California avocado production is peaking now through Labor Day. This year’s larger avocado crop of an estimated 374.6 million pounds creates excitement on both the supply and demand side of the popular California fruit. “We have already seen retailers promoting California Avocados and many of them have promotion plans in place for Memorial Day weekend at the end of May,” says Jan DeLyser with the California Avocado Commission. “Memorial Day signifies the kick-off of American summer holidays.” High demand during the period of patriotic holidays (including 4th of July and Labor Day) coincides with peak availability of California avocados. As the only domestic source of avocados, California avocados are a natural fit for retailer promotion programs. “It’s a great time for them to use displays and signage that showcase the origin of the fruit,” DeLyser said.
Photo credit: California Avocado Commission
Expand geographic reach
On the supply side, growers are also happy with the increased volume. A larger crop allows them to ship to more markets for a longer period of time this season. “We are anticipating volume through Labor Day,” mentioned DeLyser. “The recent rains brought welcome relief and are expected to help with the sizing of the fruit as well as the overall tree health.”
Cinco de Mayo, one of the largest avocado-consumption events of the year, is around the corner. To prepare for additional avocado demand in the weeks leading up to Cinco de Mayo, communication is key. “With Cinco de Mayo the handlers are working to supply the increased demand in an orderly fashion,” DeLyser shared. “This year Cinco de Mayo falls on a Saturday, so we anticipate higher consumer demand both for in-home entertaining and for celebrating in bars and restaurants. It’s a great time for retail and foodservice channels to promote. Several California avocado restaurant chain promotions have already started this season, with more on the way.”
Dave Cruz and Miriam Martinez with the California Avocado Commission working CAC’s booth at the recent Fallbrook Avocado Festival. Photo credit: California Avocado Commission
The California Avocado Commission has some exciting events coming up. The Commission’s retail marketing directors have developed creative programs for California Avocado Month, which is in June. Also, in June, the CADO, a pop-up experience celebrating California avocados, will open. “Ticket sales have been brisk and several dates have sold out already.” Built out of 16 shipping containers fused together to create an expansive mobile structure, guests walk into a lobby and will be fully immersed in a story as each exhibit builds on the one before. More information is available at theCADO.co.
For more information:
Jan DeLyser
California Avocado Commission
Tel: (+1) 949-341-1955