Oct 8 2010

Nearly 50,000 California Avocado Enthusiasts Engage on Facebook

IRVINE, Calif. (October 8, 2010) – Just an hour after posting a recipe suggestion to the California Avocado Commission (CAC) Facebook page, “Alexandra” had a response suggesting that she share her recipe on CaliforniaAvocado.com also. Another fan chimed in regarding her upcoming plans to make the recipe, while scores of others commented on avocado usage ideas. This interaction between consumers and a commodity marketing organization reflect a new level of engagement made possible by social media.

In an effort to engage further with avocado consumers, CAC extended its California avocado grower campaign with Hand Grown in California thematic into the social media arena in spring 2010, launching pages on Facebook, YouTube and Twitter. In just six months, with nearly 50,000 fans on Facebook alone, CAC’s hands-on approach is bearing fruit. The Commission posts recipes ideas on http://www.facebook.com/CaliforniaAvocados, as well as California avocado grower messages and information about promotions and nutrition. These posts are creating interactions that measure more than one-half million impressions per month.

“CAC’s social media program is all about building the relationship with avocado consumers who become active fans and followers through social media channels,” said Jan DeLyser, vice president of marketing of the California Avocado Commission. “CAC’s program not only integrates with our traditional marketing plan but we also are very robust with our fan engagement – virtually no question or suggestion goes unanswered and therefore California avocado fans know that we listen and pay attention to as well as care about them.”
 
This year the Commission has used social media to promote seasonal programs such as Cinco de Mayo, its Best Guacamole contest which garnered more than 260 entries in just under two weeks and to tie-in with the Sutter Home Build a Better Burger® Promotion.

Among the most popular social media discussions were those related to foodservice programs that promoted California avocados. Restaurant chains Togo’s and Farmer Boys advertised sandwiches that included California avocados, and CAC helped build program awareness via cross-promotion on its Facebook and Twitter pages. Fans chimed in, expressing their love of California avocados and praise for the restaurants that featured them.

“These foodservice social media programs were a marketer’s dream – our target market promoting our product and program to others in our target market,” said DeLyser. “I believe there is a strong opportunity to use social media to create similar synergies between California avocados and retailers’ programs, and continue building avocado demand.”

In addition to working with retailers and foodservice operators, the Commission plans to expand its YouTube channel with avocado grower videos and “how to” recipe videos. This year a video featuring celebrity chefs Mary Sue Milliken and Susan Feniger, http://www.youtube.com/CaliforniaAvocados#p/u/7/Je5iBdRuX3o, was among the most viewed on CAC’s channel.

CAC is also very active on Twitter (http://twitter.com/CA_Avocados), and will be engaging and interacting with the retailers on Twitter while at the show with specific messaging for that audience. CAC will tweet live from the PMA show floor in PMA’s official trending topic #freshsummit. Attendees who follow CAC’s tweets during the expo will have an opportunity to win a Flip® video camera.

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 6,000 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.