Volumes projected to reach 170,097 tonnes in 2025
The 2025 California avocado harvest is projected to reach 170,097 tonnes this season – the largest crop estimate for the fruit since 2020. This estimate comes after recent high winds in California have slightly dampened projections, however the industry remains optimistic as growers have increased planting of new trees and improved per acre yield. While fruit sizing and harvest volumes will be ultimately be influenced by natural factors, growers are hoping for beneficial rain and sunshine to come.
As peak availability of California avocados is expected to run spring through summer this year, some growers have started size picking in January to support Big Game promotions with retailers.
The California Avocado Commission (CAC) will support the season with a multi-platform campaign focused on communicating the locally grown fruit’s sustainably farmed and ethically sourced attributes while reminding consumers of the delicious flavour and high-quality of California avocados.
The “What’s Inside a California Avocado” campaign was filmed in avocado groves in San Diego, Ventura and San Luis Obispo counties and will feature across streaming and connected TV, audio, outdoor and custom digital partnerships. The campaign will also target hyper-local media in key markets for the brand.
“The Commission is in full gear implementing marketing support programmes for the quickly approaching California avocado season,” said CAC vice president of marketing, Terry Splane. “In addition to media and social media activity, customised marketing programmes for retailers and foodservice operators who partner with the Commission are a cornerstone of CAC’s trade support.”
With retail strategies often aligning with the priority communications of California avocado growers, the CAC said it often also supports customers’ own initiatives with unique materials. Programmes can include traditional merchandising support such as point-of-sale materials, display bins, sales contests, demos and more. CAC also supports customer sponsored advertising, social and consumer public relations activities.
“This season, with additional volume projected compared to the last few years, we are excited to provide continued support to loyal partners and reach out to more customers whose strategic priorities and shopper profiles align with ours,” said Splane. “We’re looking forward to heightened creativity in our customer programs and our consumer marketing support.”
