The future of the California Avocado Commission

Letters have been sent to producers to determine whether the California Avocado Commission (CAC) should continue or be dissolved.
This is not an administrative procedure, but a structural decision that will shape California's competitiveness in the next decade.

A transformed market

The California Avocado Association (CAA) was born at a time when California dominated the domestic avocado market. Today, imports supply the United States year-round, retailers operate global programs, and shelf space is negotiated internationally. At the same time, Californian growers face rising costs for water, labor, regulations, insurance, and interest.

The question is no longer historical:
Is the commission generating a measurable economic return?

If the CAC remains

A unified voice allows for coordinated promotion, crop estimates, research funding, and representation in public policy. In a market where Mexico and Peru are highly organized and exhibit aggressive strategies, fragmentation could weaken California's position.

However, in order to remain, the CAC must:

• Demonstrate a tangible return on investment (ROI).
• Operate with greater fiscal discipline.
• Focus on conversion at the point of sale, not just on brand awareness.
• Align your actions directly with the profitability of the producers.

Unity without results is not enough.

If the CAC dissolves

Producers would retain quota funds in an environment of rising costs. Private marketers could adopt more targeted, account-oriented strategies.

But the dissolution would also imply:

• Absence of a centralized marketing platform.
• Loss of a unified voice in harvest estimates.
• Less coordination in research and influence on public policies.

The risk is fragmentation in a globally competitive market.

The conclusion

The decision is not about tradition, but about competitiveness.
California is no longer competing against itself: it is competing against a cheaper and more coordinated international supply.

The criterion should be simple:
Does the current structure significantly improve returns for producers in the current market?

Whatever the outcome of the vote, the future of the industry must be guided by performance, economic responsibility, and a strategy aligned with the realities of global avocado competition.

Gary Clevenger
Freska Produce International, LLC
gary@freskaproduce.com