Growers make it personal with California avocado marketing
by | September 09, 2010
"Authenticity" has long been a watchword of the California Avocado
Commission and never more than with the inception of the California avocado
grower marketing campaign.
This season, California avocado growers have elevated their level of
involvement in the consumer campaign by making personal appearances at
retailer events and by interacting with consumers as well as with the media to
create personalized marketing experiences.
“Grower appearances at consumer events provide important opportunities to
bring the campaign to life and complement our traditional advertising with
marketing that puts the growers face to face with media influencers and
consumers,” Jan DeLyser, vice president of marketing for the commission,
said in a press release.
Recently, California avocado grower Gene Bianchi guided radio personality
and restaurateur Evan Kleiman on a tour of his avocado grove, Bianchi Farms
in De Luz, CA. Ms. Kleiman broadcast her interview and talked about her
California avocado experience on the popular show “Good Food” on KCRW, a
leading National Public Radio affiliate in Southern California.
Valley Center avocado growers Mike Sanders and Chris Ambuul also
contributed to the personalized marketing campaign by serving as judges for
the commission's “Best Guacamole contest” and taking guest food bloggers
on a tour of their groves.
California avocado growers have also supported retailer activities that help
market the fruit.
A major national retailer that has developed an innovative locally grown
initiative invited California avocado growers to participate at mini farmers’
market events to interact with shoppers, promoting the availability of locally
grown produce at some of its stores.
Growers Jamie Johnson and Matt Witman talked with the chain’s customers,
sharing how California avocados are grown and providing tips for selecting,
handling and using the fruit.
“The messages of 'hand grown in California,’ ‘locally grown’ or ‘grown in the
USA’ can be very powerful tools for avocado retailers,” Ms. DeLyser said in
the press release. “Sixty-one percent of shoppers ages 25 and older say that
it is important that the avocados they buy are grown in the United States.”
The commission also provides retailers with information about California
avocado growers, helping them tell the story of how the avocados they sell
are produced and by whom. The commission supplies recipe cards, usage tips
and signage customized for in-store promotions and retailers’ special events.
Retailer cooking schools on both coasts have featured recipes and tips
created by California avocado growers, with a chain in the Midwest producing
a video instructing class attendees how to select, handle and ripen California