The California Avocado Commission (CAC) is celebrating California Avocado Month in June, a time of peak California avocado supply. This is the ninth year that the Commission has developed a California Avocado Month integrated promotion. Below are the various program elements:

  • Consumer Recipe Contest with publisher Modern Luxury
    • a crowdsourced recipe contest featuring California avocados as the hero of the dishes submitted by consumers
    • Modern Luxury has regional credibility and authenticity with a premium audience, reaching a targeted group of consumers across California while communicating the fruit’s exceptional quality
    • The winner of the contest will be announced in June, recognizing California Avocado Month and encouraging consumers to purchase the fruit at the peak of the season
    • The winning recipe will be highlighted in a press release tied to California Avocado Month and posted on the Commission’s website with three other finalist recipes
  • Summer Drive-In Movie Event 
    • The California Avocado Commission is hosting a free summer drive-in movie event at Brea Mall® for local residents, media and influencers
    • The event will feature ‘Angels in the Outfield,’ a classic family film that leans into the California culture and lifestyle that the Commission embodies
    • A chef partnership promoting California avocado recipes consumers can prepare at home for movie night
  • Social and Digital Support:
    • California Avocado Month emails encouraging avocado shoppers to try different California avocado recipes (with a focus on recipes that use fresh ingredients and summer grilling recipes leading into the Fourth of July
    • Social outreach including content that encourages consumers to utilize the Store Locator on the California Avocado website

“These promotional activities keep California avocados top-of-mind with consumers at their peak availability,” explains Jan DeLyser, CAC vice president marketing. “We’re excited to offer consumers exciting new recipe ideas and to provide local residents with our drive-in movie event.”

The Commission will further support retailers with the continuation of the California avocado consumer advertising campaign and customized marketing materials.