IRVINE, CA - With eyes already on California’s avocado crop, the California Avocado Commission released its official crop forecast for the fiscal year 2023–24. Reporting lower volumes than last year—208 million pounds in comparison to 237 million—CAC noted that weather and market conditions will continue to be key factors for California growers come harvest.

“The California Avocado Commission, customers, and avocado lovers are eagerly anticipating locally and ethically grown California avocados in stores, on menus and on plates,” said Vice President of Marketing Terry Splane. “Some very early season harvesting has occurred already and we’re anticipating the volume to ramp up in March and April.”

CAC noted that the potential for a wet winter may encourage some growers to delay picking to allow their avocados time to increase in size, which could in turn increase the crop volume.

The majority of the California avocado harvest, coming in at 196 million pounds, will be the Hass variety. The Lamb Hass variety is expected to contribute 6 million pounds, GEM 5 million pounds, and another 1 million pounds will come from other varieties commercially grown in California, a press release outlined.

In order to support California growers and all the varieties they grow, CAC is introducing a new consumer advertising campaign. The creative is in production now and focuses tightly on the California Avocados brand and its locally grown and sustainability messaging.

CAC is also introducing an expanded trade support program aimed to reach targeted customers. This includes retail and foodservice promotions. Key components of the marketing support for these promotions include video content for both retail customers and California avocado social media platforms, geo-targeted advertising aimed at consumers near stores merchandising the fruit, and traditional retail and foodservice marketing tactics.

“The Commission is meeting with California avocado growers, handlers, and customers now to plan the who, where, and when for this season’s amplified trade programs,” said Splane. “Peak availability of premium avocados from the Golden State is expected from May through July.”

Last season’s social support for California avocados resulted in engagement activity that outperformed CAC benchmarks. As supply continues to increase in March and April, social efforts will gain momentum with activity across multiple channels.

We’ll continue to report on the latest happening across the industry.