The California Avocado Commission (CAC) launched CaliforniaAvocado.com on April 17, 2008.

The site creates an authentic and warm interface for Recipes, Healthy Living, Trade and Español sections among others; including an all new Growers section featuring videos, photos and Q&A with California Avocado growers.

CaliforniaAvocado.com is an integral part of the 2008 California Grower Campaign, and introduces the visitor to the growers and their family farms, tells their experiences with farming and showcases their tireless dedication and passion for growing avocados. "The new Web site delivers the campaign theme messaging of 'Hand Grown in California' to visitors on the site," said CAC Vice President of Marketing, Jan DeLyser. "It shows the roots of the California Avocado industry as never before seen by consumers."

CAC's current Web site, Avocado.org, will remain active; it is very well known and ranks at the top of Web search engines. Both URLs will point to the same informative content. One new feature allows visitors to browse a map of the state of California for growers in their area, reinforcing the industry's commitment to quality and using proximity to convey CAC's new "From our hands to yours" messaging.

The California Avocado Commission has launched its exciting new California Grower Campaign, touting the benefits of California Avocados through the stories of real growers. Creative new ads featuring growers have an authentic, natural appeal to help satisfy consumers' desire to know where the food they consume is produced, and to associate real people with it.

Featuring California avocado growers as the stars of the show, personal stories will be told to convey key benefits of California Avocados, highlighting care of the crop from planting to harvest by hand, proximity to market, and love of the land in the Golden State. Ads will feature pictures and interviews with real growers, not actors, and will include the newly-unveiled Hand Grown in California logo.

The campaign encompasses the full range of the Commission's marketing activities, including consumer, foodservice and trade advertising, public relations, promotion, in-store merchandising and online activities. In addition to a continued strong presence in CAC's core markets with radio, outdoor and print media, for the first time the California Avocado Commission will advertise nationally on the Food Network, click here to view the TV Ad, carrying the Hand Grown in California message from coast to coast. All of the materials encourage consumers and the trade to "insist on California Avocados".

Before launching the California Grower campaign, CAC conducted extensive research to gain an in-depth understanding of consumer behavior and perceptions regarding avocados. CAC learned that 54 percent of avocado buyers feel it is important that the avocados they buy are grown in the United States. It represents a 25% increase from the prior year demonstrating a significant change in the consumer mindset.

In 2007, CAC conducted an advertising agency review and appointed DGWB of Santa Ana, California as their agency of record. DGWB quickly grasped the opportunity to "put the California back into the California Avocado brand". CAC and DGWB combined research with knowledge of shopper interest in locally grown produce, the emerging handcrafted and artisan movements, and consumer concern about carbon footprints to shape CAC's Grower Campaign so it is highly relevant to today's primary avocado shoppers. CAC sums it up in four words: 'Hand Grown in California.'"

Initial response to the campaign has been overwhelmingly positive. Check out one part of the marketing mix, the newly launched Web site, at CaliforniaAvocado.com. What is your opinion of the campaign? Send your feedback to dcruz@avocado.org.

La Habra Heights, the original home of the "Mother Hass" tree from which the Hass variety originates, will be hosting an Avocado Festival and Health & Safety Fair on Saturday, May 17th, 2008. Commencing at 10:00 am and ending at 4:00 pm, the festival will feature delicious food featuring California Avocados, music, a live animal farm and a contest for the Best Dressed Avocado!

For more information, please contact the La Habra Heights City Hall at (562) 694-6302