California Avocado Commission gears up for PMA convention
California Avocado Commission gears up for PMA convention
IRVINE, CA -- On the heels of the California Avocado Commission's debut of the groundbreaking California Avocado Grower campaign, the commission will unveil plans to build upon the campaign responding to evolving consumer trends at this year's Produce Marketing Association convention in Orlando, FL.
Joining the commission's merchandising and marketing staff at the convention to tell its story will be California avocado growers Rick Shade, Carol Steed and Jaime Johnson. They will be on hand to answer questions from attendees, share the successes of this year's marketing program and discuss issues facing the avocado industry.
"When CAC first started development of the California Avocado Grower campaign, we examined consumer trends and conducted research to find out what would resonate with consumers," Jan DeLyser, the commission's vice president of marketing, said in a recent statement. "I 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."
The commission 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.
"The California Avocado Grower 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," CAC Chairman Rick Shade said in the statement. "Input from customers, handlers and growers was critical in the inception of this strategy, and I'm looking forward to more dialogue at PMA to help CAC build upon a campaign that encourages demand for California avocados at retail and foodservice."
The California Avocado Commission has a long history of featuring innovative avocado recipes as part of its PMA outreach, and this year is no exception. Creative dishes will be prepared fresh by Chef Jephanie Foster of Graze restaurant and will help make CAC booth No. 2313 an attractive draw for attendees looking for a culinary treat.
Joining the commission's merchandising and marketing staff at the convention to tell its story will be California avocado growers Rick Shade, Carol Steed and Jaime Johnson. They will be on hand to answer questions from attendees, share the successes of this year's marketing program and discuss issues facing the avocado industry.
"When CAC first started development of the California Avocado Grower campaign, we examined consumer trends and conducted research to find out what would resonate with consumers," Jan DeLyser, the commission's vice president of marketing, said in a recent statement. "I 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."
The commission 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.
"The California Avocado Grower 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," CAC Chairman Rick Shade said in the statement. "Input from customers, handlers and growers was critical in the inception of this strategy, and I'm looking forward to more dialogue at PMA to help CAC build upon a campaign that encourages demand for California avocados at retail and foodservice."
The California Avocado Commission has a long history of featuring innovative avocado recipes as part of its PMA outreach, and this year is no exception. Creative dishes will be prepared fresh by Chef Jephanie Foster of Graze restaurant and will help make CAC booth No. 2313 an attractive draw for attendees looking for a culinary treat.
