Marketing efforts for California avocados are running at full steam this spring and in support for California Avocado Month in June.

Avocados from Peru will generate the lion’s share of excitement for the avocado category this summer via one-of-a-kind promotions, including a partnership with the Detroit Tigers, one of the hottest teams in Major League Baseball.

Xavier Equihua, president and chief executive officer of the Peruvian Avocado Commission, said this year’s program includes a trifecta of events that incorporates classic tactics and experiential marketing.

GLC Cerritos, an importer-distributor of avocados, is now shipping from Jalisco. This marks the earliest harvest date for fruit from that Mexican state.

NEW YORK — Avocados from Peru engaged in a bit of culinary diplomacy May 23 during New York City’s 36th annual Fleet Week, serving an avocado-inspired superfood breakfast to the brave men and women who serve in the U.S. Navy and U.S. Marines aboard the USS New York.

In celebration of Cinco de Mayo, Avocados from Peru and Grocery Outlet partnered to host the first ever guacamole Challenge held at SeaWorld San Diego to commemorate the early arrival of Peruvian avocados to the U.S. market. The challenge was hosted by Sea World as part of Viva La Musica and So-Cal Taco Festival – Southern California’s largest Latino music festival.  

The Avocado Institute of Mexico launched its Path to Sustainability, a strategic initiative aimed at enhancing environmental stewardship in the avocado landscape in Mexico.