California celebrates the holiday season with "first pick" of 1996 avocado crop; California's avocado growers "deck the halls" with avocados at "first pick" events in San Diego and Ventura Counties.

SAN DIEGO--(BUSINESS WIRE)--Dec. 20, 1995--California avocado growers throughout the state Wednesday rang in the holiday season, California style, with the "first pick" of the 1996 California avocado crop.

Celebrations took place in the two top avocado-producing regions in the state -- San Diego and Ventura Counties.

California's "first pick" kicks off the 1996 avocado flow which represents 95 percent of the nation's avocado crop. Although California avocados are harvested in 60,000 acres between San Luis Obispo and the San Diego border in Southern and Central California, San Diego County is the heart of the California growing region.

The area is expected to produce nearly 40 percent of all California avocados this year. Ventura County is expected to produce almost 25 percent.

California avocado growers celebrated the beginning of the 1996 crop by picking the first of the season's 48s -- the most popular size of Haas avocado on the market -- at Walker Vice Nursery at 10 a.m. The most popular variety, Haas comprises an estimated 85 percent of the state's avocado crop volume.

"`First Pick' symbolizes our excitement and anticipation of a strong avocado harvest and adds an extra note of festivity to our celebration of the holiday season," said Alva Snider, newly elected chairman of the board of directors for the California Avocado Commission. "While the avocado might not be the traditional symbol of the holidays to many, to us, the season just wouldn't be the same without it."

Although the 1996 crop season officially started on Nov. 1, growers do not typically begin picking the Haas variety until early-to-mid December. The California Avocado Commission expects the 1996 season to yield another moderate-sized crop.

Ripe with nutrition, California avocados are flavorful, versatile and easy to prepare. Consumers can select ripe, ready-to-eat fruit to enjoy immediately, or stock up on unripened fruit to serve in a few days time.

Ripe, ready-to-eat California avocados will yield to gentle palm pressure and can be used at once or stored in the refrigerator for a few days. Unripened fruit will be hard to the touch. To ripen a California avocado, simply place the fruit in an ordinary paper bag and store at room temperature until ready to use (usually two to five days). Including an apple or banana in the bag will accelerate the process even more.

Based in Santa Ana, Calif., the California Avocado Commission was founded in 1961 to conduct market-development activities on behalf of the state's 6,000 avocado growers.

CONTACT: California Avocado Media Bureau

Erica Amestoy, 714/752-1106

John Gabaldon, 213/966-5733