CAC Product Information, Recipes & Recipe Photo Guidelines

At the end of this module you will understand the guidelines that should be followed when developing CAC recipes and CAC recipe photos.

At the end of this module you will understand the guidelines that should be followed when developing CAC recipes and CAC recipe photos.

California Avocado Single Serving Size

  • 1/3 Medium Avocado (50 mg)
  • Slices: 4 thin slices
  • Mashed: 3 tablespoons

Product Specs

  • Product Reference:  “Fresh California Avocados”
  • California "Label" – Sticker that identifies the origin of California Avocados

  • Product Logo –  "California Avocado" logo shown below

Recipe Specs

  • CAC Standard Consumer Serving Recipe Size:
    • 4 servings for most recipes
    • 8 servings for recipes designed for groups such as appetizers, soup, chili, etc.
    • 1 or 2 for sandwiches and snacks
  • Exceptions to the standard serving size may be made if the recipe concept requires it (Example: guacamole in a specified serving dish)
  • When used in recipes, our product should be listed as “ripe, Fresh California Avocado(s)”
  • A 1/4 avocado per serving minimum is our preferred recipe avocado serving size
  • For fried recipes, measure oil after frying to determine oil absorption level which affects the nutrition data
  • If a recipe includes a sauce and you only use a portion of the sauce, call out the exact amount that is used so the total is not included in the nutrition analysis

All recipes should include the following footnotes:

  • Large avocados are recommended for this/these recipe(s). A large avocado averages about 8 ounces. If using smaller or larger size avocados adjust the quantity accordingly.
  • As with all fruits and vegetables, wash avocados before cutting. Check out our tips for how to choose and use California Avocados.

Follow the CAC Recipe Guidelines & Recipe Template.

(CAC Recipe Guidelines.  Click the link above to view the entire document.)

(CAC Recipe Template example.  Click the link above to review the entire template.)

 

Recipe Cautions/Nutrients to Be Aware of

  • Where possible, we want to stay well under the Dietary Guidelines for sodium, fat (especially saturated fat) and cholesterol. When you develop recipes, pay attention to the added salt as well as ingredients which contain salt; i.e., bread, butter, soups, sauces, etc. When using salt, consider using sea salt or kosher salt over table salt. For comparison:

 

Sea Salt

Kosher Salt

Table Salt

1/8th Teaspoon

220 mg

241.080 mg

290.685 mg

 

  • Based on the 2015-2020 Dietary Guidelines, we also need to be careful with the use of added/processed sugars. Consider use of alternate natural sweeteners such as maple syrup, raw honey, molasses, dates or date sugar, and agave

Photography - General Look and Feel

Our food should always feel colorful, natural and appealing.

Camera Angles

  • Straight on shots are acceptable, but also try an overhead option so the plates become graphic objects like circles or squares (see examples below)

Lighting

  • Keep things natural and casual. More editorial, not overly lit or produced. Use natural light or what appears to be natural light

Surfaces & Colors

  • Think cheerful environments and premium materials like light, beautiful wood with plenty of character, textured stone or solid, on-brand colors.For photo shoots with multiple shots aim for a variety of surfaces

CALIFORNIA AVOCADO COMMISSION MADE OF CALIFORNIA CAMPAIGN COLORS

Photography - General Look and Feel (Continued)

Cropping

  • Capture entire shapes of plates and dishes with some extra space in a master shot that can be cropped vertically or horizontally. Have fun with creative cropping and close-ups

Photography - Special Considerations

Made of California

  • Use plates, surfaces and props that evoke thoughts of California. Avoid the look of traditional Mexican cuisine to differentiate from other avocados

American Summer Holidays

  • Sprinkle in tasteful patriotic props where appropriate in a natural, simple way. Images should not be overtly “flag-wavy”

Shooting Avocados

  • Whole fruit usually should include the California Label – CAC will provide labels
  • Cut avocado should show smooth, yellow-green flesh with thin dark-green flesh layer. If the avocado seed is included, avoid overly large seeds and/or seeds that are separated from the flesh
  • Avocado slices should show both the creamy yellow-green color of the inner fruit and the darker green fruit next to the peel
  • Avocado pieces should be blemish free/have no visual defects such as discolorations, oxidation, nicks, striations (linear marks, ridges or groves), strings/germination, etcetera

California Avocado Specifications for Photography

Ordering California Avocados

  • Avocados used in photography should all be fresh California Hass Avocados.  California fruit must be used and CAC will provide fruit for photo shoots and media events
  • Day of shoot fruit will need to be Stage 3 (breaking) to Stage 4 (firm ripe) fruit as it is harder to get uniform slices if the fruit is very ripe – See Stages of Ripe Guide. This may require ordering Stage 2 (pre-conditioned) to Stage 4 fruit.

 

Tips for Food Stylists

  • Wash all fruit before use
  • For slices, cut the avocado slices and then peel away the skin for best appearance
  • You can hold avocado slices in a bath of citrus vodka to delay oxidation (this usually works better than lemon or lime juice). An alternate option is a bath with a solution of Fruit Fresh and water
  • Guacamole or avocado chunks should be photographed immediately after preparation. You should add Fruit Fresh to the recipe preparation and spray or soak the avocado chunks in citrus vodka before using
  • *Food that will be tasted should not include the above additives
  • Avocados should be hero
  • Avocados should be used generously throughout the shot so they are recognizable. In addition to inclusion in the main dish, sliced, diced or whole avocados may be used as extras for garnish/additional props
  • In the instances where you can’t see avocado in the dish (such as a smoothie), include an avocado third, half or whole in back/foreground
  • Whole avocados should be shown with very dark green skin (not black skin), button intact and no blemishes
  • Avocado halves, thirds and pieces should show smooth, yellow-green flesh with thin dark-green flesh next to peel and no blemishes or irregularities. Seed (pit), if shown, should not be too large, should be shiny (but not glossy) medium brown with no sign of germination or cracking and no separation between the seed and the flesh
  • Clean up all avocado blemishes before sending photos to CAC for review

Photography Examples

Note for Photographers

  • If CAC is not at the photo shoot, high-resolution images should be provided to CAC via email for approval prior to photo finalization

Photography Delivery

  • Photos should be delivered to CAC via CAC’s Dropbox (or another sharable website)
  • Photos should be placed in a folder by photo shoot name and that folder should be saved in the Dropbox “Recipe & Recipe Photos/Temporary Pending Approval” folder until finalized and approved. Once approved, that folder should be moved into the “Recipes & Recipe Photos/Consumer Recipes (Photos)/Consumer Photos by Photo Shoot” and copies of the individual photos should be copied into the “Recipes & Recipe Photos/Consumer Recipes Photos/Consumer Photos/All Consumer Recipe Photos”

Is it OK to use ½ avocado per recipe serving?

  • Yes
  • No

Can you develop a recipe that serves 5 or 7?

  • Yes
  • No

Which of the answers below is the correct way to call out our product?

  • California Avocado
  • ripe California Avocado
  • FRESH California Avocado
  • ripe, Fresh California Avocado

Should you put a California Label on all whole fruit used in a photograph?

  • Yes
  • No

If the food stylist cuts a piece of fruit on the set and it has dark spots in it, can you use it and let the photographer remove the spots?

  • Yes
  • No

You have seen a lot of CAC photography with the dark wood finishes, is that what should be used?

  • Yes
  • No

Which of these are photos that CAC needs? (Select all that apply)

  • Fully propped image – Vertical
  • Fully propped image – Horizontal
  • Plated dish only – Close-up with NO props
  • Recipe Ingredients image

Does it matter where the photos are saved?

  • Yes
  • No

Contact Information:

If you have any questions, please contact Angela Fraser at [email protected] or 949-341-1955, x106.