IRVINE, Calif. – On March 18 the California Avocado Commission (CAC) introduced the latest in its communication efforts designed to encourage demand and increase awareness of California avocados: The Scoop blog. With about 77 percent of Internet users reading blogs and nearly one-third of consumers saying that blogs influence a purchase decision more than any other media or social channel, CAC’s blog launch is maximizing its ability to personalize consumer marketing communications.
“CAC continuously upgrades communication vehicles to be in sync with consumer behavior,” said Jan DeLyser, CAC vice president of marketing. “The goal of The Scoop blog is to be the hub of compelling content that resonates with California avocado’s target audience and brings the heart of the brand to life.”
The Scoop content will center on four content areas: culinary; wellness and nutrition; holidays and eating occasions; and news and articles about California avocados, consumer stories and will integrate with CAC campaigns. CAC recipes plus recipes from blogger partners and other credible sources will support key initiatives. The blog will incorporate California avocados into timely food trends, feature artisan chefs and provide cooking tips for home chefs of all experience levels. Content also will align with Commission marketing plans around American summer holidays, with a special emphasis on the 4th of July.
“The California avocado season timing is expected to be somewhat condensed this year, with peak availability form mid-April through Labor Day.” said DeLyser. “We timed the launch of The Scoop blog to encourage readers to check avocado labels for “California” and to ask for the fruit at retail and foodservice establishments as the season gets underway. There’s nothing more powerful than consumer demand.”
DeLyser noted that to meet the ever-changing interests of consumers The Scoop blog content, which can be found at CaliforniaAvocado.com/blog, will be updated very frequently. Most of the blog posts will be developed by CAC and its marketing agencies and will be supplemented by guest contributions from third-party spokespeople, registered dietitians, chefs, growers, bloggers, American’s Test Kitchen and co-marketing partners.
About the California Avocado Commission
Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state’s nearly 5,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry. For nutrition information and recipes visit CaliforniaAvocado.com, or join us on Facebook at Facebook.com/CaliforniaAvocados and @CA_Avocados on Twitter, Pinterest and Instagram for updates.
Source: California Avocado Commission
