IRVINE, CALIF. — At the California Avocado Commission’s (CAC) booth at the International Fresh Produce Association’s (IFPA) Global Produce & Floral Show in Anaheim, Calif., Oct. 19-21, the Commission shared its latest marketing plans with attendees.

“2023 marks the 45th anniversary of the California Avocado Commission and its efforts to promote our premium fruit,” said Terry Splane, CAC’s vice president of marketing. “This was my first GP&FS show, and it provided an excellent opportunity to meet with customers, the media, California avocado packers and growers, and to share news about the evolution of our marketing support programs.”

Spane recently began the role of vice president of marketing in March of this year and has since been working on a marketing plan that involves consolidating consumer advertising and public relations activities from two agencies to one and bringing some PR and communications activities in-house.

Over the summer, CAC searched for a PR agency, and the Commission says it will announce its selection soon.

In October, CAC hired Lori Small as its new Marketing Manager. Small’s extensive experience in the industry involves working on the CAC account at the Commission’s previous PR agency.

“Lori is a strategic thinker and creative communicator, and since she’s very familiar with the California Avocados brand, the market and the industry, her hire is bringing incredible value to our organization on multiple levels,” Splane said.