California avocado green.

The California Avocado Commission in Irvine introduced a new "Hand Grown in California" logo and a campaign that touts the benefits of California avocados through the stories of real growers. According to the association, 54% of avocado buyers feel it is important that the avocados they buy are grown in the United States. "That statistic is important, but the fact that it represents a 25% increase from the prior year shows a significant change in the consumer mindset," says Jan DeLyser, vice president of marketing at the CAC. Ads will feature pictures and interviews with real growers, not actors, and will include the new logo. CAC plans to focus its marketing efforts from April to September, when California avocados are at their peak. www.CaliforniaAvocado.com/retail.