IRVINE, Calif. – Spring and summer herald sunny skies, beach weather, and seasonally available produce and seafood. Two premium brands, California avocados and Copper River salmon, are among the stars that make late spring through summer a much-anticipated season in the world of perishables. This year the two brands have teamed up to encourage consumer demand of avocados and wild salmon through innovative usage ideas, recipes and joint point-of-sale materials.
The Copper River Salmon/Prince William Sound Marketing Association (CRS) and the California Avocado Commission (CAC) developed retail point-of-sale materials, including a recipe booklet that can be merchandised in produce and seafood departments in June and July. The booklet features creative combinations of the two products including Lomi Lomi Salmon in a California Avocado Half and Sautéed Wild Copper River Salmon with California Avocado, Tomato and Mango Salad.
“The Copper River salmon season synchronizes very well with peak availability and quality of California avocados, and the two products share similar nutritional benefits and target markets,” said Jan DeLyser, CAC’s vice president of marketing. “This co-marketing promotion supports CAC’s strategy of emphasizing the window of opportunity for premium California avocados.”
Public relations outreach and online advertising support the program, and both brands are promoting the recipes and usage ideas via CaliforniaAvocado.com and CopperRiverSalmon.org. Mailings with product sampling, recipes and nutrition information are being sent to key bloggers and food writers. Coordinated posts on Facebook and Twitter broaden the reach of the campaign.
In anticipation of the brands’ seasons and joint program, early in the season CAC and CRS sent foodservice editors a personal cooler pack with samples, a product release featuring culinary usage ideas that received very positive feedback.
CAC and CRS are disseminating nutrition news as part of the program, including information about how the heart-healthy good fats California Avocados and the omega 3 fatty acids in Copper River Salmon may help reduce your risk of heart disease, the leading cause of death in the United States. To help reduce the risk of developing cardiovascular disease, the American Heart Association recommends consuming a diet rich in fruits and vegetables and consuming fish, especially oily fish, at least twice a week. Fresh California Avocados and Copper River Salmon help you meet these diet guidelines, while helping you meet the Dietary Guidelines for Americans, 2010 recommendation to reduce sodium intake, which also decreases high blood pressure. Avocados are sodium free and a serving of salmon contains 60 mg of sodium.
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 information about California avocados, visit CaliforniaAvocado.com, become a fan at Facebook.com/CaliforniaAvocados and follow the California Avocado Commission on Twitter at Twitter.com/CA_Avocados.
Source: California Avocado Commission
