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The 2009 California avocado season will be hitting full stride just in time for the upcoming Cinco de Mayo festivities. To encourage maximum avocado consumption around the May 5 celebration, the Irvine, Calif.-based California Avocado Commission (CAC) has put together a creative promotion plan that leads with celebrity chefs, mouth-watering avocado recipes, public relations efforts and extensive online outreach.
“This year’s avocado consumption forecast for Cinco de Mayo festivities exceeds even February’s Big Game, with just over 51 million pounds of avocados expected to be consumed,” said Jan DeLyser, CAC’s VP of marketing. “We’ll launch the new creative for our California Avocado Growers advertising campaign and our retail and foodservice merchandising programs designed to encourage consumer demand for fresh California avocados will be in place.”
CAC has tapped California celebrity chefs and restaurateurs Mary Sue Milliken and Susan Feniger – a.k.a. “Too Hot Tamales” -- to develop new California avocado-centric recipes and serve as the program’s spokespeople. Through media interviews, national print media outreach and a radio news release, the chefs will discuss the popularity of California avocados for Cinco de Mayo entertaining, and also offer quick tips on how to eat avocados in their simplest form to encourage consumers’ use of avocados beyond guacamole. Milliken and Feniger are owners of the critically acclaimed Border Grill restaurants in Santa Monica, Calif., and Las Vegas, Nev., as well as Ciudad in downtown Los Angeles.
CAC will also conduct broadcast television outreach to promote fresh California avocados in conjunction with Cinco de Mayo.