Press Room : Retail Press Release
Party Time Is Avocado Time |
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June 02, 2004 Contact: |
Irvine, CA. (June 2, 2004) - Super Bowl Sunday and Cinco de Mayo top the list of many special occasions that offer a great opportunity to increase avocado sales. These two events have become "semi-national" holidays and result in the consumption of about 10 percent of all avocados purchased at retail annually in the United States. But it's not the celebration of football or Hispanic culture that drives the sales of this green fruit during these special occasions; it is the celebration itself. The Fourth of July, Easter Sunday, Presidents' Day and Memorial Day Weekend each account for approximately 5 percent of the annual United States avocado sales at retail. Significant sales are also registered during New Year's Day, Mother's Day, Father's Day and Labor Day. Jan DeLyser, vice president of marketing for the California Avocado Commission said these 10 holidays produce about 42 percent of the total annual retail sales of avocados in the United States. "Special events drive avocado sales," she said. "Whether it's a national holiday, a regional event or a private party, consumers tend to purchase more avocados whenever they celebrate as a group." For this reason, the CAC executive said promotional opportunities for avocados are limitless. The sales figures clearly demonstrate that whether the event calls for an outdoor barbeque, a sit-down dinner or munchies while watching a big sporting event, there is a place on the menu for avocados. DeLyser said, "There are excellent opportunities for retailers and foodservice operators to capitalize on avocado sales in the coming weeks. In addition to the traditional holidays, events such as graduations, summer parties, the viewing of the Olympics and baseball tailgates provide wonderful promotional opportunities to increase the sales of avocados and capture incremental sales of the items that go with them." She said retailer willingness to go after promotional opportunities with an aggressive campaign is key to success. This year, one Southwest retailer realized a 700 percent increase in avocado sales over the previous year during Super Bowl week, which he attributed directly to increased promotion. This year, the California avocado crop is estimated at approximately 400 million pounds, with the bulk of shipments occurring between March and October. In addition, approximately 300 million pounds will be imported from Chile, Mexico, New Zealand and Dominican Republic. About the California Avocado Commission Based in Irvine, California, the California Avocado Commission was created in 1978 to serve as the official information source for California avocados and the California avocado industry. The Commission's chief objective is to conduct market development activities and increase consumer awareness on behalf of the state's 6,000 avocado growers.
About the California Avocado CommissionCreated 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 6,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry. |
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