After almost three years with the California Avocado Commission, Vice President of Marketing Terry Splane announced his retirement effective February 28. Splane’s career in foodservice and retail sales and marketing spans almost four decades; it started with Dart Container Corporation after his graduation from Washington State University in 1984, then continued with large food companies including McCormick & Company, Ventura Foods and Impossible Foods before he found his way to CAC.
“Leading the Commission’s award-winning marketing program for the past several years has been one of the highlights of my 40-year career,” said Splane. “I'm especially grateful to the dedicated CAC marketing staff, agency partners and inspirational group of avocado growers and industry leaders who made the work so impactful. My wife retired last year and now it is time for us to pursue our post-career journey together.”
Splane departs with the 2026 California avocado consumer marketing program — including its advertising and social media campaign — already developed and ready to launch when the harvest reaches promotable volume levels. Customized retail and foodservice support programs, which are a key focus for Commission marketing, are in development for the season.
While Splane is proud of the work put into developing the consumer advertising campaign with CAC, he said he’ll miss the team the most: “[They are] a team that wasn't afraid of change and always looking to enhance the brand and the business. It's the people I'll miss most—it always is.”
