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.
By
April 5, 2021
Based in Reidsville, GA, the heart of the Vidalia® growing region, Shuman Farms is a year-round grower, packer, and shipper of premium sweet onions from Vidalia, Peru, and Texas.
With the Southeast Produce Council’s Southern Exposure show coming soon, many at the company are preparing for exhibiting both in-person and virtual.
“While nothing can quite compare to being on the show floor in person, we understand the need for a virtual option this year,” said John Shuman, president and CEO of Shuman Farms. “Having the virtual booth, in addition to our booth on the show floor, will allow us to reach retailers that may not be traveling yet. We are thankful to the Southeast Produce Council for providing both options so that we may connect with as many people as possible.”
The California Avocado Commission is extending its consumer advertising campaign, “The best avocados have California in them,” with new creative designs that playfully illustrate the California lifestyle, connecting the fruit with the locale. Pre-season media launched in winter with a series of video ads released on the commission’s YouTube channel to build anticipation for the season. In-season media launched in March and continues through summer to support the peak availability of this season’s California avocado crop.
April 1, 2021
Shenandoah Growers Inc., one of the nation’s leading and largest certified organic indoor farming companies with products available in most major retailers across the U.S., announced Cameron Geiger as chief operating officer as the company enters its next phase of transformational growth. Geiger will report to Shenandoah Growers President Phillip Karp and serve on the company’s executive leadership team.
Geiger, a seasoned supply chain expert, has served in a variety of operational and executive leadership roles at public and private companies focused on automation, innovation, and technology in both the U.S. and abroad. Key roles prior to joining
Recently, Mission Produce, Inc., based in Oxnard, CA, launched two promotion programs designed to appeal to consumers and their perceptions and use of avocados. While the promotions were not specifically created with a point of avocado origin in mind, both promotions are being used to help create demand for California avocados this spring and summer.