Capitalizing on the fruit’s popularity at Cinco de Mayo celebrations, the California Avocado Commission, Irvine, sponsored an interactive cooking campaign featuring avocados and aimed at foodie bloggers.

Bloggers lured by top chefs, avocado commission

Courtesy California Avocado Commission

Chefs Mary Sue Milliken (from left) and Susan Feniger relax with Jan DeLyser, vice president of marketing for the California Avocado Commission, Irvine, after the chefs hosted the commission’s first interactive event for foodie bloggers. 

The public relations program featured Mary Sue Milliken and Susan Feniger, two of the commission’s chef partners, according to a news release.

“With more than 70 million pounds of avocados consumed around Cinco de Mayo, the California Avocado Commission wanted to ensure that consumers were being inspired with new and delicious ways to incorporate the fruit into their holiday celebrations,” Jan DeLyser, the commission’s vice president of marketing, said in the release. “The chefs have proven to be invaluable in developing exciting new avocado recipe ideas for the occasion and beyond.”

Milliken and Feniger, who have become known for their Mexican dish creations as the Too Hot Tamales, challenged bloggers to a guacamole making contest and prepared a four-course lunch, each featuring avocados, according to the release.

The event was the first the commission has sponsored exclusively for bloggers. 

“The interest and response we received from the blogger community indicates that this new marketing avenue may be very beneficial for the produce industry,” DeLyser said. 

Following the event, viewers posted food blogs that reached an audience of more than 1.2 million culinary enthusiasts, according to the release.

The commission and Milliken and Feniger also marked the Cinco de Mayo celebration with radio, television an social media appearances in addition to features on the commission’s Web site and in its recipe e-newsletter.

The commission also distributed avocados to the studio audience for the May 5 episode of The Martha Stewart Show, according to the release.