Supermarket Perimeter - April 2022 - 50

Produce
AVOCADOS
BY ANDY NELSON
THE CALIFORNIA AVOCADO FORECAST for November 2021
through October 2022 is 306 million pounds, said Jan DeLyser, vice
president of marketing for the Irvine-based California Avocado
Commission.
With favorable market conditions and sizing, some growers
started harvesting a bit earlier than usual - early enough, in fact, for
California product to be part of fans' Super Bowl party plans.
" Typically the picking season starts ramping up in March and
continues through August, tapering off into early fall, " DeLyser said.
" With the overall market demand being so high in the early season,
timing this year could be different. "
California growers expect a good mix of sizes and excellent
quality this season, DeLyser said.
Even before supply issues with Mexico arose (in February,
Mexican exports to the US were temporarily halted after a USDA
official in Michoacan, Mexico, was threatened), retailers were
contacting CAC about merchandising California avocados as
soon as supply was available to cover their needs, DeLyser said.
In some cases, that meant programs starting earlier in the season
than usual.
Promotion plans
One of the highlights of the commission's media plan for this
year, DeLyser said, is its use of the navigational app Waze. CAC's
advertising on the app alerts targeted avocado shoppers to nearby
retail locations where they can buy their favorite produce item.
" We're literally sending shoppers to participating supermarkets, "
she said.
The commission's extremely successful advertising campaign,
" The best avocados have California in them, " continues this year,
with customized promotions for retailers available again. This year's
campaign will target avocado " super users " and select consumers in
California and the west. Consumer research has shown that the ads
are effective at building awareness for the California avocado season
and maintaining brand preference among targeted consumers,
according to the commission.
Customized retail and foodservice promotions with targeted
customers continue to be key components of California avocado
marketing support. Media support will include audio advertising,
streaming video and other digital media throughout the
season. Outdoor boards supplement the activity in California in
peak months.
The Commission's merch store, Shop.CaliforniaAvocado.com,
features new California-avocado centric items that complement the
advertising campaign.
50 - APRIL 2022
Bigger crop
The 306 million pounds of fruit expected in 2022 would be 15%
more than last year, DeLyser said.
" California avocado growers welcomed rains in December and
January because they moved the region from severe drought to
moderate drought conditions, and rain usually has a positive impact
on tree health and avocado sizing. We're expecting a good mix of
sizes to support a variety of customer needs. "
Volume ramped up in earnest around March. While the
commission's fiscal year runs from November 2021 through
October 2022, about 80% of the California avocado season volume
is expected to occur from April through August, with the season
winding down starting in September.
" We're looking forward to the 2022 California avocado season
with additional volume for promotions and creative California
avocado marketing to support our customers, " said DeLyser.
Mexico back online
Dallas-based Avocados from Mexico and the Mexican Hass Avocado
Importers Association (MHAIA) applauded efforts on both sides
of the border that led to Mexican avocados being reapproved for
shipment to the US in mid-February.
Mexican product had been banned following a threat received by
a US Department of Agriculture official. The USDA officer had been
doing inspection work in Uruapan, Michoacan, when he received a
threatening call to his official cell phone, according to media reports
at the time.
The Association of Avocado Exporting Producers and Packers
of Mexico (APEAM), working closely with the USDA and local
authorities, enacted additional measures that enhance safety for
USDA's inspectors and the full value chain in Mexico, according to
Avocados from Mexico.
Avocado imports to the US have a positive socioeconomic impact
on both Mexico and US, according to the association. In 2021,
2.4 billion pounds of avocados were imported into the US from
Michoacan, representing the vast majority of avocados in the US
(more than 8 in 10 avocados in the US come from Mexico). Mexican
avocado imports contributed more than $6.5 billion in US economic
output, according to a 2020 study by Texas A&M University. Much of
that economic benefit accrued at the wholesale, retail and service
industries at both state and national levels.
" We are extremely appreciative of the diligence and hard work
of APEAM and all of the officials on the ground in Mexico to work
together to develop a solution to this complex situation, " said Ron
Campbell of the Mexican Hass Avocado Importers Association.
supermarketperimeter.com
CALIFORNIA AVOCADO COMMISSION
http://www.supermarketperimeter.com
Supermarket Perimeter - April 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2022
