"To maximize grower returns by maintaining premium brand positioning for California avocados and improving grower sustainability."
- California Avocado Commission Mission Statement
A Message from the President, Tom Bellamore
The California Avocado industry continues to face unprecedented challenges, both internally and externally. With more change ahead of us, and events occurring at a quickening pace, it is imperative the California Avocado Commission be proficient and agile in the execution of its programs. That is particularly true for our marketing efforts — those foundation activities that enable us to fulfill our mission and maintain consumer confidence in California Avocados.
To ensure we deliver the highest return possible on the assessment dollars growers invest, we must renew our focus on building the California brand and operate with higher efficiency and lower cost. Together with Jan DeLyser, Vice President of Marketing, I stand committed to providing continuity and a high level of performance, as do all Commission staff members. Our emphasis on advancing the "Hand Grown in California" campaign, which showcases California's 6,000 avocado growers and the artisan care that goes into producing California Avocados, will continue.
At the same time, every aspect of the Commission's administration will be under scrutiny, with an eye toward reducing overhead. The CAC that emerges from this comprehensive process will be leaner, more nimble and solidly on task.