IRVINE, CA - We are now about halfway through the California avocado season, and some new stats were just released. The California Avocado Commission (CAC) announced findings from its mid-season grower and packer crop survey, which now estimates volume to exceed 250 million pounds. The CAC board approved additional investment for the fiscal year, including incremental marketing support.

“California Avocado Month is going very well, and we’re excited to provide partner retailers with even more support from now through the summer,” said CAC Vice President of Marketing Terry Splane. “Our team has been collaborating with the retailers’ avocado packers to align a timely flow of California avocados with promotion activity to support them.”

This forecast for the 2024 crop is about 20 percent higher than the pre-season estimate, a press release stated. About 60 percent of the crop has been harvested, meaning there is about 40 percent of the California avocado crop still maturing and sizing on the trees. There is a good supply of a range of sizes to meet a variety of customer needs.

Marketing activity for California Avocado Month continues throughout June. Now through the end of the season, CAC is bolstering advertising and social media support spotlighting the California avocado difference and focusing on communication of the fruit’s locally grown and sustainably farmed attributes.

“The new California avocado advertising campaign is resonating very well with consumers, retailers, and foodservice customers,” said Splane. “We are very pleased with the performance metrics we are tracking.”

Incremental customized retailer support programs including digital programs, custom point-of-sale materials, display bins, and social media support are key components of California avocado marketing support. In early June, the commission hosted a well-attended influencer event at a Raley’s store in Sacramento. In addition to a lively product demonstration and sampling of California avocado dishes, a conversation with fourth-generation California avocado grower Michael Craviotto was an event highlight. Social content was posted by influencer attendees directly following the event and additional curated posts will be shared on their channels later this month.

As the California avocado season continues, stick with ANUK for updates.