California Avocado Commission Reveals 2022 Pre-Season Forecast; Jan DeLyser Discusses
IRVINE, CA - Demand for California avocados continues to grow, especially as the planning of Super Bowl snack spreads commence, and the California Avocado Commission has revealed that the category is gearing up for even more growth. The commission's 2022 pre-season forecast for California avocados projects a nearly 15 percent increase over the last fiscal year, predicting a 306-million-pound crop.
“California avocado growers welcomed rains in December and January because they moved the region from severe drought to moderate drought conditions, and rain usually has a positive impact on tree health and avocado sizing,” said Jan DeLyser, Vice President of Marketing. “We’re expecting a good mix of sizes to support a variety of customer needs.”
The majority of this season’s harvest will be the Hass variety, with Lamb Hass, GEM, and other varieties also being commercially grown. According to a press release, volume for California avocados is expected to ramp up around March, and about 80 percent of the season’s volume is expected to occur from April through August, with the season winding down starting in September.
To help drive success for the category at the retail level, the commission offers baseline year-round support, including social media activity surrounding the Big Game. The commission will also be increasing its marketing support beginning in March, and continuing its advertising campaign “the best avocados have California in them.”
“We are looking forward to the 2022 California avocado season with additional volume for promotions and creative California avocado marketing to support our customers,” added DeLyser.
The organization’s marketing support also includes customized retail and foodservice promotions with targeted customers, including audio advertising, streaming video, and other digital media throughout the season, as well as outdoor boards to supplement the activity in California during the peak months.
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