Mar 11 2011

Focus Continues on Building California Avocado Brand, Industry Research and Advocacy

IRVINE, Calif. (March 11, 2011) – The California Avocado Commission (CAC) has been notified by the
California Department of Food and Agriculture (CDFA) that the recently completed 2010-11 referendum of
California Avocado growers has affirmed continuation of operations of the Commission. By law, a vote must
be conducted every five years. In order for CAC to continue, a majority of those producers voting must vote in
favor of continuation. The final results showed that 76% of the voting producers support continuation of CAC
for another five years, well above the simple majority requirement.

CAC’s programs are focused on both marketing and industry affairs, and are funded through a mandatory
assessment from all producers in the state.

“It is gratifying to have the growers affirm their support for the direction of the Commission. The favorable vote
clearly demonstrates the value they see in this organization,” said Tom Bellamore, president, California
Avocado Commission. “The Board and management of the Commission take seriously the responsibility of
building consumer demand through effective marketing, supporting grower viability through industry affairs
and production research programs as well as efficiently managing the operations of the organization. We are
grateful to the California avocado industry for believing in CAC’s mission, and we thank all who have worked
tirelessly to strengthen and support this organization’s value to the grower community.”

According to Bellamore, the industry must now redouble its efforts to ensure its viability over the next five
years. Guided by CAC’s strategic imperatives, announced in 2010, the Commission continues to remain
focused on building the California avocado brand and increasing consumer demand through its Hand Grown
in California campaign that tells the story of real California avocado growers. Bellamore added that he
expects to announce key initiatives that challenge the industry to modernize, innovate, and expand at CAC’s
board meeting later this month.

“On the production side, increasing average yield is imperative, as are advancements in good agricultural
practices. The market will continue to reward California avocado growers for the exceptional fruit they
produce, as long as we deliver value to the consumer in the form of a premium quality product. And our
brand-building efforts must stay on the leading edge of marketing.”

Bellamore was appointed president of CAC in 2009 following the resignation of the former CEO. Under his
leadership, the Commission was reorganized and refocused to bring value to the grower by occupying a
premium marketplace position for California avocados while operating under the highest and most prudent of
fiscal standards.

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 nearly 5,000 avocado growers. The California Avocado Commission serves as the official information source for California Avocados and the California Avocado industry. For information about California Avocados, visit CaliforniaAvocado.com, become a fan at Facebook.com/CaliforniaAvocados and follow the California Avocado Commission on Twitter at Twitter.com/CA_Avocados.