Two forces are on a collision course this summer, and the California Avocado Commission wants to take full advantage of the opportunity. One is a growing trend in the difficult economy of eating at home. The other is the peak of the California avocado season.


Avocado commission plans summer promotion

With that in mind, the commission is launching a multi-tiered promotion, Summer Entertaining with California Avocados, according to a news release.



“Retailers averaged $283 to $483 more avocado sales per store, per month during the California avocado season,” which typically runs April through September, Jan DeLyser, the commission’s vice president of marketing, said in the release.



Focused on western retail markets, the promotion features in-store materials, recipe brochures and coupons encouraging California avocado purchases. The brochures will accompany Hand Grown in California avocado display bins, in-store radio, grocery cart advertising and point-of-sale materials.



According to the release, the commission also has planned two summer brunch recipes developed by California celebrity chefs and restauranteurs Mary Sue Milliken and Susan Feniger —avocado, bacon and tomato salad and an avocado piquillo pepper frittata.



Another key component of the promotion will be online advertising, which including recipes and tips at www.californiaavocado.com.



“There are more than 1 million recipe searches each year on the California Avocado Commission Web site,” DeLyser said in the release. “Our online objective is to provide content that translates into purchases and increased California avocado consumption.”