AVOCADO PRODUCERS ASKING 'GOT GUAC?'.

Byline: Evan Pondel Staff Writer

California sunshine isn't a big enough spotlight for avocado growers.

Attempting to generate some positive noise about the muted green fruit, avocado growers will vote this summer on whether to tax themselves, which could garner up to $14 million for promotions.

Growers say the right national campaign can do for avocados what ``Got milk?'' did for the dairy industry. And if the tax is approved, it would establish a mandatory fee of around 2 cents per pound to fund the campaign.

``I would support any tax on avocados that the commission stands for,'' said Craig Underwood, who farms 10 acres of avocados in Somis, in Ventura County.

The California Avocado Commission and grower groups are involved in a variety of promotional campaigns to stoke avocado sales. The avocado tax will not only bolster the commission's efforts, it will broaden the federal government's involvement.

Underwood said even though the pear-shape fruit is already in high demand, the campaign would probably drive sales a lot higher.

``But I'm not totally concerned about avocados because it's just one segment of my business,'' he said.

Not so for most of the 6,000 growers and importers who will be eligible to vote for the tax between June 14 and July 12. If the measure passes, the U.S. Department of Agriculture would assemble a national board to set policy for the research and promotional effort.

California growers produce 90 percent of the nation's avocado crop. Although the California Avocado Commission and grower groups have long been involved in a variety of promotional campaigns, the federal program seeks to broaden those efforts.

Far from the nearest billboard, tucked away in eastern Ventura County, the hearty stocks of young avocado trees will soon be shipped to ranchers around the world. These prospective fruit bearers belong to Brokaw's Nursery - home to a sea of avocado trees that stretch out across 40 acres of land. Shelley Berg, the export manager at Brokaw's Nursery, said demand for her trees has grown quite a bit in recent years. This year she has a crop of around 200,000 that the nursery will eventually sell to ranchers for $12 to $22 a tree.

``Demand remains high because people simply like the fruit,'' Berg said. ``I must say they are really tasty even though they are high in calories.''

While most people who have ever tasted fresh guacamole or sliced a few fresh avocado wedges know the fruit's delectable attributes, the commission still attempts to spread the word.

The commission has extensive sections on its Web site devoted to guacamole recipes. Some include traditional ingredients such as onions and garlic, while others incorporate tropical fruit and coconut.

In addition to luring consumers to the green gems, the commission's 2002 ad campaign targets food service operators, emphasizing California as the best source for avocados. Three ads scheduled to rotate in food service magazines fall under the titles ``Splash,'' ``Style'' and ``Roll.''

The commission has yet to release any information about promotions for the prospective campaign.

The Associated Press contributed to this report.