A Message from the President, Tom Bellamore
The California avocado industry will continue to be successful well into the future if we act today to implement strategies that advance us toward our shared vision of what we want that future to be. As the U.S. market and the industry’s operating environment undergo growth and structural change, we must identify strategic imperatives, aligned with our vision, that can be developed into specific initiatives for improving productivity and profitability.
Since 1978, the California Avocado Commission has worked at building a brand, California Avocados, with depth and dimension. Now, as competition mounts, we must redouble our efforts to ensure that our brand occupies an exclusive position in the consumer’s mind, by creating sustainable points of differentiation that make it the natural brand of choice in an increasing crowded marketplace.
“Premium” positioning, supported by consistently high quality production that is delivered to consumers soon after harvest, is at the heart of our long-term strategy. Complementing and reinforcing that strategy are production research, grower outreach, advocacy on key issues, and organizational efficiency, all of which contribute to industry sustainability. The Commission is committed to optimizing the grower’s return on assessment dollars entrusted to us and doing everything possible to keep the California avocado industry vibrant, progressive, and prosperous for all growers.