The California Avocado Commission says its projected harvest for the state is the largest crop estimate for locally grown fruit since 2020.

In its latest update for the 2025 California avocado crop, the commission estimated the harvest to be in the range of 375 million pounds.

The commission said it will launch the latest evolution of its "What's Inside a California Avocado" campaign through advertising and social media this spring. This campaign will take consumers straight into California avocado groves to communicate key messaging of the fruit's locally grown, sustainably farmed and ethically sourced attributes while emphasizing how delicious and high-quality California avocados are, according to a news release.

The ads were filmed in California avocado groves in San Diego, Ventura and San Luis Obispo counties. Consumer media will include streaming and connected TV, audio, outdoor and custom digital partnerships. There also will be hyperlocal media outreach in key markets for the brand.

"The commission is in full gear implementing marketing support programs for the quickly approaching California avocado season," said Terry Splane, vice president of marketing for the California Avocado Commission. "In addition to media and social media activity, customized marketing programs for retailers and foodservice operators who partner with the commission are a cornerstone of CAC's trade support."

The commission said priority communications for California avocados often dovetail with strategic priorities for retailers, such as supporting local farmers, sustainability and ethical sourcing. And the organization said it often supports customers' own initiatives with unique materials featuring local California avocado growers. Programs can include traditional merchandising support such as POS materials, display bins, sales contests, demos and more. The commission said it also also supports customer-sponsored advertising, social and consumer public relations activities.

Recent extremely high winds in in the state slightly dampened very early season projections, but the state's avocado industry is still optimistic for a particularly good season, according to the commission. Investments by California avocado growers to increase the planting of new trees and improve the average per-acre yield contribute to this optimism, the commission said.

Natural factors will influence fruit size and harvest total, and the commission said some growers have started size-picking now to support Big Game promotions with retailers. Peak availability of California avocados is expected to occur from spring through summer this year.

Article belongs to Californa Packer.