The California Avocado Commission's (CAC) Business Plans are comprehensive documents designed to outline the diverse budgetary, marketing, industry affairs and product research objectives and strategies implemented annually in support of CAC's Mission Statement:

To maximize grower returns by enhancing premium brand positioning for California avocados and improving grower sustainability.

The CAC Annual Business Plan 2021-22 provides California avocado growers with the following information:

  • CAC Mission and priorities
  • California avocado industry strategic intent through 2025, including consumer and trade strategies, industry and research outreach goals and performance measures
  • Consumer and trade advertising annual action plans. Including the extension of “The best avocados have California in them” integrated campaign
  • California avocado marketing programs including media, email, online, and social media marketing
  • Annual trade and consumer public relations, events, Season Opener Virtual Cooking Class, celebration of 10th Annual California Avocado Month, Brand Advocates, Living Well Brand Advocates, chef programs, California avocado safety and sustainability, and nutrition/recipe communications action plans
  • Social media strategies, including the launch of a TikTok program and updated criteria for 2022 brand social partnerships across all of the Commission’s social platforms
  • Consumer website maintenance, optimization of FAQ page based on user testing, upgrading search experience using filter and sort options, online recipe section enhancement, expansion of Grower Stories section
  • Industry outreach including further development of LinkedIn channel, Avocado Grove Open House and attendance at and sponsorship of key industry events including international produce event
  • California avocado retail and foodservice marketing strategies and action plans, including Retail Dietitians and Cooking School relations and California avocado safety and sustainability infographic
  • Retail merchandising studies, including Market Trends reports, AMRIC data report and Market’s Analysis report, as well as Avocado Business Reviews for targeted retail accounts
  • Export program promotions and marketing opportunities including point-of-sale support
  • California Avocado merchandise shop business plan
  • Industry affairs initiatives and deliverables, including crop forecasting and analysis,  legislative and regulatory advocacy, field/technical support, sustainability outreach, water and labor issues, Pine Tree Ranch management, production registrations and field days
  • Grower outreach via digital and print publications, newsletters, field meetings/seminars/workshops, grower forums and grower website upgrade and website accessibility upgrades
  • Specific production research goals and deliverables by topic — avocado seed and stem feeding weevils, herbicide safety and efficacy, field testing and potential release of five advanced rootstocks, and avocado lace bug
  • Annual budget

Copies of past CAC Business Plans are available in the Related Content menu in the right-hand column.