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April 5, 2021
Though the California avocado industry has a smaller crop this year, the California Avocado Commission continues to have a robust promotional program, albeit a more efficient one with an emphasis on social and digital media.
The commission has allocated about $4 million for its promotional budget with digital streaming accounting for 67 percent of it. The remaining $1.3 million is split among audio, search engines, social and outdoor advertising in descending amounts. The audio and digital advertising will be confined to the March through August time slot. Social media and search engine promotions take place on just about a year-round basis.
California Avocado Crop Estimate Set at 292 Million Pounds
Posted by Thomas Skernivitz|March 4, 2021
The California Avocado Commission updated the forecast for its fiscal year 2020-21 to 292 million pounds, which is an 8% reduction from its pre-season crop estimate and in the range of an average size crop. Fall and winter weather events, including heavy winds, resulted in the slight forecast change, with the reduction occurring in the pre-season months. California avocado peak season is expected during a 15-week period from late April through August, with available volume before and after the peak period.
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“We are anticipating an excellent season in 2021, with promotable volume and a full complement of creative California avocado marketing support starting in the spring,” Jan DeLyser, California Avocado Commission Vice President of Marketing, said.