The California Avocado Commission (CAC) has extended its program promoting the use of California avocados at breakfast with retail support materials, public relations outreach featuring registered dietitians spokespersons and digital media.
Participating retailers have distributed a recipe booklet titled “Wake up to Breakfast” featuring simple, produce-rich recipes and nutrition information. In addition to being merchandised with California avocado display bins, the booklets have been utilized by supermarket registered dietitians in their in-store education programs, demos and cooking classes.
“Initiatives like our breakfast campaign are positioned to successfully expand usage of California avocados in support of overall category growth,” said Jan DeLyser, CAC’s VP of marketing.
The Avocado Tracking Study conducted by Bovitz Inc. last fall indicated an opportunity for increased usage of avocados at breakfast. Specifically, 76 percent and 81 percent of consumers in California avocado advertising markets said they eat avocados at lunch and dinner, respectively. In contrast only 35 percent of those consumers said they eat avocados at breakfast. CAC aims to get more of those consumers eating avocados throughout the day.
The commission’s breakfast campaign began in 2013 and drew considerable consumer attention, including 75,000 visits to a special California Avocados for Breakfast web page. This year’s breakfast web page, CaliforniaAvocado.com/avocados-for-breakfast, went live July 30 and features a host of new recipes and tips. The program includes a breakfast-themed email to 220,000 subscribing California avocado fans as well as content on CAC’s “The Scoop” blog. To date, the blog’s most popular recipe post was on the topic of Mother’s Day Breakfast in Bed. Other posts featuring California avocado breakfast ideas will follow.
