California anticipates a somewhat smaller avocado crop this season. "The forecast is for 208 million pounds of California avocados," says Terry Splane, Vice President Marketing for the California Avocado Commission. "This is slightly down from last year. We are hopeful the recent rains in California will be followed by a period of warm days with sunshine to help the avocados on the trees continue to grow. If that happens then the forecast could increase."
Indeed, the state has seen numerous rains over the last month particularly. "I was out in the California avocados growing regions this month, including spending time filming this season's marketing campaign in a gorgeously green avocado grove, and there had clearly been a ton of rainfall. However, within a week of the last storm, our film crew was able to get around easily on the grove's dirt roads. The fruit itself is sizing well and looks beautiful," says Splane.
While avocado growers are happy with plenty of rain given it helps with tree health by leaching the soil's salts and cutting down irrigation costs, a balance of rain and warm days is needed for the fruit to size up in the current year and to set the following year. "Last year California had lots of rain, but spring temperatures stayed mild, resulting in the somewhat lower projection for this season," adds Splane.
A recent look at California avocados growing on a tree. Photo: California Avocado Commission.
Transitioning fruit
With the season running generally spring through summer, some California retailers are starting their transition to the state's fruit in March. Harvest is expected to ramp up in April with peak supply available May through July.
Meanwhile, Splane says there is plenty of opportunity for consumption growth in the United States and globally, noting that worldwide supply is increasing. "In the U.S. it is difficult to measure consumption growth because in some years there have been overall dips in supply. Consumers can't consume what they can't buy," says Splane. "Avocados are delicious, nutritious and versatile and California avocados are also locally grown, so I'm optimistic demand will continue to be strong."
To help demand this season, a new advertising campaign will focus on differentiating California avocados and what resonates with customers: think sustainability and locally grown. "Our challenges include making sure targeted consumers are aware of what differentiates California avocados and when and where they are available to purchase," says Splane, adding that CAC is also increasing customized promotion activity with retailers and foodservice operators.
What is also helping the avocado movement is growth in bagged sales. "Some retailers and handlers prominently feature the California avocado origin on bagged avocados in season. Consumers say they want this prominent call out to origin and will buy more because of it," says Splane.
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751
[email protected]
www.californiaavocado.com