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.

Moxxy Marketing has been honored with a 2021 Packaging Design Award from Graphic Design USA for its work with WP Produce on design of a two-count bag and merchandising display bin to promote their Desbry tropical avocados in retail grocery stores.

Apeel announced an expanded partnership network made up of more than 20 avocado industry leaders using Apeel’s plant-based protection in the United States, Latin America and Europe. New partners join Apeel's current global network to provide year-round supply, longer-lasting external and internal quality, and quantifiable sustainability benefits to supply chain stakeholders.

Recently, Mission Produce, Inc., based in Oxnard, CA, launched two promotion programs designed to appeal to consumers and their perceptions and use of avocados. While the promotions were not specifically created with a point of avocado origin in mind, both promotions are being used to help create demand for California avocados this spring and summer.

The Giumarra Companies, which is headquartered in Los Angeles and operates from facilities in many different production areas, expanded its avocado facilities in Escondido, CA, this year to accommodate more ripening rooms and more bagging capacity.

The California Avocado Commission is extending its consumer advertising campaign, “The best avocados have California in them,” with new creative designs that playfully illustrate the California lifestyle, connecting the fruit with the locale. Pre-season media launched in winter with a series of video ads released on the commission’s YouTube channel to build anticipation for the season. In-season media launched in March and continues through summer to support the peak availability of this season’s California avocado crop.