June is California Avocado Month, and the California Avocado Commission (CAC) continues to promote the fruit through an integrated marketing campaign. Activity with retailers, food service operators, chefs, dietitians, bloggers and consumers throughout the month is focusing on the California avocado season and the origin of the fruit.
“It’s exciting to have third-party influencers and even customers tell the California Avocado Month story,” said Jan DeLyser, VP of marketing for CAC. “Marketing activities like these encourage consumers to expand their consumption of California avocados.”
California Avocado Month retail activity includes product demonstrations, in-store activity and “meet the grower” events, as well as supermarket registered dietitians’ consumer programs. For example, on Colorado’s Channel 2 news, King Soopers’ dietitian noted California Avocado Month and shared tips for using California avocados at breakfast time, in smoothies and salad dressing.
A promotion by restaurant chain California Tortilla is an example of a food service operator’s involvement in the program. The chain is celebrating California avocados all month with flyers, social media and in-store point-of-sale material that features an open avocado, the Hand Grown in California logo and the headline, “You Don’t See Kale Getting Its Own Month.” California Tortilla invited its patrons to free chips and guacamole (with purchase) earlier this week.
Public relations support of California Avocado Month kicked off with an artisan chef media dinner on June 4 at celebrity chef Curtis Stone’s Maude restaurant in Los Angeles. The event encouraged media to develop coverage around California avocados. Seventeen media representatives, including bloggers and representatives from L.A. Magazine, DineLA and the Huffington Post, participated. Attendees enjoyed a 10-course avocado-centric meal that showcased the versatility of California avocados in various dishes. DeLyser addressed the media members, encouraging them to incorporate California avocados into their dishes and to look for the California label when shopping for avocados.
CAC’s public relations outreach through registered dietitians has resulted in more than 10 million media impressions for California Avocado Month to date. On June 4, Maggie Moon, author of “The Elimination Diet Workbook,” went live in the Livestrong.com blog with a post on “26 Things You Didn’t Know About Avocados.” Moon opened with June as California Avocado Month and provided reasons why to choose California avocados. On the same day, Manuel Villacorta, author of “Eating Free,” “Peruvian Power Foods” and “Whole Body Reboot,” featured California Avocados in a segment on California Superfoods that aired live on the Spanish language program “Al Despertar” on Univision 14 in the California Bay Area. Villacorta also is cross-promoting the segment on his social media channels.