CAC launches California avocado merchandise shop

avoThe California Avocado Commission has launched a California avocado merchandise shop to sell California avocado-branded merchandise online. The shop is designed to satisfy consumers who have asked where to buy such items and to promote the California avocado brand via its aficionados.

“The California Avocado Commission team has worn California avocado-branded apparel at festivals and events for years, and we always hear ‘where can I buy a shirt/hat/bag like that?’” said Jan DeLyser, CAC vice president marketing. “Now fans will have a convenient online shop where they can purchase merchandise and show off their love of California avocados.”

Shoppers can find the merchandise at shop.californiaavocado.com and will be able to purchase directly from social media platforms Facebook and Instagram. Some of the merchandise showcases art from CAC’s advertising campaign, “The best avocados have California in them.” Other items for sale feature a variety of designs promoting the brand, such as a T-shirt with artwork of the California flag that use an avocado instead of the State’s bear, California avocado socks and more. The shop includes other apparel as well as novelty items. Fresh avocados, however, are not among the goods for sale.

“The commission is not in the business of selling avocados, not through traditional channels and not through the online store,” said DeLyser. “This program is all about dynamic and engaging marketing.”

Marketing support for the California avocado merchandise shop began Sept. 14 and continues throughout the California avocado off-season, starting with public relations outreach and an email blast announcing the launch of the shop to nearly 200,000 California avocado newsletter subscribers. A social campaign highlighting the array of merchandise will be complemented by an influencer marketing program involving twenty social influencers, driving momentum and engagement for the shop. Additional support will continue throughout the year.

The 2020 California avocado season is winding down but there still is fruit available for late-season programs. Late summer California avocado marketing has included streaming video, digital advertising, content partner programs, social media programs, an outdoor billboard with graphics that changed from day to night and a commuter train wrapped with graphics from CAC’s advertising campaign.

“More than 90 percent of this season’s California avocado crop has been harvested,” said DeLyser. "The remaining crop is being shipped mainly in California and may last through Halloween this year.”


IPC helps foodservice operators make changes to meet COVID-era challenges
Portability, profitability, innovation and menu simplification. Those topics were the themes of a webinar presented by the Idaho Potato Commission as part of Restaurants Rise, an initiative launched in May by Nation’s Restaurant News and Restaurant Hospitality. The initiative has included live virtual events to aid Read More ...
Indianapolis Fruit Co. expands robust team
Indianapolis Fruit Co. remains focused on being a leading super-regional produce and specialty foods distributor providing premium quality products and unprecedented customer experiences through experts who care. The company, a business unit of IF&P Foods and the FreshEdge Group of Cos., primarily services the retail Read More ...
Meijer vet joins SpartanNash leadership
SpartanNash Co. has hired Shaquanda Gordon as vice president of human resources, talent and diversity. Gordon will build on the company's efforts to ensure a diverse, equitable and inclusive workforce by driving the overall human capital strategy for the organization. In this newly created position, she will lead the human Read More ...
Index Fresh hires seasoned sales representative Susie Rea
In a move to bolster its sales efforts, Index Fresh hired Susie Rea this month. Rea has a great reputation in the avocado industry and brings with her an extremely successful 23-year career in produce sales, supported by strong industry relationships globally. “Susie is an incredibly dynamic sales professional with an Read More ...
Record California walnut crop expected
USDA NASS recently released the Objective Measurement of the 2020 walnut crop, estimating production at 780,000 short tons, an increase of 19 percent over the prior year. “The industry has been expecting increases given continued growth in new acreage, more densely planted orchards, and heavier yielding varieties and has Read More ...
Brighter Bites increases access to fresh produce and food literacy
Brighter Bites began its general programming in the Washington, DC, area this month as schools opened during the continuing COVID-19 outbreak and food insecurity among families continues. Food insecurity in Prince George’s County was already a massive problem prior to the COVID-19 outbreak, with an estimated 10.3 percent of Read More ...

Market Watch

the source pro-act

Western growing regions getting hit by rain, cooler temps

floral pulse