La Casa Del Aguacate (House of Avocado) has hired Rick Johnston as its vice president of sales. Johnston will be responsible for all aspects of North America and export sales for the company's year-round Mexican avocado supply, though his focus will be on the development of retail, wholesale and foodservice customer relationships as the company's 52-week supply of conventional and organic Mexican avocados grows in volume along with consumer demand. Johnston brings over 25 years of fresh produce experience domestically and international to the growing CDA team. Most recently serving as the

Steven Muro, president and founder of Fusion, will share his expertise and industry knowledge during a live webinar from the Hass Avocado Board on Thursday, July 29. The webinar will share insights about the dynamic super avocado shopper and how retailers can reach this influential target to drive sales of Hass avocados. “This webinar is important for retailers and industry leaders to learn key insights into this targeted shopper profile,” said Muro. “Details of the impact of the ‘super’ avocado shopper and the shift in shopper purchasing trends over the last four years will also be

The same year that Avocados From Mexico made the list of the 50 Most Innovative Companies, the trailblazing organization seeks to strengthen from within. With the strategic promotion of two of its executives, the company prepares for a transformative future driven by high-performing innovation. AFM isn't just changing the way people consider and consume avocados. It embodies a performance mindset, rooted in innovation and diversity, as a workplace. With just 34 employees — and 60 percent of them women — the organization now also has a gender balanced leadership team, an accomplishment that's

Mering, a company of The Shipyard, launched a new round of its “California Grown” campaign. Three highly stylized, comedic “ portrait” spots will launch online — one each for each of California’s leafy greens, avocados and olive oil. Each humorous vignette celebrates the joy and quirky obsessions of those who eat and cook with the items. The work was shot by highly acclaimed comedy director Mike Bernstein. “Our ‘Grown to be Great’ campaign uses humor, hyperbole, and a fresh bold look to both champion our commodities and playfully demonstrate just how obsessed some people can get about their

The World Avocado Organization and the historic San Diego Yacht Club will host the second edition of the World Avocado Cup Regatta July 31-Aug. 1. The regatta is co-sponsored by the Peruvian Avocado Commission and the California Avocado Commission. The world’s favorite superfood will once again fuel the two-day, world-class regatta in San Diego’s famous bay. Twelve sailboats festooned with sails and spinnakers honoring each avocado-producing country will compete for the sterling silver World Avocado Cup trophy. The Avocados from Peru boat hopes to defend its title won in the first Avocado

With Mexico’s avocado volume declining as it nears the end of its 2020/21 season, the avocado market has strengthened as much as $10 per carton since July 1 with the most favored conventional fruit again selling for $40 per carton or more. “The market is good; it has finally turned around,” said Rob Wedin, executive vice president of sales for Calavo Growers Inc., based in Santa Paula, CA. He said a significant portion of the May/June time frame saw lower markets than many growers on both sides of the border were expecting. “We were forecasting that July and August would be more favorable and