California Avocado Commission History

By the end of this module you will have an understanding of the California Avocado Commission’s (CAC) history, organizational structure, Vision and Mission.

By the end of this module you will have an understanding of the California Avocado Commission’s (CAC) history, organizational structure, Vision and Mission.

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 4,000 avocado growers. The California Avocado Commission serves as the official information source for California Avocados and the California Avocado industry.

Key points:

  • Created in 1978
  • Quasi-state agency
  • Funded through mandatory assessment imposed at first point-of-sale (handler) on all avocados grown in California and sold commercially
  • State assessment accounts for roughly 50% of CAC revenue
  • Balance of revenue comes from federal assessment through the Hass Avocado Board (HAB)
  • Fiscal Year:  November 1 – October 31
  • Operates with oversight from the California Department of Food and Agriculture
  • Expenditures funded with HAB assessments operate with oversight from United States Department of Agriculture

CAC Organizational Structure:

Board of Directors:

  • 15 members: 10 producers (two per district); 4 handlers; 1 public member
  • 7 alternates: 5 producers; 2 handlers

Five Districts: Each representing approximately 20% of total statewide avocado production

Quick question....how many CAC Board Members are there?

  • 4
  • 10
  • 14
  • 15

Match the Board position with the Officer's name.

  • CAC Board Chairman
    Rick Shade
  • CAC Board Vice Chairman
    Kellen Newhouse
  • CAC Board Treasurer
    Art Bliss
  • CAC Board Secretary
    Jason Cole

CAC Vision and Mission Statement

CAC Vision 2025:

To be recognized as the most-desired avocado in the world by fostering a vibrant industry


CAC Mission:

To maximize grower returns by enhancing premium brand positioning for California Avocados and improving grower sustainability

What is CAC’s Vision 2025 Statement? (It must be exact, and without a period at the end)

  

What is the California Avocado Commission’s Mission Statement? (It must be exact, and without a period at the end)

The California Avocado Industry:

  • Approximately 4,000 California Avocado Growers
  • Growing on approximately 4,000 California Avocado Growers
    52,000 acres
  • 96% Hass; 3% Lamb Hass; 1% other varieties (Fuerte, Zutano, Pinkerton, Gwen, Gem, Reed, Bacon)
  • The correct pronunciation of Hass = rhymes with “class”
  • Five-year average yield is approximately 7,000 pounds per acre
  • Five-year average crop size is 388 million pounds
  • Crop is alternate bearing with variances from 200 million to 500 million pounds between “off” and “on” crop years
  • California is the HIGH-COST PRODUCER worldwide, predominantly because of the cost of water

Quick question....there are approximately how many California Avocado Growers?

  • 7,200
  • 51,000
  • 4,000
  • 3,500

What variety of avocados make up 96% of what is grown in California?

  • Fuerte
  • Reed
  • Hass
  • Bacon
  • Haas
  • All of the above

How is “Hass” pronounced?

  • Rhymes with “class”
  • Like “Hoss” Cartwright in Bonanza
  • Like “Las” in “Las Vegas”
  • None of the above

Statewide Distribution of Avocado Acreage

Which two counties make up the bulk of the California Avocado acreage?

  • San Luis Obispo
  • Riverside
  • San Diego
  • Santa Barbara
  • Ventura

12 Major Packers of avocados:

California AMRIC* Handlers

Each packer handles imported avocados as well as California Avocados.

* Avocado Marketing Research Information Center (AMRIC) Handlers are defined as handlers who handled a minimum of one percent (1%) of the previous years’ total California crop volume.

California Avocado Commission Organization Chart

Please match the following names with their titles from the Administration department:

  • Kathlyn Ho
    Accounting Clerk (Accounts Payable)
  • Cristina Wede
    Office Manager
  • Monica Arnett
    Director of Finance & Administration
  • Stacia Kierulff
    Administrative Assistant/HR

Please match the following names with their titles from the Industry Affairs Department:

  • Ken Melban
    Vice President of Industry Affairs
  • Tim Spann
    Research Program Director
  • April Aymami
    Industry Affairs Director

California Avocado Commission Merchandising Retail Coverage

Please match the following names with their areas of responsibility:

  • David Cruz
    Retail & Foodservice Support
  • Connie Stukenberg
    Southwest/California/Nevada/Arizona/New Mexico/Idaho
  • David Anderson
    Texas/Midwest/Southeast
  • Angela Fraser
    Consumer Marketing
  • Zachary Benedict
    Online & Social Media
  • Cece Krumrine
    Northeast
  • Carolyn Becker
    Northwest/Colorado/Utah

Please click the area of the map that Cece Krumrine covers

Please click the area of the map that Connie Stukenberg covers

Please click the area of the map that David Anderson covers

Please click the area of the map that Carolyn Becker covers

Marketing Committee (MC)

The MC is made up of 14 members with board, grower and Handler representation. Bob Lucy from Del Rey Avocado Co., Inc. is the Chairman and the Committee is appointed by the Board. Robb Bertels from Mission Produce is the Vice Chairman. Jan DeLyser (CAC Vice President Marketing) works closely with Bob and Robb and meetings are set periodically throughout the year to discuss marketing initiatives and timing of media and promotions during the season.

Here is a list of the Committee members:

  1. Bob Lucy – Del Rey Avocado (Handler)
  2. Mike Angelo – Westfalia Fruit Americas (Handler)
  3. Scott Bauwens – Simpatica (Grower)
  4. Robb Bertels – Mission Produce (Handler & Board Member)
  5. Gary Caloroso – Giumarra Companies (Handler & Board Alternate)
  6. Phil Henry – Henry Avocado (Handler)
  7. Jessica Hunter – Board Member (Grower)
  8. Andy Lyall (Grower)
  9. Ed McFadden – Board Member (Grower)
  10. Doug Meyer – West Pak (Handler)
  11. Peter Shore – Calavo (Handler)
  12. Jim Swoboda – Board Member (Grower)
  13. Steve Taft – Eco Farms (Handler)
  14. Dana Thomas – Index Fresh (Handler)

Please match the following Marketing Committee members with the handler they represent:

  • Bob Lucy
    Del Rey Avocado
  • Gary Caloroso
    Giumarra
  • Phil Henry
    Henry Avocado
  • Doug Meyer
    West Pak Avocado
  • Steve Taft
    Eco Farms
  • Dana Thomas
    Index Fresh
  • Robb Bertels
    Mission Produce