IRVINE, CA - Summer is here and, like a stubborn houseguest, isn’t going anywhere soon—which is good news for the produce crowd looking to expand seasonal category sales. Though California Avocado Month is drawing to a close, the California Avocado Commission (CAC) is ready to keep the party going all summer long, recently launching a new Summer Entertaining program to support the brand throughout the rest of the season. The new program includes Fourth of July and summer-themed retail promotions, as well as supplemental advertising and consumer communications. The California avocado crop is expected to have continued availability into the month of August with limited volume later on.

“We are extending our seasonal marketing programs into August because California avocado grower forecasts indicate there will be sufficient volume to warrant additional support,” said Jan DeLyser, Vice President Marketing. “The overall crop forecast of 170 million pounds for the season remains the same—this is a timing shift.”

The commission’s Fourth of July and other summer marketing programs with participating retailers include themed in-store activations, displays, custom social and digital programs, and more. CAC will also be partnering with influential bloggers who will create different summer-centric recipes and videos showcasing California avocados. Fans of California avocados can find out about the Fourth of July entertaining and California summer ideas via the commission’s email newsletter, and social media channels, as well as through CAC’s consumer public relations outreach.

“Summer is synonymous with California avocado season and provides the perfect opportunity for retailers to feature usage ideas that include multiple seasonal produce items,” said DeLyser, in a press release.

As part of the promotion, Michelin-recognized Chef Brad Cecchi of Canon restaurant in Sacramento will be serving as a spokesperson, promoting recipes that incorporate California avocados. A native Californian, Chef Cecchi prides himself on his farm-to-fork sourcing and cooking styles, where he relies primarily on local fresh produce and ingredients. Chef Cecchi will be promoting two recipes: Quinoa Crusted California Avocado Salad and Grilled Trout with California Avocado Watermelon Slaw and Green Goddess Dressing. The recipes emphasize California avocados and offer consumers unique methods for preparing the green gold.

For more seasonal produce promotions, keep reading AndNowUKnow.

California Avocado Commission