The late spring and early summer months mark peak season for California avocados, and retailers are increasing their supply in response to high product volume and consumer demand. In celebration of California Avocado Month in June, the California Avocado Commission (CAC) is offering customized retail support with a variety of promotions, events and marketing materials, as well as a new partnership with online meal kit delivery service Chef’d.
“Many retailers already have plans in place for exciting California Avocado Month promotions, including programs with special displays, demos and wellness components,” CAC VP of Marketing Jan DeLyser said in a statement. “CAC representatives are working closely with customers who merchandise California avocados, creating customized programs for the summer season.”
Bloggers photograph California Avocado Month featured dishes.
Beginning June 14, Chef’d will offer four new meal kits adapted from popular California avocado recipes, including California Avocado Grilled Pizza with Watercress Salad, California Fish Tacos with Grilled Avocado and Pico de Gallo, California Roll with Spicy Garlic Edamame and Easy California Eggs Benedict with Citrus Salad.
The meal kits will be available for purchase online, and will be promoted via Chef’d emails, blog posts and social media, as well as the Chef’d website. The site will also feature a dedicated page highlighting its partnership with CAC, showcasing the meal kit collection and information about California avocados.
Additional CAC retail support for the month includes a sponsorship of the historic Grand Central Market in Los Angeles and the Pine Street Market in Portland, Ore., where select market vendors will feature California avocado dishes at their restaurants. The sponsorship will be supported with social and digital content promoting the venues, the recipes and California avocados.
Irvine, Calif.-based CAC began promoting the upcoming California avocado season in late May. It hosted media previews at the Los Angeles and Portland food halls, where bloggers spoke with chefs and CAC Board Members Rick Shade and Jessica Hunter and sampled featured dishes from participating vendors.
The media coverage of CAC’s Grand Central Market sponsorship last year exceeded 80 million impressions, said DeLyser, “and we’re anticipating even better pick up this year with the addition of Portland.”
CAC also is utilizing chef spokespeople, including two-star Michelin chef Josiah Citrin of Melisse in Santa Monica and Charcoal Venice along with Kevin Meehan of Kali, who have created recipes for California Avocado Month. The recipes will be promoted online and via public relations outreach, including blog posts and a press release.