Jun 18 2009

IRVINE, Calif. (June 18, 2009) — The California Avocado Commission (CAC) has developed an innovative program designed to expand California avocado usage through partnerships with well–known chefs across the nation. The chefs in CAC's artisan chef program regularly feature avocados on their menus, utilize locally grown products and practice an artisan cooking style.

"Consumers today look to chefs for culinary ideas, as demonstrated by the increased popularity of television cooking programs," said Jan DeLyser, vice president of marketing for CAC. "CAC is actively capitalizing on this trend with its chef–centric program, featuring influential chefs from around the country, to promote California avocados during the peak season."

Each of the chefs in CAC's artisan chef program helps to communicate key messaging and promote the fruit's versatility and premium quality through media, event and in–restaurant opportunities. The chefs promote California avocados through their menus, restaurant advertising, Web sites and newsletters, as well as at special events featuring California avocados. Social networking also draws in new avocado enthusiasts via the chefs' blogs, Facebook℠ pages and Twitter℠ pages.

Recipes from chef Trey Foshee of Georges at the Cove in San Diego, as well as chefs Mary Sue Milliken and Susan Feniger of Border Grill in Las Vegas and Los Angeles, and Ciudad in downtown Los Angeles, were featured in an article on avocados that ran in the April issue of Sunset magazine. Chefs also have promoted California avocados in such television shows as "The Saturday Early Show" (CBS) and "Good Day LA" (FOX), and appearances are scheduled on KING–TV (NBC; Seattle) and KOMO–TV (ABC; Seattle).

"Our artisan chef outreach allows us to generate new usage ideas for existing consumers while introducing California avocados to new users, creating increased demand," said DeLyser.

The California Avocado Commission began its artisan chef program in 2008 and currently has relationships with 14 well–known chefs. Additional chefs joining the program this year include chef Marc Forgione of Marc Forgione in New York, chef Jenn Louis of Lincoln in Portland and chef Eric Tanaka of Dahlia Lounge in Seattle.

In addition to featuring California avocados on their restaurant menus, CAC's chef partners highlight the fruit at special events, such as at the recent Annual Celebrity Golf Hall of Fame Tournament, where chefs Mike and Molly Fagnoni of Hawks in Sacramento showcased one of their California avocado recipes and interacted with attendees.

CAC highlights its chef partners in the Chef Spotlight section of CaliforniaAvocado.com, which provides a biography of each chef, along with his/her avocado recipes. CaliforniaAvocado.com generates more than 1 million visitors per year.

About the California Avocado Commission
Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state's 6,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry.