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 2022-23 provides California avocado growers with the following information:

  • The California Avocado Commission’s four priorities, mission statement and vision
  • California avocado industry strategic intent through 2025, including key industry aspirations, competitive advantages, brand positioning/promise, target markets, CAC’s core values, critical factors for success and key performance measures, objectives and strategies
  • A summary of integrated California avocado marketing programs including media, email, online, outdoor, search engine optimization and social media marketing
  • Continued evolution of the well-received “The best avocados have California in them” brand campaign
  • Social media strategies, including content creation, further development of CAC’s TikTok platform, developing cultural content in line with targeted consumers’ interests and updated creative best practices based on the latest platform formats for Facebook, Instagram, Twitter, Pinterest and TikTok
  • Consumer website maintenance and initiatives: optimization based on analytics reports, enhancement of newsletter signup and the online store locator, user testing, content development
  • Seasonal consumer and trade public relations such as: news bureau outreach, media tracking/reporting, the Brand Advocate Program, Living Well Brand Advocate program, and chef partnerships
  • Trade outreach including LinkedIn content development, grower, retail trade advertising, photography/videography and attendance at and sponsorship of key industry events
  • Foodservice marketing and outreach including foodservice chain menu development, foodservice AvoGrove Open House with flavor pairing sessions, foodservice chain performance programs, foodservice tiered account marketing
  • Retail-specific action plans including custom retail recipe development and retail marketing material development for tiered accounts
  • Retail merchandising studies, including Market Trends reports, POS data and reports, AMRIC data report and Market’s Analysis report
  • Opportunistic export program promotions and marketing including point-of-sale support
  • California avocado merchandise shop closure plan and execution (the merch shop closed on 11/30/22)
  • Industry affairs initiatives and deliverables, including crop forecasting and analysis, AMRIC operations, grower and grove database maintenance, legislative and regulatory advocacy, field/technical support, sustainability project, water and labor issues, Pine Tree Ranch management, production registrations
  • Grower outreach via digital and print publications, newsletters, field meetings/seminars/workshops, grower forums and field days, Food Safety manuals and grower website content
  • Specific production research goals and deliverables by topic — avocado lace bug, field testing and potential release of five advanced rootstocks, chloride mitigation strategies, crop water use and irrigation management strategies and tool development

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