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 2020-21 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, grove tour video, California Avocado Month recipe contest and launch of California Avocado Summer Entertainment Drive-in Movie Series
  • Annual trade and consumer public relations, events, Food/Wellness/Lifestyle Blogger Advocates, chef programs, and nutrition/recipe communications action plans
  • Consumer website maintenance, online recipe section optimization, user testing and data analytics plans to create a 2022 enhancement and optimization roadmap
  • Industry outreach including further development of LinkedIn channel, and attendance at and sponsorship of key industry events
  • California avocado retail and foodservice marketing strategies and action plans
  • Retail merchandising studies, including State of the Category Report and Shopper Preferences: Levels of Ripeness
  • California Avocado merchandise shop business plan
  • Industry affairs initiatives and deliverables, including legislative and regulatory advocacy, water and labor issues, Pine Tree Ranch management, production registrations and sustainability
  • Grower outreach expansion with digital and print publications, newsletters, field meetings/seminars/workshops, grower forums and grower website upgrade and ADA compliance project
  • Specific production research goals and deliverables by topic — rootstocks, GEM avocado scarring, herbicide safety and efficacy, avocado seed and stem feeding weevils, micropropagation, Botryosphaeria branch canker
  • Annual budget

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