The California Avocado Commission is betting on digital marketing, collaborations with influencers, and special events to boost consumption during the peak season.

The California Avocado Commission (CAC) has launched an ambitious marketing campaign to commemorate "California Avocado Month" in June. The campaign includes targeted advertising, influencer events, and collaborations with retailers and food industry operators. The strategy is designed to capitalize on peak avocado availability, with weekly volumes expected to reach up to 17 million pounds during the summer.

One of the biggest successes of this campaign has been the “Now In Season” video on TikTok, which surpassed one million views and ranked among the top 25% of most-viewed videos in its category on the platform. In total, the digital and public relations initiatives have generated more than 170 million impressions, according to Terry Splane, Vice President of Marketing at the CAC, who highlighted the strong impact of social media this season.

In addition, the commission has extended its support to supermarkets and food service operators to help them develop personalized content on their own platforms. Projections indicate a strong harvest during June and July, before a gradual decline toward September. With nearly 40% of the crop already harvested by the end of May, the peak availability period promises to meet sustained demand in the US, even in the face of a global shortage that has driven avocado prices to historic levels.

Source: portalfruticola.com