Growers Sell: The California Avocado Commission is launching an ad campaign that features growers

摘要

More and more, consumers want to know where their food comes from. Past attempts to legislate Country of Origin Labeling (COOL), most notably in the 2002 Farm Bill, may have failed, but that doesn't mean the issue's not important to consumers. The movement has many faces, such as consumers' desires to reduce their carbon footprints, but whatever you call it, it's growing. And the California Avocado Commission is planning to take advantage of it with a new marketing campaign: "Hand Grown in California." A study conducted by Cooper Roberts Research, Inc. of San Francisco found that 54% of avocado buyers feel it is important that the avocados they buy are grown in the U.S. "That statistic is meaningful, but the fact that it represents a 25% increase from the prior year shows a significant change in the consumer mindset," says Jan DeLyser, the commission's vice president of marketing. "We combined this research with knowledge of shopper interest in locally grown produce, the emerging handcrafted and artisan movements, and consumer concern about carbon footprints to shape a marketing campaign highly relevant to today's primary avocado shoppers."