With an estimated production of 170,000 tons by 2025, the California Avocado Commission is reinforcing its strategy to increase consumption with a consumer-focused advertising campaign.

The California avocado industry is gearing up for one of its best seasons in recent years. The California Avocado Commission (CAC) estimates a 2025 production of 375 million pounds, which would be the largest harvest since 2020. According to Terry Splane, vice president of marketing for the CAC, this growth is the result of sustained investment by growers in new orchards over the past decade, which is now beginning to pay off.

To support this increase in production, the CAC has launched a new consumer-focused advertising campaign, highlighting key attributes such as local cultivation, sustainability, and the ethical sourcing of the fruit. The strategy includes television ads, streaming platforms, and outdoor advertising at electric vehicle charging stations. "Our research confirms that these messages resonate with consumers and motivate purchases," says Splane.

With only 15% of the crop harvested through March, California's avocado season will extend into September, with a promoteable volume of at least 10 million pounds per week. The industry expects this combination of high production and strategic marketing to further strengthen California avocados' market presence.

Source: portalfruticola.com