The 2020 California avocado crop is expected to be 70% larger than last year’s crop.

About 369 million pounds of fruit are expected to ship this year, and the season is expected to be significantly longer, says Tom Bellamore, president of the California Avocado Commission.

“There was plenty of much-welcomed rain last year, which had a positive impact on tree health and this year’s bountiful fruit set,” he says.

Some smaller California retailers already have transitioned to California avocados, with early harvesting in January to support the Super Bowl, Bellamore adds.

California avocado season is expected to build into March, with peak volume availability from April through the summer holidays. Some of the harvest is expected to continue beyond September.

“Distribution will be targeted mainly to California and the West, and with greater volume there may be opportunity this year for customers outside this region who prefer to merchandise California avocados in season,” says Jan DeLyser, the commission’s vice president of marketing. “We’re working with avocado handlers, participating retailers and foodservice operators to set up timely crop transitions and customized promotions in advance of new advertising that will start in spring.”

In support of this year’s larger crop, the commission is evolving its Made of California advertising campaign with new, innovative uses of media, interactive communication with fans and brand advocates as well as exciting events.