The California Avocado Commission is preparing for the Produce Marketing Association Fresh Summit event in its home territory this year, as the annual convention will take place Oct. 16-19 at the Anaheim Convention Center in Anaheim, CA.
Zac Benedict, Jessica Hunter, CAC board member and secretary), Jan DeLyser and student Trevor Garcia at the PMA Fresh Summit in 2018. Photo courtesy of CAC.“We’re wrapping up our season and the celebration of the commission’s strong heritage of groundbreaking avocado marketing, supporting California avocado growers and helping to grow avocado consumption,” said Jan DeLyser, CAC vice president marketing. “Now we are looking forward to the next 40 years of the commission’s continuing innovation, creativity and focused customer service.”
The California avocado industry is anticipating a larger crop with promotable volume in 2020. The CAC marketing team is working on programs that build shopper anticipation for seasonal availability of fresh California avocados next year. The marketing lineup includes innovative advertising and customer-specific programs. As it has in prior years, health and wellness communications will be integrated into the commission’s plans. 
CAC is a sponsor of Produce for Better Health’s 2019 Education to Action program at Fresh Summit. PBH President and CEO Wendy Reinhardt Kapsak, second from right, and dietitians were among the many visitors to CAC’s booth in 2018. Photo courtesy of CAC.
“CAC is proud to be a sponsor of the Produce for Better Health Foundation Education 2Action Retail Dietitian Summit and welcome those influential retail dietitians, as well produce retailers and industry stakeholders to booth No. 3937,” said DeLyser. “We’ll have a double-decker booth again this year, which provides nice spaces for private meetings as well as casual conversations.”
CAC’s merchandising and marketing team will be available at the booth during expo hours, including David Anderson, Carolyn Becker, Zac Benedict, David Cruz, Jan DeLyser, Angela Fraser, Marji Morrow and Steven Muro. The latest category data will be available for retailers and other stakeholders.
