By
April 5, 2021
Though the California avocado industry has a smaller crop this year, the California Avocado Commission continues to have a robust promotional program, albeit a more efficient one with an emphasis on social and digital media.
The commission has allocated about $4 million for its promotional budget with digital streaming accounting for 67 percent of it. The remaining $1.3 million is split among audio, search engines, social and outdoor advertising in descending amounts. The audio and digital advertising will be confined to the March through August time slot. Social media and search engine promotions take place on just about a year-round basis.