As it approaches the summer with no rain in the forecast, California is experiencing its second dry year in a row, which has resulted in the declaration of a drought emergency and fears that next year will be worse. The fallowing of farmland this summer and next year appears to be an inevitability.

The California Strawberry Commission has launched a campaign to connect the heart of strawberries with the heart of people. Throughout peak strawberry season 2021, consumers will have access to real farmer and farmworker stories through a #StoryBehindtheBerry webisode series shared across Facebook, Instagram and www.californiastrawberries.com.

Oppy and Eco Farms have joined forces, and leaders of both companies are incredibly excited about the partnership, becoming a stronger entity together. With Eco Farms bringing nearly five decades of experience and being among the first to grow and market organic avocados in the U.S.— truly veterans in the avocado world — and Oppy importing fruit from all over the world for 163 years, this combination in experience is expected to create massive expansion opportunities for all customers.

Bloggers, chefs, dietitians and other personalities have become valued communicators for the California avocado marketing program. They work with the California Avocado Commission consumer public relations programs, health and wellness initiatives, social media outreach, website content development and other marketing programs.

The California Department of Food and Agriculture recently completed a state-mandated referendum vote that determined the California Avocado Commission is approved to continue in operation for the next five years. By law, a continuation vote among eligible commercial California avocado producers must be held every five years. This year’s voting results showed that 75 percent of voting producers support continuation of CAC for another five years, well above the legally required percentage.

The California Avocado Commission is extending its consumer advertising campaign, “The best avocados have California in them,” with new creative designs that playfully illustrate the California lifestyle, connecting the fruit with the locale. Pre-season media launched in winter with a series of video ads released on the commission’s YouTube channel to build anticipation for the season. In-season media launched in March and continues through summer to support the peak availability of this season’s California avocado crop.