The California Avocado Commission (CAC) recently promoted June as California Avocado Month through comprehensive public relations outreach and partnerships with noted chefs in 11 markets across the country.
It was recognized in Washington, D.C., on June 13, when the congresswoman from California’s 26th district, Julia Brownley, addressed Congress about California Avocado Month. She noted that avocados are one of California’s most important agricultural assets and that California avocado growers are “true stewards of the land.”
Chef partners in cities throughout the country supported California Avocado Month by featuring California avocado-centric dishes in their respective restaurants and promoting the fruit through their social media channels.
“California Avocado Commission marketing activities were on a roll in June in support of California Avocado Month and this season’s forecasted 505 million pound crop,” said Jan DeLyser, CAC VP of marketing. “Our public relations efforts around California Avocado Month delivered more than 7.9 million impressions in June alone.”
Marketing efforts included a consumer press release featuring two chef partners and their recipes. Chef Erik
Tanaka, co-executive chef for Tom Douglas restaurants in Seattle, created a recipe for Grilled Chorizo Sandwiches with Shaved Fennel and California Avocado, while Chef Lisa Schroeder, executive chef and owner of Mother’s Bistro & Bar, added diced avocados to her restaurant’s macaroni and cheese for her California Avocado, Bacon & Cheddar Macaroni & Cheese recipe.
During the week of June 24, Schroeder also featured California avocados in her restaurant with a “California Avocado Week Special Menu,” which included five California avocado-centric items.
CAC also worked with chef Trey Foshee of George’s at the Cove in La Jolla, Calif., who featured tacos with California avocados at LA Weekly’s Tacolandia event on June 23. Chefs in other markets also featured California avocado dishes on their seasonal menus throughout June.