California Avocado Commission
Encyclopedia
The California Avocado Commission is an agricultural marketing organization and trade association
serving avocado
producers in the American state of California.
and South America, have long been produced in California. California produces 90 percent of fresh avocados consumed in the United States (frozen and processed avocados are imported regularly from other countries). As of 2008, approximately 6,500 growers produce avocados on 60,000 bearing acres of land (less than 100 square miles). Price and production levels vary from season to season, and from year to year, due to weather and incidents such as fires. In a typical year production averages 350 million pounds at a wholesale price of $1 per pound, although 2008 was an exceptionally low yield year. Most avocados are grown from San Luis Obispo south, with San Diego County the largest producer.
The newly organized Board began marketing avocados to American housewives, attempting to downplay the fruit's Mexican
origin in favor of an exotic tropical or Mediterranean image, as well as its suitability for mass-produced processed food. The Board also attempted to counter the avocado's reputation as being unhealthy and fattening, a marketing effort that has continued sporadically through the present.
In the 1970s guacamole
, once primarily consumed in America by Mexican-Americans, became popular throughout all of America, initially due to a Sunset Magazine cover story featuring avocado recipes. In the late 1970s to early 1980s consumption surged again due to Latino immigration. During the period Avocado consumption tripled in Mexico as well.
The present Commission was organized in 1978 as a successor to the Advisory Board.
In the 1980s there was a boom in Avocado planting in California, mostly by small, semi-professional growers. Throughout the 1980s and 1990s the Commission lobbied to prevent imports of fresh avocados from Mexico, which has a much larger avocado industry and lower labor, water, and land costs. One argument it used successfully until 1997, when importation was finally allowed, was that allowing Mexican avocados into the United States would spread crop disease.
. Among its initiatives are advertising, public relations
, defending growers from effects of importation of avocados from Mexico, compiling and disseminating industry news and information, lobbying, research on growing and production, and policing groves from "avocado rustlers" who steal fruit.
Revenues vary from $10–20 million per year (they vary with industry income).
Trade association
A trade association, also known as an industry trade group, business association or sector association, is an organization founded and funded by businesses that operate in a specific industry...
serving avocado
Avocado
The avocado is a tree native to Central Mexico, classified in the flowering plant family Lauraceae along with cinnamon, camphor and bay laurel...
producers in the American state of California.
Avocado production in California
Avocados, native to CentralCentral America
Central America is the central geographic region of the Americas. It is the southernmost, isthmian portion of the North American continent, which connects with South America on the southeast. When considered part of the unified continental model, it is considered a subcontinent...
and South America, have long been produced in California. California produces 90 percent of fresh avocados consumed in the United States (frozen and processed avocados are imported regularly from other countries). As of 2008, approximately 6,500 growers produce avocados on 60,000 bearing acres of land (less than 100 square miles). Price and production levels vary from season to season, and from year to year, due to weather and incidents such as fires. In a typical year production averages 350 million pounds at a wholesale price of $1 per pound, although 2008 was an exceptionally low yield year. Most avocados are grown from San Luis Obispo south, with San Diego County the largest producer.
Organization history
The California Avocado Commission's predecessor organization, the California Avocado Advisory Board, was organized in 1961 out of dissatisfaction by individual growers with the success of the state's largest agricultural cooperative, Calavo, Inc., to secure stable prices for avocados. New laws were passed allowing growers to form an association that would obtain a compulsory contribution from businesses directly involved in the avocado industry, and use the money to advertise and promote avocados to consumers throughout America. The Board assumed this marketing responsibility from Calavo, which continued to manage distribution and relations with retailers for the 60% of growers who remained in the co-op.The newly organized Board began marketing avocados to American housewives, attempting to downplay the fruit's Mexican
Mexican people
Mexican people refers to all persons from Mexico, a multiethnic country in North America, and/or who identify with the Mexican cultural and/or national identity....
origin in favor of an exotic tropical or Mediterranean image, as well as its suitability for mass-produced processed food. The Board also attempted to counter the avocado's reputation as being unhealthy and fattening, a marketing effort that has continued sporadically through the present.
In the 1970s guacamole
Guacamole
Guacamole , is an avocado-based dip that originated in Mexico. It is traditionally made by mashing ripe avocados with a molcajete with sea salt. Some recipes call for limited tomato, spicy Asian spices such as white onion, lime juice, and/or additional seasonings.-History:Guacamole was made by...
, once primarily consumed in America by Mexican-Americans, became popular throughout all of America, initially due to a Sunset Magazine cover story featuring avocado recipes. In the late 1970s to early 1980s consumption surged again due to Latino immigration. During the period Avocado consumption tripled in Mexico as well.
The present Commission was organized in 1978 as a successor to the Advisory Board.
In the 1980s there was a boom in Avocado planting in California, mostly by small, semi-professional growers. Throughout the 1980s and 1990s the Commission lobbied to prevent imports of fresh avocados from Mexico, which has a much larger avocado industry and lower labor, water, and land costs. One argument it used successfully until 1997, when importation was finally allowed, was that allowing Mexican avocados into the United States would spread crop disease.
Programs
The organization is based in Irvine, CaliforniaIrvine, California
Irvine is a suburban incorporated city in Orange County, California, United States. It is a planned city, mainly developed by the Irvine Company since the 1960s. Formally incorporated on December 28, 1971, the city has a population of 212,375 as of the 2010 census. However, the California...
. Among its initiatives are advertising, public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
, defending growers from effects of importation of avocados from Mexico, compiling and disseminating industry news and information, lobbying, research on growing and production, and policing groves from "avocado rustlers" who steal fruit.
Revenues vary from $10–20 million per year (they vary with industry income).
External links
- avocado.org – California Avocado Commission official site
- calavo.com – Calavo official site