California Avocado Commission's 2026 campaign spotlights local growers and sustainable farming

This season, Golden State avocado growers will take center stage in the California Avocado Commission’s (CAC) Voice of the Grower consumer marketing ads, an evolution of the award-winning What’s Inside a California Avocado campaign. 

By integrating the voices and the personal experiences of growers into the storytelling narratives established in the 2025 campaign, the commission will deepen consumers’ desire for premium local avocados and reinforce what makes them special—the local growers who nurture the harvest with great care.

Video and photography for the creative at the heart of the campaign were captured in two local avocado groves. The featured growers share their families’ stories of multi-generational farming and talk about the sustainable practices they use to bring Golden State avocados to market. 

The authentic voices of these individuals showcase the dedication and pride of California avocado growers and deliver on the transparency and authenticity that Golden State consumers demand.

“These shared personal stories bring key California avocado differentiators to life—locally grown, sustainably farmed, ethically sourced and fresh from the grove—in a trusted, approachable and engaging manner,” said CAC president, Ken Melban.

California avocados across the country 

Geo-targeted ads will be focused on Arizona, California, Colorado, Oregon, Utah, and Washington. These commercials are aimed at Ultra and Mega avocado shoppers who account for 53 percent of avocado purchases. 

The campaign launches on April 1 and runs through the end of August across a diverse set of channels in Western markets. Media placements include digital platforms, social media, retailer-tagged videos (Connected TV, YouTube, broadcast), out-of-home, and retail promotions. 

By combining engaging storytelling ads, custom recipes, and other consumer marketing tactics, the commission will build awareness of the season on the West Coast. Additionally, some tactics drive traffic to CaliforniaAvocado.com and its online store locator to help consumers find retailers carrying the premium fruit.

CAC is reaching out to consumers and retailers alike

Customized support for retailers who merchandise California avocados in season is also available. CAC offers retailers support tailored to fit with their own strategies and programs.

“Providing customized marketing support for retail customers has been a cornerstone of CAC’s

promotional program, and this year the commission is doubling down on these efforts,” Melban said. “We are committed to supporting our partners throughout the California avocado season.”

Customized retailer promotional tactics may include the use of display bins adapted to meet retailer needs, custom signage, digital and social support, and other traditional and groundbreaking merchandising programs. 

To make it easy for consumers to find when and where the fruit is available, consumer ads are combined with a call-to-action to purchase California avocados in season and callouts that identify retailers carrying the fruit. 

Together, these efforts ensure consumers know where to find Golden State avocados and encourage shopping trips that support participating retailers.

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