On-fruit labeling of California avocados has begun appearing at retail. So far, 10 of the state’s 13 largest packers are using the labels or have plans to do so by the start of the 2015 season.
Stickers aim to make the product’s origin in the state prominent in a way that mirrors marketing efforts, California Avocado Commission president Tom Bellamore said in a news release.
Those efforts are taking shape in print, radio and online marketing – including mobile and social media – that encourages consumers to look for the label. A new video series, “A Look Behind the Label,” takes them into the grove and offers insights on the fruit.
Connecting promotion efforts with the California brand at point of sale is a concept the Irvine-based commission has supported for more than 20 years. The commission considered it when price lookup stickers were first implemented, and again with the launch of the California Avocado Grower campaign in 2008.
Read the rest of the article HERE