Optimism is high as the newly minted Commission assumes general responsibility for, and the authority to make, final decisions concerning California avocado advertising, promotion and market research.
1977 - 1978
Celebrating 40 Years!
1977-1978 Season Summary
The crop set a new record at $79.7 million and secured the second highest per acre gross returns for California fruits. Total avocado plantings increased by 7,000 acres. As Hass continued to gain dominance, with 49 percent of total volume, the Commission continued to market “other greens” and to conduct market research studies to gather consumer perceptions of non-Hass avocados.
- Registered Terrazole as a root rot fungicide
- Gathered promising results for two soil and systemic fungicides and Guatemalan rootstocks that appear to have excellent resistance to root rot
- Continued black streak research with a focus on early chemical diagnosis of the disease
- Conducted studies to control and eliminate western avocado leaf roller, greenhouse thrip, avocado looper and avocado brown mite
- Gathered data indicating oil content test methods unreliable, indicating oil content is a poor criterion for harvest maturity
- Initiated a study of market potential in foreign countries
- Leading export markets: Canada, followed by Mexico (despite embargo on U.S. avocados), France and Japan
- Japan seen as appealing market due to rising affluence, westernization of tastes and lifting of trade barriers
- Broadened the key media vehicle of women's print, targeted affluent women ages 35+, and focused its TV advertising on younger consumers