With the 2026 California avocado season nearly upon us, the California Avocado Commission is gearing up for the harvest, anticipating a very promotable crop and a consumer-relevant campaign focusing on sustainable farming, ethical practices and local sourcing of the fruit.

The commission is framing 2026 as a strong season for California Avocados, with a focus on catering to consumer relevance. Ken Melban, president of CAC, said that this is, “the kind of season where shoppers can lean into fresh, locally grown avocados at a time when they’re actively looking for seasonal, responsibly grown produce,” adding that the current forecast is at 330 million pounds, with the majority of the crop being harvested between April to August. This should create an excellent window with promotable supply, a great opportunity for both retailers and food service operators to increase traction.

Melban stated that CAC’s objective is to increase demand at the height of the season by reinforcing the value of California origin. They plan on working closely with partners to provide customizable merchandising programs and resources. This includes branded display bins and high-impact signage, as well as creating custom digital and social media programs encouraging shoppers to look specifically for California avocados. The priority is to highlight the seasonal availability and premium quality of California avocados in store, so that customers are inspired to purchase them. 

“Consumer research continues to reinforce that origin and authenticity matter, especially as the category becomes more year-round and globally supplied. Shoppers respond when we make the California difference easy to see and emotionally meaningful—the people behind the fruit, the care in how it’s grown and the freshness that comes with a local harvest.” said Melban, “that’s why our messaging and creative continues to spotlight growers and reinforce California origin in a very visual, unmistakable way.” When asked about seasonality education, Melban stated that it remains essential. “Avocados are available year-round, but California avocados have a season and when consumers understand that, they engage differently, they get excited, they look for the origin, and they buy with more intention.” 

Looking ahead, Melban acknowledged that the avocado category is continuing to evolve, both as an increasingly competitive year-round global business and as a keystone food for consumers. Melban said shoppers are becoming more value-conscious while still demanding consistency, quality, transparency and convenience. Origins that build trust through a reliable eating experience and clear sourcing are the ones that will stand out in the long run. The California Avocado Commission has a defined seasonal window and focused marketing strategies, which positions them well for the future. “Our story is authentic and when consumers hear it, it resonates with their desire for fresh, premium quality fruit,” Melban said.