The latest issue of the California Avocado Commission’s quarterly publication, From the Grove, is now available online. Highlights from the issue include:
- CAC President Ken Melban’s review of targeted increases in the 2026 retail marketing budget, CAC’s advocacy for a seasonal tariff rate quota as pertains to the USMCA, Mexico inspections and CAC redistricting
- CAC Chair Rachael Laenen’s examination of the challenges facing California avocado growers and CAC’s role in helping to address them
- A look at the redesigned GreenSheet, which will allow readers to receive timely SMS text messages, alerts and articles targeted to their specific growing region
- The results of the state-mandated referendum vote that affirmed continuation of CAC through 2031
- Highlights from CAC’s successful branded bag program
- A peek at the “marketing funnel” — a valuable tool that guides CAC’s consumer communications
- A high-level look at the evolved consumer ad campaign showcasing California avocado growers
- Spring and summer California avocado grilling recipes
- An in-depth look at the true avocado crop coefficient and how it benefits growers in assessing their water needs
- An overview of the process involved in licensing new avocado varieties
- Handler insights about early season market conditions