Volume 26, Issue 7 May 13, 2010
IN THIS ISSUE, YOU’LL FIND:
MEDFLY TREATMENTS NO LONGER REQUIRED
TRE-HOLD APPLICATION APPROVED
LAUREL WILT DISEASE FOUND IN MISSISSIPPI
NEW PRODUCTION RESEARCH PROPOSALS
LATEST AVOCADO POLLINATION RESEARCH
ORGANIC ADVISORY COMMITTEE VACANCIES
CONSUMER ADVERTISING GOES LIVE
CALIFORNIA AVOCADOS A HIT WITH EDITORS
AVOCADOS LABELED A SUPERFOOD
KEY RETAILERS PROMOTE CALIFORNIA FRUIT
AVOCADO RETAIL PERFORMANCE
CAC BOARD – Thursday, May 20, 2010 – 9:15 a.m. to 2:00 p.m. at HAB’s office: 230 Commerce, Suite 190, Irvine, CA
CAS BOARD – Thursday, May 27, 2010 – 10:00 a.m. to noon at the Huntington Botanical Gardens, 1151 Oxford Rd., San
Marino, CA 91108
HAB BOARD – Thursday, June 24, 2010 – 10:00 a.m. to 2:00 p.m. at HAB’s office: 230 Commerce, Suite 190, Irvine, CA
Soil Management-Fertilizers – Rob Mikkelsen of the International Plant Nutrition Institute will discuss fertilizers and
plant health, including fertilizer types, sources and costs. A grower panel will lead a discussion of successful fertilizer
application strategies that generate optimum production and tree health.
San Luis Obispo: Tuesday, June 8, 2010, at 1-3 p.m.
Cooperative Extension County Office/Auditorium
2156 Sierra Way, San Luis Obispo
Ventura: Wednesday, June 9, 2010, at 9-11 a.m.
Cooperative Extension County Office/Conference Room 669 County Square Drive, Ventura
Temecula: Thursday, June 10, 2010 at 1-3 p.m.
South Coast Winery Resort, 34843 Rancho California Rd., Temecula
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PRE-HARVEST TREATMENTS NO LONGER REQUIRED FOR HARVESTING HASS AVOS IN MEDFLY
The U.S. Department of Agriculture announced that, effective April 20, pre-harvest bait treatments are no longer
required, in order to move Hass variety Avocados from Fallbrook and Escondido areas in San Diego County, under
quarantine for Mediterranean fruit fly (Medfly).
Growers in the quarantine zones must still enter into Compliance Agreements with USDA and obtain a harvest permit,
prior to picking their fruit. In addition, field boxes or bins must be identified with the grove owner’s name and location
of the grove, prior to movement to packinghouse. Hass Avocados cannot be picked from the ground for harvest, and
fruit that is picked must be moved to the packinghouse as soon as practicable. Harvested bins must be removed from
the grove or tarped within three hours of time fruit was picked. The new procedures apply to the core area of the
quarantine, as well as the outlying quarantine zone. The new procedures do not apply to Lamb Hass avocados, however.
For more information, please contact the Cooperative Medfly Project Office at (760) 471-8180.
EPA APPROVES RENEWAL APPLICATION FOR TRE-HOLD SECTION 18
The California Avocado Commission's (CAC) renewal application of the Section 18 Emergency Exemption, for the use of
Tre-Hold Sprout Inhibitor A-112, has been approved by the U.S. Environmental Protection Agency and California
Department of Pesticide Regulation. The emergency exemption is now in effect until April 16, 2011.
Please contact Angie Hanson at email@example.com - or your County Agricultural Commissioner office - to obtain the
necessary documents, for growers planning to use Tre-Hold for pruning or stumping. Documents must be with you when
product is applied.
LAUREL WILT DISEASE FOUND IN MISSISSIPPI
A case of Laurel wilt - a lethal fungal disease of avocado trees - has been identified in Mississippi, according to the Plant
Disease Journal of The American Phytopathological Society (APS).
Laurel wilt is a disease caused by Raffaelea lauricola, a newly described fungus that is vectored by a non-native, Asian
insect; the redbay ambrosia beetle (RAB). The beetle bores into the wood of trees and inoculates the host wood with R.
lauricola spores that germinate and colonize the tissue, reaching the xylem. As a result, movement of water and
nutrients is blocked. Plants in the Laurel family (Lauraceae) - of which the avocado tree (Persea americana) is a member
- are susceptible to this disease.
Laurel wilt has not reached California; however, its migration to Mississippi is considerably ahead of predicted
CAC will continue providing pertinent Laurel wilt updates; however, please click here – or visit
http://www.avocadosource.com/papers/Research_Articles/EskalenAkif2010b.pdf – to find more information
regarding, and/or see pictures, of the redbay ambrosia beetle and Laurel wilt damage. If you have any questions, please
contact Angie Hanson, CAC industry affairs, at firstname.lastname@example.org or (949) 341-1955.
*Information was provided by Dr. Akif Eskalen, Cooperative Extension Specialist and Plant Pathologist, at the University of
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CAC SEEKING NEW FULL PRODUCTION RESEARCH PROPOSALS
The California Avocado Commission (CAC)’s Production Research Program is now requesting Full New Research
Proposals for the fiscal year November 1, 2010 to October 31, 2011.
The mission of the Production Research Program is to provide California Avocado growers a means to achieve optimum
profitability, now and in the future, through focused research, global collaboration and effective communication of
These Full New Research Proposals should be based solely on NEW research and must be submitted by June 7, 2010.
The proposal’s intent should be to provide growers and industry with practical, cost-effective methods for improving
profitability, through increased yields and production efficiencies that minimize environmental impacts. Proposals
should address production practices aiming to increase the competitive advantage of California Avocado growers, as
well as new production practices aiming to improve industry sustainability.
The CAC Board will select final projects in October, and funding will begin in November 2010. The Full New Research
Proposal Application is available online at:
versions may be requested by e-mailing Jonathan Dixon at email@example.com, or calling CAC at (800) 344-4333, Ext.
DR. HORMAZA SHARES LATEST AVOCADO POLLINATION RESEARCH
Dr. Iñaki Hormaza, professor and chair of the Subtropical Pomology and Phythopathology Department at la Mayora
Experimental Station (Malaga, Southern Spain) since 2000, recently shared his latest avocado pollination research with
the California Avocado Industry.
Dr. Hormaza, who holds a Ph.D. in Plant Biology from the University of California, Davis, has been involved in various
national and international research projects, focused on genetic diversity, germplasm characterization/conservation and
reproductive biology in subtropical and temperate fruit-tree species, including a five-year research role in Zaragoza
On April 12 and 14, field meetings were held in California’s Southern and Northern Districts, where Dr. Hormaza
discussed his avocado pollination knowledge, based on recent studies in Southern Spain, including:
selection of appropriate pollinizers, based on overlap in flowering time and sexual stages
effect of distance between pollinizers and fruit-producing trees on cross-fertilization, yield and selective fruit
implications of nutritive status of flowers on fruit set and production
Please click here – or visit http://growers.avocado.org/content/pdf/commissioners/Hormaza_Presentation.pdf – to
view Dr. Hormaza’s complete presentation.
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CDFA ANNOUNCES ORGANIC ADVISORY COMMITTEE VACANCIES
On April 7, the California Department of Food and Agriculture (CDFA) announced four vacancies on the California
Organic Products Advisory Committee. This committee advises the CDFA secretary on current issues related to organic
food production, making recommendations on all matters pertaining to the California Organic Program.
The vacancies include: one producer alternate, one environmental alternate, one technical alternate and one consumer
alternate. The environmental, technical and consumer representatives must not possess a financial interest in the direct
sale and marketing of organic products. The term of office for committee members is three years, and members receive
no compensation, but are entitled to payment of necessary traveling expenses, in accordance with the rules of the
Department of Personnel Administration, according to a CDFA news release.
Please visit the CDFA Web site for further information.
COMMISSION CONSUMER ADVERTISING HITS GROUND RUNNING
It’s California Avocado season, and consumer advertising is hard at work driving demand for California Avocados. The
2010 campaign kicked off in late April throughout the U.S.
The first ad, in a series of print ads for the 2010 campaign, tells the story of Rudolph Hass and the Hass Avocado Mother
Tree, appearing on the back cover of the June issue of EatingWell Magazine (pictured below).
Consumer demand is being driven in the California Avocado Commission’s (CAC’s) core markets, from San Diego to
Phoenix to Seattle, and everywhere in-between. The California Avocado Grower Campaign with Hand Grown in
California thematic is being seen and heard on radio, billboards, online, in health clubs, magazines and in-store, with
radio, grocery cart ads and point-of-sale signage.
2010 Grocery Cart advertising featured in-stores 2010 Rudolph Hass Print advertising
The consumer advertising – designed to get consumers to insist on and purchase California Avocados – announces the
California Avocado season and provides stories portraying the care and craftsmanship the California Avocado growers
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take pride in, when producing the best avocados. In June, CAC will expand its consumer advertising to drive demand in
San Antonio, Houston, Dallas and Denver.
FRESH CALIFORNIA AVOCADOS MAKE HEADLINES WITH FOODSERVICE EDITORS
In early April, representatives from the California Avocado Commission (CAC) foodservice team traveled to New York,
Cleveland and Chicago to meet with foodservice trade magazine editors. In one-on-one meetings, the 2010 Fresh
California Avocado season, Fresh California Avocado volume predictions and spring and summer menu plans of six
operators who menu Fresh California Avocados, were discussed.
As part of the presentations, editors watched video interviews showcasing the six operators, including a quick-service
chain, a family style independent, a white tablecloth restaurant, a college and university feeder and a foodservice-
management firm, who use Fresh California Avocados.
The interviews were scripted to provide story leads, new recipe ideas, article content and recipe placements for print
and online/social media postings.
Editors also sampled and enjoyed Fresh California Avocado items from the featured operators’ menus. The Avocado,
Endive and Poached Prawn Salad from Top Chef contender Jen Biesty’s menu (Scala’s Bistro, San Francisco), proved a
consistent hit, with editors at Food Arts and Chef pursuing placement.
Avocado Pasta (Sixth Street Grill, Eugene, OR) attracted attention from Restaurants & Institutions, for an upcoming
pasta roundup. Unexpected Fresh California Avocado menu applications, like Chef Ida Shen’s (Cal Dining) Vegan
Chocolate Cupcakes and Chocolate Mousse, also intrigued editors. Using low-fat, all natural Fresh Avocados in dressings,
spreads, beverages and desserts was another popular topic, promising publicity for CAC’s photos and recipes throughout
the 2010 season.
AVOCADOS LABELED A “SUPER FOOD” & “BEST FOOD” IN MORE THAN 50 PUBLICATIONS
For more than two decades, the California Avocado Commission (CAC) has educated consumers about the nutritional
benefits of avocados. Today, in more than 50 books and media outlets, avocados have reached “super food” and “best
From Steven Pratt’s SuperFoods Rx: Fourteen Foods That Will Change Your Life, to the recently released, The 10 Things
You Need to Eat: And More Than 100 Easy and Delicious Ways to Prepare Them, by The New York Times health
columnist Anahad O′Connor and foodie Dave Lieberman, avocados are touted as a food that should appear on consumer
plates, to help prevent early onset of aging and health problems.
Writers and editors at magazines, blogs, Web sites and broadcast outlets also tabbed avocados a “super food.” Recently,
Health and Self magazines featured such articles aimed at women, including Top 10 Superfoods for Women and Weight
Loss Superfoods, respectively. Additionally, Shape published a list of Sixteen Superfood Must-Haves that included
With nutrition communications part of the overall communications program, the CAC marketing team will continue
providing pertinent avocado nutrition information to writers and journalists, to keep top of mind.
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TOP RETAIL ACCOUNTS SPREAD WORD ABOUT CALIFORNIA AVOCADOS, VIA PROMOTIONS
CAC has been working with key retail accounts, raising awareness about the California Avocado crop and promotional
opportunities this season. Working closely with the retail publication editors, dieticians, consumer affairs directors, on-
line editors and cooking school directors, CAC has achieved tremendous additional coverage of California Avocados
across the country.
California Avocados were a featured ingredient in “Grace-Marie’s Kitchen” at the Bristol Farms Cooking School April 7.
During a lunch-time class, Grace-Marie Johnston demonstrated her recipe for Roasted Salmon Toasts with Crushed
California Avocado and Sweet Chili Sauce, while a CAC representative shared nutrition information about California
Avocados and answered questions.
California Avocados were also a key ingredient in Grace-Marie’s “San Antonio Cinco de Mayo” class on May 5, 2010 and,
will again, be highlighted in a “Memorial Day Backyard Party” on May 22, 2010.
Stop & Shop
California Avocados appeared on the cover of Stop & Shop’s April 30, 2010 circular, in addition to a Cinco de Mayo
recipe and “fun fact.” Stop & Shop will feature CAC-provided recipes and photos on its Web site throughout spring and
California Avocados were featured in the April issue of Costco’s magazine, with a CAC-secured recipe, photograph and
statistics, in an article titled, Avocado 101: Super Facts About a Super Food. Costco’s magazine has a circulation of
At Schnucks, California Avocados are on the menu, on-line and throughout the pages of its magazine. CAC partnered
closely with the director of the new “Schnucks Cooks Cooking School,” creating menus for its May 13, 2010, afternoon
and evening classes. The day class, entitled, The Mighty Avocado, and evening class will feature such avocado-themed
recipes as: Bruschetta with California Avocado and Basil; Avocado Niçoise Salad; California Avocado Cranberry and
Pistachio Biscotti; Couscous with California Avocado, Mango and Shrimp; Avocado Smoothie and many more.
Schnucks Cooks’ summer issue will feature two recipes developed by the Schnucks team: Salmon Burger with California
Avocado & Bacon and Tuscan Tuna and White Bean and California Avocado Salad. The ingredient list also calls for
“California Hass Avocados.”
CAC also provided Schnucks with nutrition information, as well as “choose-and-use” tips for a “How-To” video Schnucks
is producing for its Web site, which will go live in late May.
Avocados were the subject of a recent blog post by Heidi Diller, SuperValu Corporate Nutritionist. On April 8, 2010, she
wrote about observing a mother feeding avocados to her toddler and included links to CAC’s “Homemade Avocado Baby
Food” page and “Recipes” section on the CaliforniaAvocado.com Web site. She tells her readers, “for great ‘grown-up’
recipes, go to this link at the California Avocado site.” She also posted the information to Supervalu’s Facebook® account
and reported to CAC that “the comments are flying.”
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Here’s a sneak peek at several developing retail promotions:
Safeway/Vons (circulation of 315,000): The July issue of Tony Tantillo will feature a CAC-provided recipe and
Kroger (circulation of 400,000): In the May/June issue of Optimum Wellness, look for California Avocados on
the “Good Tips” page about the UCLA phytonutrients research and findings
Hy-Vee (circulation of 1,000,000): In late July, California Avocados will be featured in the
Back-to-School issue of Seasons magazine, as an item/price promotion placement. Additionally, the Hy-Vee Web
site will spotlight CAC’s “Summer Entertaining” brochure and avocado scoopers at an upcoming in-store cooking
Meijer (circulation of 100,000): The July/August issue of Healthy Living will feature a
CAC-provide recipe and photo
Bashas (circulation of 1,700,000): Bashas is testing placement of its publication, HealthStyles, in the weekly ad,
starting May 26, 2010. As a featured item with a recipe, photograph and more, California Avocados are reaping
the benefits in this trial.
AVOCADO RETAIL PERFORMANCE
The Total U.S. Avocado category retail dollars for the 13-weeks ending 03/28/2010 were $215.0 million,* which
represented 5.1 percent* of the Fruit category. The Avocado category retail dollar increase of +9.3 percent, versus prior
year, significantly outperformed the Fruit category, which grew +2.8 percent.
*Source: IRI/FreshLook Marketing
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Avocado Volume Summary
2009/10 Weekly Projected vs. Actual Hass Volume into U.S. Market
30-DAY WEATHER OUTLOOK
The next rains of significance appear to move through north central and northern California on May 16-17th and 20-
21st. Freezes are possible on the 12th, and again on the 22nd. Much warmer May 23-25th as upper high pressure builds
and offshore flow occurs.
May 25-June 10...The North Pacific Ocean is colder than normal. After a dry warm break during May 22-27th, we expect
to see another wet period developing during May 29th - June 6th, with colder than normal conditions. We should again
see an active zone of westerlies across the east Pacific into the northern half of California.
To subscribe to fox weather for additional detailed seasonal and El Niño updates log onto Fox Weather at
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