California Avocado Commission
| Company type | Trade association |
|---|---|
| Industry | Agriculture, Marketing |
| Predecessor | California Avocado Advisory Board |
| Founded | 1961 |
| Headquarters | Irvine, California , United States |
Area served | California, United States |
| Products | Avocados |
| Website | avocado |
The California Avocado Commission serves as a trade association and agricultural marketing organization representing avocado growers throughout California.
Avocado production in California
California has historically been a leading producer of avocados, accounting for 90 percent of the fresh avocado supply in the United States as of 1989. By 2008, approximately 6,500 cultivators managed avocado orchards spanning 60,000 bearing acres. Annual yields and market prices vary due to climatic conditions and incidents such as wildfires. On average, yearly production reaches around 350 million pounds, with wholesale prices near $1 per pound; however, output in 2008 was significantly below average. The majority of cultivation takes place from San Luis Obispo County down to the southern regions, with San Diego County recognized as the top-producing area.
Organization history
The California Avocado Commission originated from the California Avocado Advisory Board, which was created in 1961 by growers dissatisfied with Calavo Growers' price stabilization efforts. Legislation at that time permitted the establishment of an organization funded by mandatory contributions from entities within the avocado industry to promote the fruit nationwide. While the Advisory Board assumed responsibility for marketing activities, Calavo continued handling distribution for its cooperative members.
Initial promotional campaigns targeted American consumers by highlighting a tropical or Mediterranean image rather than emphasizing the avocado’s Mexican heritage, also promoting its use in processed food products. Early efforts aimed to counteract beliefs that avocados were unhealthy or fattening—a concern that has resurfaced periodically.
During the 1970s, guacamole's popularity expanded across the U.S., driven by media exposure and increased Latino immigration, which also raised domestic consumption in Mexico. The current Commission was established in 1978 as the successor to the Advisory Board.
The 1980s experienced a notable increase in avocado planting by smaller growers. Throughout the 1980s and 1990s, the Commission actively opposed fresh avocado imports from Mexico—whose larger industry benefited from lower labor and land expenses—citing concerns about disease until imports were permitted in 1997. After that point, California producers faced pressure to lower wages to maintain competitiveness.
Programs
Located in Irvine, California, the Commission concentrates on advertising campaigns, public relations, lobbying efforts, and protecting local growers from competition posed by imported Mexican avocados. It also gathers industry updates, undertakes research related to cultivation and production techniques, and monitors orchards to deter theft by so-called "avocado rustlers."
Annual income varies between $10 million and $20 million, depending on industry performance.
See also
External links
- avocado.org – Official website of the California Avocado Commission
- calavo.com – Official site for Calavo Growers