IRVINE, CALIF. – California avocado growers are expected to produce about 306 million pounds of fruit in 2022, 15% more than last year, according to the California Avocado Commission.
“California avocado growers welcomed rains in December and January because they moved the region from severe drought to moderate drought conditions, and rain usually has a positive impact on tree health and avocado sizing,” said Jan DeLyser, the commission’s vice president of marketing. “We’re expecting a good mix of sizes to support a variety of customer needs.”
Some growers have already begun to pick, but volume is expected to ramp up in earnest around March, DeLyser said. While the commission’s fiscal year runs from November 2021 through October 2022, about 80% of the California avocado season volume is expected to occur from April through August, with the season winding down starting in September.
“We are looking forward to the 2022 California avocado season with additional volume for promotions and creative California avocado marketing to support our customers,” said DeLyser.
The Commission’s marketing support for the season, which includes baseline year-round support including social media activity behind the Super Bowl, also ramps up beginning in March.
CAC is continuing its advertising campaign “the best avocados have California in them,” targeting avocado super users and select consumers in California and the west. Consumer research has shown that the ads are effective at building awareness for the California avocado season and maintaining brand preference among targeted consumers, according to the commission.
Customized retail and foodservice promotions with targeted customers continue to be key components of California avocado marketing support. Media support will include audio advertising, streaming video and other digital media throughout the season. Outdoor boards supplement the activity in California in peak months.
The Commission’s merch store, Shop.CaliforniaAvocado.com, features new California-avocado centric items that complement the advertising campaign.