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CAC to share data analysis at PMA Fresh Summit

by | September 21, 2009
Retailers achieved $70 million more in avocado sales during the California avocado season, according to the California Avocado Commission, which plans to provide more details on this analysis of IRI/FreshLook Marketing data at the upcoming Produce Marketing Association Fresh Summit in Anaheim, CA.

"PMA offers an outstanding opportunity for marketers, retailers and others in produce to connect with each other to explore industry developments and opportunities," Jan De Lyser, vice president of marketing for commission, said in a press release. "The California avocado grower campaign and CAC's nutrition and culinary outreach programs are encouraging demand for California avocados in season with expanded impact on the entire avocado category. I'm looking forward to sharing our program results, as well as plans for the future with visitors to the CAC booth."

Commission staff will be available at PMA (booth No. 2102) to discuss how retailers achieved more sales during the California avocado season. On a per- store basis, the difference amounts to an average of $100 to $655 more avocado sales per month, depending on the region. In addition to revealing sales data and research results, the commission will share information about its marketing campaign and programs designed to increase avocado consumption. The commission works closely with culinary experts to bring new avocado usage ideas to consumers and the trade.

Chef Jeff Rossman, executive chef and owner of Terra Restaurant & Bar in San Diego and a big fan of California avocados, will be in the booth on Saturday and Sunday, demonstrating how he uses avocados at his restaurant. He will also provide information about avocado selection, cutting and handling.

Mr. Rossman will also conduct live demonstrations of favorite avocado recipes, such as his featured guacamole, as well as delicious new usage ideas, including chipotle steak sliders with avocado tempura and avocado-fennel aioli and piri piri shrimp. Visitors will be able to sample the chef's creations after the demonstrations.

"We asked Chef Rossman to join CAC at PMA not only because of his culinary creativity in using avocados, but because he shares the California Avocado Commission's interest in promoting consumer health and nutrition education," Ms. De Lyser added in the press release.

Childhood nutrition education is a priority for Mr. Rossman, who was awarded San Diego County's Sharing a Health Future Award at the county's Childhood Obesity Summit. He currently sits on the advisory board for Central Elementary School's From the Ground Up garden project, which is designed to teach children about nutrition, health and the environment, as well as the advisory board for San Diego State University's College of Extended Studies' culinary/wine program.