Winter 2020 Issue of From the Grove Available Online
The Winter 2020 issue of From the Grove is now available on the California avocado growers website. The latest issue provides a wide range of articles that examine the unprecedented challenges of the past year and look ahead to the opportunities of the 2021 season.
Highlights from the issue include:
- CAC President Tom Bellamore examines FOB price data, recent tracking research and the marketing team’s “Dashboard” report as he discusses the success of the Commission’s brand-building strategy despite a challenging year
- CAC Chairman Rob Grether’s inaugural column reflects on the four pillars of the Commission that fill him with confidence for the future — Commission staff, marketing efforts, board members and California avocado growers.
- Results from the 2020 CAC General Election and the election of new CAC Executive Committee members
- CAC Industry Affairs Director April Aymami discusses the reduced 2020-21 assessment rate and provides highlights from the Commission’s business plan and budget
- Profiles of the Commission’s new four-person Executive Committee
- Insights from The Economic Impact of Avocado Growers and Handlers in the State of California report showcasing California avocado growers’ state-wide impact on economic output, labor income, jobs and indirect business taxes
- CAC Vice President of Industry Affairs Ken Melban outlines the Commission’s consideration of a Section 201 investigation
- A summary of the Commission’s advocacy efforts on behalf of California avocado growers, including a push for including growers in the second round of the Coronavirus Aid, Relief and Economic Security Act and negotiations that led to permanent reduced agricultural water rates in San Diego County
- A high-level review of the Commission’s outstanding marketing accomplishments in a season marked by a pandemic and social unrest
- A look at the re-launched CaliforniaAvocado.com consumer website and a review of the Commission’s participation in virtual trade shows
- Highlights from the Commission’s blogger advocate and influencers program and the newly-launched California avocado online merchandise shop
- A profile of California avocado grower Chris Sayer and his Saticoy- and Santa Paula- based ranches
- Dr. Tim Spann walks growers through the steps they can take this winter to prepare their avocado groves for the 2021 season, from irrigation and fertilization to harvesting and pruning
- A high-level summary of Dr. Patricia Manosalva’s rootstock breeding and organic disease management projects
- Findings from Dr. Mark Hoddle’s research concerning big avocado seed weevil integrated pest management
- Insights from California avocado handlers concerning the potential and challenges of the 2021 season
