The California Avocado Commission has launched a blog, The Scoop, to support its efforts to boost avocado demand.

It debuted March 18. Most blog posts will be developed by the Irvine, Calif.-based commission and its marketing agencies. Spokesmen, registered dietitians, chefs, growers, bloggers, American’s Test Kitchen and marketing partners will provide content as well, according to a news release.

The Scoop will focus on culinary topics; wellness and nutrition; holidays and eating occasions; and news and other information about California avocados. Chefs, cooking tips and recipes will all be featured.

Integration with commission marketing plans will include those for U.S. summer holidays, especially the Fourth of July.

“The California avocado season timing is expected to be somewhat condensed this year, with peak availability from mid-April through Labor Day.” Jan DeLyser, vice president of marketing, said in the release. “We timed the launch of The Scoop blog to encourage readers to check avocado labels for California and to ask for the fruit at retail and foodservice establishments as the season gets underway.”

“(We) continuously upgrade communication vehicles to be in sync with consumer behavior,” DeLyser said. The commission cited statistics showing that about 77% percent of Internet users read blogs, and that nearly a third of consumers say blogs influence a purchase decision more than other media or social channels.