The California Avocado Commission projects an additional 250 million pounds of production for the 2023-2024 season, representing a 20% increase over previous estimates.

California's avocado season is halfway through, and the California Avocado Commission (CAC) is projecting an additional 250 million pounds of production for the 2023-24 season. This significant increase represents a 20% jump over previous estimates, a promising figure for growers in the Golden State. According to Terry Splane, vice president of marketing for the CAC, supplies increased considerably in April and May, despite a slow start in March due to rain.

At a meeting on June 6, the commission's board approved increased financial support for marketing, ensuring the increased volume is handled appropriately. "At this point, around 58% of the crop has been harvested, meaning there are still over 105 million pounds on the trees," explained Splane. The CAC is working closely with retailers and foodservice providers to ensure efficient distribution and maintain the high quality consumers expect.

Coinciding with California Avocado Month in June, the CAC has implemented various promotional activities. "I just returned from an influencer event in Sacramento, where I was able to experience the loyalty to California avocados firsthand," commented Splane. The marketing campaign has emphasized the sustainability and freshness of local avocados, receiving an "extraordinary" response from the public.

Source: portalfruticola.com