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On the heels of the California Avocado Commission’s (CAC) debut of its grower-focused multi-media campaign, three California avocado growers will join the organization’s merchandising and marketing staff at the upcoming Produce Marketing Association convention to give show attendees an authentic opportunity to “connect a face with a place” – which represents the very essence of the new campaign.
In addition to responding to evolving consumer trends, California avocado growers Rick Shade, Carol Steed, and Jaime Johnson will also be on hand at next month’s PMA show in Orlando to also answer questions and share the successes of the ongoing marketing program, and also address issues facing the avocado industry.
Jan DeLyser, CAC’s v.p. of marketing, reflects on the creation of the new campaign. “When CAC first started development of [the new grower-focused] campaign, we examined consumer trends and conducted research to find out what would resonate with consumers.”
Those learnings, consequently, led DeLyser and her colleagues to “see three trends in particular that will help shape next season’s marketing communication: consumers continuing to ‘trade up’ to healthy, a sense of pragmatic patriotism, and the consumers’ desire to preserve and replenish resources for the next generation.”
DeLyser said the Irvine, Calif.-based CAC will also share the latest consumer purchase and usage research on avocados, including the updates from the general market avocado tracking study conducted annually since 1994. Additionally, retail purchase information will be available for retailers to benchmark their performance against market trends.
Rick Shade, grower and CAC chairman, says the group’s campaign is, “very well-timed in that it satisfies consumers’ demands to associate the food they eat with the people who grow it and the place it is grown, and at the same time satisfies retailers’ need to identify product origin by providing the California story.”
Input from customers, handlers and growers was critical in the inception of this strategy, says Shade, noting that enhanced dialogue with PMA attendees will help CAC build upon a campaign that encourages demand for California avocados at retail and foodservice.
PMA show-goers can visit the growers, and also sample creative dishes prepared by chef Jephanie Foster of Graze restaurant, at booth 2313.