with industry representatives and trade media at the California Avocados exhibit booth and across the convention floor. Discussions focused on strengthening industry relationships, exploring promotional opportunities and encouraging early planning for the upcoming California avocado season to help drive demand and sales.
As one of the fresh produce industry's premier events, the IFPA Global Produce & Floral Show brings together businesses and organizations from across the global produce and floral supply chain. The 2026 event featured more than 1,000 exhibitors and an estimated 20,000 attendees.
Retail Trade Advertising Maintains Engagement and Builds Momentum for 2027
The California Avocado Commission's retail trade advertising campaign continued throughout the 2026 season, highlighting the "California Advantage" across leading produce industry publications. Digital advertising in September and October also promoted the Commission’s presence at the IFPA Global Produce & Floral Show in Orlando, supporting industry engagement and early planning for the 2027 California avocado season. Complementing these efforts, CAC’s retail newsletter delivered timely market insights, promotional resources and information to support retail planning. The newsletter’s performance metrics reflect solid readership and strong engagement among its targeted retail audience.
