COMMISSION PROMOTES CALIFORNIA AVOCADOS FOR 4TH OF JULY

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With 117.6 million pounds of avocados to be consumed for 4th of July activities, the celebration of American independence is expected to be the second largest avocado consumption event of 2015. To encourage demand leading up to and during the holiday the California Avocado Commission (CAC) is building on the American connection between the holiday and domestically grown avocados.

“In 2012 CAC set out to build a mid-summer avocado consumption event around 4thof July and we’re proud that it has become one of the top-two consumption events of the year for avocados,” said Jan DeLyser, vice president of marketing for CAC. 

California avocado advertising, promotion and public relations creates usage awareness in connection with the American Summer Holidays in advance of the 4thof July. General market radio, print ads, billboards, and a new video showcasing California avocado grower Tom Pecht and his family anchor CAC’s advertising campaign during this period. CHOW.com also will feature California avocado summer entertaining and 4th of July recipes.

Chef Charlie Kleinman of Wexler’s BBQ (San Francisco) serves as CAC’s media spokesperson for the holiday. The chef developed two new recipes for CAC: Pulled Pork Sandwich with California Avocado Slaw and Cornmeal Crusted Fried California Avocado and Bacon Salad with Molasses Vinaigrette. CAC is promoting Kleinman’s recipes via a press release andmedia outreach. 

The Commission’s retail 4th of July program includes customer-specific marketing support, in-store radio, point-of-sale material and an American Summer Holidays recipe booklet.

On June 18 CAC launched its 4th of July online landing page. The page provides California avocado fans with a wide range of content to help them plan the perfect 4th of July celebration, including:

• A downloadable 4th of July recipe booklet
• Tips for a festive celebration
• A wide range of avocado-centric recipes — appetizers, salads, burgers, sandwiches, desserts, main dishes and more

California avocado fans can enter the Commission’s 4th Annual California Avocado All American Recipe Contest for their chance to win shipments of California avocados and California flowers. This contest has been popular with consumers and it reminds them that California avocados are the patriotic choice for American holidays.

The 4th of July landing page will be cross-promoted on The Scoop blog and the Commission’s social media channels during the peak California avocado season leading up to the holiday.