Mering, a company of The Shipyard, launched a new round of its “California Grown” campaign.

The World Avocado Organization and the historic San Diego Yacht Club will host the second edition of the World Avocado Cup Regatta July 31-Aug. 1.  The regatta is co-sponsored by the Peruvian Avocado Commission and the California Avocado Commission.

With Mexico’s avocado volume declining as it nears the end of its 2020/21 season, the avocado market has strengthened as much as $10 per carton since July 1 with the most favored conventional fruit again selling for $40 per carton or more.

“The market is good; it has finally turned around,” said Rob Wedin, executive vice president of sales for Calavo Growers Inc., based in Santa Paula, CA.

Peak availability of California avocados continues in July, and the California Avocado Commission’s summer advertising and trade program is running at full steam. Support includes “The best avocados have California in them” advertising campaign, which increases brand linkage and awareness that the fruit is in season. Consumer public relations activities and customized trade promotions work hand-in-hand with the advertising messaging.

Sales of Hass avocados kicked off the New Year with four-year record highs through first quarter key holidays, including the Big Game, Valentine’s Day, and St. Patrick’s Day.

The Tokyo Olympics will be held from July 23 to Aug. 8 with NBC and Telemundo broadcasting the events throughout the United States. All eyes will be on the highly anticipated gathering this year as it is the first time it has ever been postponed due to a global pandemic. The Washington, DC-based Peruvian Avocado Commission, under its Avocados from Peru banner, will feature TV, OTT (via the internet) and digital content that will run in more than 20 major U.S. markets throughout the duration of the Olympics and throughout the rest of the summer.