The California Avocado Commission Board of Directors has selected produce veteran Jeff Oberman to become the organization’s new president, effective October 10, 2022. Mr. Oberman’s produce industry career has spanned 25 years so far. From 2020 to the present he served as vice president of sales – business development for PRO*ACT and was their vice president strategic programs for the prior two years. …
An active search continues for the role of California Avocado Commission president following the retirement of Tom Bellamore earlier this year. During the Commission’s August board meeting it was announced that Ken Melban has been appointed to the role of interim president of the Commission. …
For the California Avocado Commission, social media outreach is one of its most effective means of engaging with its target consumer audience. In its pre-season the Commission uses social to build anticipation that California avocados will soon be available. In-season messaging works to build brand affinity and complement retail and foodservice custom marketing support, and post season activity maintains brand awareness. …
The California Avocado Commission is extending its successful advertising campaign “the best avocados have California in them”. This season’s ads feature visuals that point to the “CA” in the middle of the word “avocados, and audio and other ads that call out the play on words in their taglines. Consumer media is targeted to avocado shoppers in California and the West who are willing to pay more for premium brands and to avocado “super-users,” “mega-users” and “ultra-users.” …
With California avocado season officially underway, West Pak Avocado, a California-based avocado supplier, saw record volume in February. …
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