In late April, the California Avocado Commission hosted 27 key media, foodservice, and retail partners for the “THIS is California Avocado Season Grove Tour” at Camlam Farms in Camarillo, hosted by the Lamb family. The immersive experience highlighted the care and dedication behind California avocado farming, emphasizing local, sustainable and ethical practices.
Designed to strengthen media relationships and boost in-season coverage, the tour also aimed to deepen loyalty among retail and foodservice partners by offering a firsthand look at what sets California avocados apart.
Attendees included representatives from Buzzfeed, Eater LA, LA Times, Edible Monterey, AllRecipes, Yahoo!, Santa Barbara Independent, Fresh Fruit Portal, Produce Blue Book and The Packer, as well as foodservice and retail guests. These media help shape consumer awareness through articles, social posts and videos, menus and in-store experiences.
The event began with a California avocado-themed dinner, followed by a grove tour the next day. Guests rode by wagon through Lamb Hass and Hass avocado trees, observing live demos on irrigation, pollination and harvest. They picked fruit, competed in a guacamole contest, and enjoyed a California-inspired lunch and avocado tasting menu. The visit concluded with a Q&A session with Robert, John and Maureen Lamb Cottingham.
The tour fostered deeper connections with influential stakeholders, reinforcing the value of California-grown avocados. By offering a personal look at the growers and their practices, CAC built lasting affinity that can translate into increased coverage, menu inclusion and shelf space.
The results were immediate, with media coverage reaching an estimated 63 million people to date. For more details and photos please check out the summer edition of From the Grove magazine.
