California avocado season has kicked off with the California Avocado Commission’s “Wake up to Breakfast with California Avocados” promotion.
Morning represents a tremendous growth opportunity for avocado consumption, and the commission aims to encourage consumption of California avocados with its breakfast-themed activities. It works very well for spring merchandising events, including Mother’s Day,and with Cinco de Mayo on a Sunday this year it’s a perfect opportunity to communicate avocado brunch ideas, the commission stated in a press release.
“Spring is a time of new beginnings, and we have the fruit to support retail and foodservice avocado promotions with an estimated 515 million-pound crop in California this season,” Jan DeLyser, CAC’s vice president of marketing, said in the press release. “Breakfast provides an important start to the day, and avocados make a great addition to a morning menu.”
CAC’s public relations season opener event was held March 12 at BLD restaurant in Los Angeles. Chef Neal Fraser, recognized as one of California’s finest culinary talents and co-owner of BLD, Fritzi Dog, Redbird and The Strand House, demonstrated innovative California avocado breakfast recipes, including the California avocado, egg and smoked salmon blini.
Ms. DeLyser provided information about California avocados to influential bloggers in attendance, who also participated in an interactive avocado brunch cocktail demonstration. These bloggers promoted the start of the California avocado season and the concept of avocados for breakfast to wide-reaching audiences.
“When California avocados are in season, I look for ways to incorporate them into my recipes,” said Chef Fraser. “I enjoy cooking with California avocados, as they bring a great mild flavor to any dish. So, it’s just natural for me to add it to my favorite meal of the day -- breakfast.”
For retailers, the commission developed a Wake up to Breakfast with California Avocados recipe booklet, which can be ordered at CaliforniaAvocado.com/retailers. Recipes include traditional egg dishes, such as the Anytime Omelet, and a popular dish on social media for CAC, Eggs in a Frame.
As part of a 2013 co-marketing program, CAC is partnering with Naturipe berries, and the booklet includes a recipe for a parfait with blueberries as well as one for avocado blueberry muffins that showcases avocado use for breakfast baked goods.
“CAC is encouraging demand by building up the breakfast day part/meal occasion,” Ms. DeLyser said in the release. “With category supply increasing significantly, it is critical to continue fostering demand for avocados; we are providing retailers with the opportunity to include the breakfast recipe booklets on their California avocado displays and to promote avocados for breakfast use.”
The Commission also is using online and social media outreach to support the breakfast marketing initiative, and it created a microsite, CaliforniaAvocado.com/avocados-for-breakfast, that features fast recipes for use during the week and special weekend breakfast recipes, as well as nutrition tips. A contest on Pinterest encourages consumers to share their favorite California avocado breakfast recipe ideas.