2021 CAC Annual Report

CALIFORNIA AVOCADO COMMISSION 2021 ANNUAL REPORT

TABLE OF CONTENTS CHAIRMAN’S LETTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 PRESIDENT’S LETTER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 BOARD OF DIRECTORS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 AUDITED FINANCIAL STATEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Independent Auditor’s Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Management’s Discussion and Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Basic Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Supplementary Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 INDUSTRY STATISTICAL DATA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

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On the covers: Gordon Kimball, Kimball Ranches - El Hogar

CHAIRMAN’S LETTER

F

iscal year 2020-21 was a year of adjusted expectations. A June heat wave, a far-reaching drought and strong winds resulted in a 257 million pound crop that was smaller — both in volume and size structure — than originally projected. And the pandemic, which we hoped would recede, continued to strain our operations. But throughout, I have remained bullish about our future. Not simply because as a grower I have weathered plenty of difficult seasons, but because my years with the California Avocado Commission have demonstrated that our staff, marketing team, board and growers make every effort to ensure our industry thrives, no matter the challenges. At the micro level consider this year’s smallersized, lower volume crop. By increasing the frequency of crop survey data and refining the tools we use to gather that information, we have enabled our marketing team to be better positioned to customize and time promotions to complement fruit size and harvest volume. At the macro level, we have dedicated years of hard work to establishing our premium brand, improving the use of data for everything from research to marketing, and developing partnerships to strengthen our advocacy efforts. With a safety net as robust as this, our industry is — and will continue to be — capable of making nimble adjustments to revised

expectations.

I’m also bullish about our future because this year the statewide grower referendum, which represented the first vote since the Commission exempted smaller growers, approved the continued operation of the Commission for the next five years. The referendum, which passed with overwhelming support (75%), will ensure we can continue efforts to refine our industry and constructively solve problems.

Just as we adapted our crop survey tools to provide us with more accurate data to fuel our marketing decisions, we will continue to search for the next big challenge on the horizon so we can adapt our production research and industry affairs programs and proactively address issues before they spiral out of control. Further, we will continue to develop robust programs to help growers improve on-farm practices that drive higher productivity and profitability.

Rob Grether Chairman

With GEM avocado acreage increasing in California groves and the fruit a popular discussion point with retailers, the Commission added the fruit to its popular avocado variety browser and GEM assets to its online pressroom.

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help protect the environment during wildfires, contribute to local economies and improve surrounding communities by reducing urban sprawl. We also shared the challenges our growers face and advocated for recognizing and incentivizing growers’ existing contriData from the Commission’s grower profitability study indicated that while irrigation costs remain significant, other butions to a healthy major cost factors play a critical role in the profitability of an operation. climate. As a result, the Commission was invited to work with Rivas on an avoThis year, the Commission conducted a study to collect concrete data on cado pilot program to preserve and expand the profitability of the California avocado industry and the operating characthe ecosystem benefits of avocado grove teristics of our diverse avocado enterprises. We are grateful to the growers who practices, and Jason Mraz was provided participated in the State-of-the-Industry survey and provided us with 2018-20 the opportunity to testify at an Assembly production, crop value, gross income, total expenses, water source and irrigainformational meeting on Environmental tion cost data, as well as their feedback concerning the most serious threats to Farming as our industry ambassador. their profitability. Ultimately, their active participation provided the CommisWith an eye to protecting our insion with a more representative spectrum of profitability and a more accurate dustry, the Commission remains diligent picture of profit and loss within our industry. Data indicated that while yields about identifying potential pest infestaare declining slightly, crop values are holding steady. Respondents also reported tions caused by global avocado imports. To continued growth in revenues, but it is clear expenses are growing at a faster rate that end, the Commission submitted exand applying pressure on growers’ net margins. Findings from the survey inditensive comments to the Animal and Plant cated irrigation costs remain significant, but are not the single major cause of Health Inspection Service concerning the increasing total expenses — rather, growers indicated costs associated with labor major threat the avocado seed moth, assoand compliance play a significant role in profitability. Although the survey data ciated with Ecuadorian avocado imports, indicates many of our growers remain profitable, the pace at which operational posed to quarantine security. In addition, costs are rising is a clear call-to-action and the Commission will use the findings CAC staff met with APHIS staff in Washfrom this report to assess growers’ most pressing challenges and develop strateington, D.C. to call for mandatory surveys gies to help growers optimize their yields. of Ecuadorian production areas. As a For the past several years, the Commission has made concerted efforts to result, APHIS revised the 2018 proposed address increasing consumer and trade interest in sustainability by identifying rule to include the Commission’s recomthe California avocado industry’s sustainability practices and the hundreds of mended surveillance protocols, ensuring laws our growers must comply with. This year, the Commission launched a sussites with detected pests are prohibited tainability webpage on the CaliforniaAvocado.com consumer website showcasfrom exporting avocados to the U.S. until ing our environmentally friendly farming methods, our commitment to worker the risk has been mitigated. well-being, and the role California groves play in supporting healthy communiOn the labor front, the Commisties and economic viability. To build awareness of our sustainability practices, sion continued to advocate for access to the Commission invited Assemblyman Robert Rivas, chair of the Assembly a secure and reliable workforce by signAgriculture Committee, to visit Jason Mraz’s California avocado grove and witing a letter of support for passage of the ness first-hand our sustainable growing practices and discuss how our groves

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Farm Workforce Modernization Act and maintained its active role as a member of the Agriculture Coalition for Immigration Reform.

To support interest from California growers, the Commission expanded research and outreach efforts on the GEM variety. Favorable tree and fruit characteristics of the GEM variety — a compact tree structure well-suited to high-density planting, robust foliage that protects from sunburn and early-season, high yields of large fruit — have led it to become a popular choice with growers in recent years and is gaining attention from retailers. Given this increasing interest in GEM, the Commission established a multiyear (4-5 years) research trial to evaluate the feasibility of increasing GEM avocado grove productivity through high density planting.

The Commission also reported findings from a GEM scarring trial, which indicated that windbreaks and windscreens could be useful in minimizing fruit scarring. In response to grower questions about the variety, the Commission also shared GEM observations and recommendations from a local nursery. To address consumer interest in the variety, CAC added information on GEMs to the consumer website and online pressroom to improve search engine results and establish CAC as a go-to source for GEM information.

On the pest management front, the

Commission adopted a proactive management approach to the large avocado seed weevil by launching a three-year project designed to develop management tools in advance of the pest becoming a threat. The new study seeks to identify pheromones that attract the pest to feeding and mating sites, determine the weevil’s natural enemies and examine biological characteristics — such as flight patterns and avocado preferences — that could provide researchers with effective mitigation strategies.

The Commission also devoted significant efforts to continued research concerning avocado branch canker, which has become increasingly common. This year the Commission shared findings identifying Botryosphaeria as the primary causal agent of Avocado Branch Canker, confirmed wounds are the primary infection sites for the disease and outlined the best ABC disease management strategies when pruning. In the coming years, CAC will investigate optimal fungicides that

The Commission invited Assembly Ag Committee Chair Robert Rivas to tour Jason Mraz’s California avocado grove to learn more about how groves protect the environment and make positive impacts on local economies and communities.

Jason also testified before the Assembly Informational Hearing on Environmental Farming on behalf of the California avocado industry.

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The new California Avocado Sustainability webpage shares California avocado growers’ commitment to environmentallyfriendly farming, worker well-being, healthy communities and economic viability.

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protect from ABC during pruning.

Findings from the Commission’s State-of-the-Industry Survey indicated the biggest factor to mitigating increasing production costs is increasing California avocado yields. The Commission remains committed not only to conducting research to address potential and current challenges faced by California avocado growers, but also ensuring growers have access to information that can help them improve their yields. To that end, throughout the year CAC shared critical cultural management information via the bi-weekly GreenSheet and on the California avocado grower website including articles to help growers interpret soil/leaf/water analyses, best harvesting practices, and methods of coping with the extremes of climate change. In addition, the Commission

hosted both in-person field days and virtual seminars to address some of the most pressing topics. Growers were invited to learn about the insights gleaned from the Commission’s Pine Tree Ranch fertility program, as well as the California avocado rootstocks and GEM avocado trials being conducted at Pine Tree Ranch.

CAC collaborated with experts from New Zealand and UC-Riverside to produce an avocado nitrogen and fertility webinar, and hosted its own heat mitigation strategies session for growers.

To help growers cope with the continued pressures placed on their operations

by COVID, the Commission consistently shared information about COVID protocols and funding resources for operations impacted by the pandemic. Further, CAC gathered and shared information regarding organic certification, mandated FSMA produce training sessions, disaster assistance, and drought, water conservation and irrigation system evaluation resources.

As we move forward, I am encouraged by the opportunities ahead. As diverse as our California avocado operations are, every one of our growers is committed to growing premium fruit that represents the best this state has to offer.

And we are backed by a strong support network of expert Commission staff, dedicated board members, and committed industry partners and advocates who will help us continually pursue opportunities to improve our industry and support our vision to grow and market the most-desired avocados in the world.

PRESIDENT’S LETTER

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hroughout history, California avocado growers have been subject to the whims of Mother Nature and have had to adapt to shifts in labor and resource availability, the ebb and flow of pests and diseases, and the perpetual tides of the market. For the second year in a row, however, those variables were compounded by two additional factors.

The extremes of climate change — resulting in a lower-than-projected California avocado crop volume and smaller-sized fruit. And the uncertainties of a variable pandemic, which contributed to supply chain issues and labor shortages impacting a food service and retail industry already strained by the previous year. And yet, across the board we secured higher average lug prices for all sizes as compared to last year, procured a respectable average $1.14 in-season selling price, reported a continued increase in usage and sales of bagged avocados that helped move a smaller-sized crop, and ran successful promotions with 13 foodservice chains and 11 retail partners.

I have long touted the importance of the California avocado industry’s ability to pull together — to face challenges as a diverse, but united-in-purpose whole.

As I look back on this tumultuous year, it is clear my faith in our core operating principle — teamwork — has never been better placed. Over the past decades we have worked relentlessly to bring together and partner with talented, dedicated, knowledgeable individuals — California Avocado Commission staff, growers, handlers, researchers, agencies — to produce, distribute and market the best fruit on the planet.

Further, we have extended those partnerships to carefully selected brand advocates, chefs, and retail/foodservice

partners who are committed to and representative of a premium brand we have so painstakingly established. Collectively, we pair promotions with availability, provide relevant and informative content that engages our consumers and empowers our trade partners, and showcase our premium fruit with unique retail/foodservice promotions that suit the needs of our partners without sacrificing our brand integrity.

The groundwork we have laid by establishing these partnerships and gathering this talent has provided us with a keen understanding of our targeted consumers and data-driven marketing strategies nimble enough to adapt to swift changes in sentiment and harvest volume — even in years such as this. The following highlights are representative of the robust partnerships, data-driven decisions and adept adjustments that remain central to our success.

Tom Bellamore President

The Commission’s Avocado Ripeness Study indicates that today consumers look to purchase avocados they can enjoy the day of purchase as well as later in the week — indicating retailers can encourage sales of the fruit by displaying avocados of varying levels of ripeness.

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The return to in-person industry events provided the Commission with opportunities to showcase unique flavor profiles by using spice pairings and California avocado concept dishes for targeted foodservice industry decision makers.

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CONSUMER MARKETING — LIGHT-HEARTED, INFORMATIVE, INSPIRATIONAL AND RELEVANT The Commission has long committed itself to gaining a better understanding of our targeted consumers and their changing needs and interests. In a year marked with equal parts hope and uncertainty as the world endeavored to adapt to a “new normal,” the Commission developed a marketing plan focused on providing both information and inspiration.

Noting consumers’ interest in health and wellness, sustainability and food safety, at-home meal preparation, and dining options that combine flavor with well-being, the Commission produced relevant and engaging content paired with uplifting imagery evoking the California lifestyle.

As a result, the Commission’s consumer marketing activity produced impressive levels of engagement, garnering more than

1 billion impressions, and achieving brand awareness of 89% in our home state.

Recognizing the light-hearted and uplifting “The best avocados have California in them” consumer campaign remained uniquely suited to this moment in time, the Commission continued the campaign and adopted fresh attributes — California colors, creativity, culture, drives, hope, kindness, sights, skies, taste, waves and wonder — representative of the California lifestyle. For year two of this award-winning campaign, the Commission partnered with 10 new artists to showcase inspirational artwork, including a custom “creativity” design in Venice, California by renowned street artist Shepard Fairey and his design team.

Data indicates video spots showcasing this campaign clearly resonated with the California avocado audience and served to differentiate our brand. The 2021 Instapanel study reported 87% of consumers who viewed the spots said they were more willing to pay a premium price and 81% indicated California avocados were different than those from other origins.

Similarly, the 2021 Spotify Nielsen Brand Effect Study indicated the ads exceeded benchmarks across the board, including ad recall, brand awareness, brand preference, favorability and purchase intent. Overall, the campaign garnered 333 million impressions.

With recent data indicating California avocado targeted consumers spend most of their time on streaming video and digital channels, the Commission increased its use of videos in both public relations and ads. The Commission built upon its strong showing last year with video ads appearing as pre-roll on foodie and trending content available on YouTube, Hulu, POPSUGAR, and Viant, and paired video with audio ads on Spotify. Overall, the video advertising program produced a noticeable uptick in engagement with 93

million impressions on digital streaming channels and 16 million views on audio platforms.

One of the clear advantages to content creation is the ability to repurpose and share that content across a variety of traditional, digital, social and streaming channels. Take, for example, CAC’s partnership with chef and health food enthusiast Oliver English who filmed three roadtrip videos preparing California avocado recipes amongst some of the state’s most stunning backdrops. In a nod to changes in lifestyle and travel brought about by the pandemic, the videos provided travelers with easy-to-prepare recipes. The videos were then shared across the Commission’s social media platforms, on content partner sites and used in pre-roll ad placements on Spotify, Hulu, YouTube and the Food Network, a channel that reported more than 25% growth in minutes watched during the pandemic era. In total, this activity garnered 3 million impressions. Similarly, the new “California Avocados — History, Growers and Culture” video, which showcased the fruit’s influence on California culture and cuisine while providing an up-close-and-personal tour of picturesque groves, was used throughout the season for public relations purposes and on digital channels including the CaliforniaAvocado. com site and CAC’s social platforms.

By partnering with trusted and respected third-party advocates, the Commission created another avenue by which we can engage, inform and entertain our targeted consumers. Our advocates are talented storytellers and photographers who demonstrate the ease and joy of preparing on-trend California avocado recipes that appeal to a variety of lifestyles, share time-saving tips and tricks, and relay easy-to-understand nutrition information.

The Commission developed recipe and content themes that paired consumers’ health, wellness and lifestyle interests with

the individual talents and specialties of our six Brand Advocates and six Living Well Brand Advocates. Themes included no/low waste meals for budget-conscious families, vegan recipes with a California coastal theme, on-trend multicooker recipes, meals that incorporate immune-boosting foods and meals families could prepare together. Advocates shared their California avocado content across their social media channels, in vlog and blog posts, and in articles and television appearances garnering 134 impressions across digital and traditional media.

With a reported 72% of consumers using social media in some form, consumer engagement on these platforms remains a critical component of the Commission’s public relations efforts. This year, CAC reported a 95% increase in Facebook impressions, a 103% increase in retweets on Twitter and a 30% increase in YouTube subscribers. Ultimately, the California avo-

Launched in March, CAC’s LinkedIn page reported a 231% follower growth rate thanks to informative posts such as this one, which showcased how the Commission helps retailers promote California avocados in-store and across digital channels.

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The Commission’s award-winning “The best avocados have California in them” campaign creative received high marks from consumers and was repurposed for consumer and trade purposes, including this Instagram post by foodservice chain partner Flame Broiler.

cado social media campaigns on Facebook, Instagram, Twitter and Pinterest delivered more than 27 million impressions, 2.6 million engagements and an additional 2.8 million impressions for social posts promoting California avocado availability at local retailers. By sharing relevant, uplifting, informative and inspirational content and imagery, the Commission’s consumer public relations campaign secured nearly 918 million impressions.

New recipes, improved accessibility Acknowledging the penchant for fresh, easy-to-prepare meals as consumers increasingly prepared meals at home two years into the pandemic, the Commission found new ways to engage with its targeted consumers and showcase California avocado meals that appeal to a variety of lifestyles. CAC launched the season with an online cooking class led by celebrity chef Brian Malarkey for local, consumer and trade media, influencers and retail contacts. Chef, cookbook author, culinary personality and CAC Board member, Daniella Malfitano, joined the online session as moderator. Armed with fresh inspiration, the participants shared their experiences and recipes with their followers across various digital channels garnering 157 million impressions.

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Welcoming California avocado fans to join us in celebration of California Avocado Month, CAC hosted a California Avocado Recipe Contest via Modern Luxury’s premium California magazines.

The winning recipe was showcased by chef and wellness influencer Nikki Martin, securing 514 million impressions. In addition, CAC hosted a local drive-in event for consumers, media and influencers featuring a California classic movie, Angels in the Outfield, and recipe cards developed by chef E Dubble of the Los Angeles-based Fraiche food truck garnering an additional 76 million impressions.

To make it easier for consumers to find fresh inspiration for at-home meals featuring California avocados, the Commission continued efforts to optimize CaliforniaAvocado.com content and functionality, reaching its primary goal of being ranked first among its competition for site speed on mobile. Further, the recipe section was redesigned so consumers could easily view it on mobile devices, create shopping lists and select recipes based on meal occasions and lifestyle preferences.

In addition, 91 new recipes ranging from sandwiches/burgers/wraps, salads and soups to side dishes, salads, beverages and breakfast options were added to the number one most-visited portion of the consumer website, the recipe section.

More options for fans to share their love for California avocados Having developed a robust social media presence that has established the Commission as a trusted source for “all things avocado” and having expanded that sphere of influence with respected brand advocates, we also were presented with the opportunity to bring consumers into the brand-advocate fold with California avocado-branded merchandise. Launched at the end of 2020, the ShopCaliforniaAvocado.com merchandise shop continues

to grow in popularity. To that end, this fall we introduced new California avocado merchandise options just in time for holiday shopping. The new items featured “The best avocados have California in them” thematic on posters, beach towels, mugs, aprons and t-shirts, while new novelty items included an avo head perfect for sporting and outdoor events and a pit pillow for expectant mothers. Current revenues have offset delivery costs and average orders now value nearly $90.

TRADE MARKETING — INSPIRATION AND INFORMATION BUILD DEMAND Having weathered the challenges of 2020, year two of the pandemic placed additional stressors on retailers and foodservice operators in 2021 with an increase in supply chain issues and rising concerns about labor shortages. Recognizing the burdens faced by current and potential trade partners, the Commission relied on two of its greatest strengths: data and collaborative creativity, as the tools by which it could help partners drive demand without placing undue stress on partners’ operations.

To broaden awareness of the Commission’s role as an industry leader, trusted resource and valuable partner, CAC utilized informative trade PR campaigns, advertising and a newly established presence on LinkedIn to demonstrate the value of California avocados and the services of the Commission. By sharing content on LinkedIn illustrating key activities, promotions and programs available to retailers and foodservice operations that partner with the Commission, CAC improved engagement with industry members while building brand awareness, loyalty and sales of California avocados. One of CAC’s posts, which shared a video demonstrating how CAC assists retail teams, garnered

78,000 impressions. In addition, CAC’s posts were routinely tagged by trade press, industry blogs, podcasts, executive chefs, industry professionals and avocado packers and handlers, expanding our sphere of influence and awareness. This business-tobusiness social presence was complemented by trade PR showcasing CAC news, California avocado availability, and key brand messages, advertising and programs.

Combined trade PR and advertising yielded nearly 50 million impressions.

Data from the State of the Avocado Category report indicated CAC’s tieredmarketing approach, which aligns customized marketing support with distribution, remains a powerful means of driving sales at the retail level. From 2017-20, the California avocado season averaged more than $5.2 million more sales per week than the non-California season and that gap is widening. The Commission’s focus on California markets is also validated by the data, which indicates California sales velocity and the average retail price of organic and conventional avocados is consistently higher than the rest of the nation. Further, a California Promotional Retail Study reported a 39% greater weekly average in dollar sales during a California avocado feature week versus a nonCalifornia avocado feature week and that dollar sales increased at a faster rate (23%) as compared to other avocados (16%).

The Commission found unique ways of engaging with consumers during the pandemic, including a familyfriendly drive-in event that celebrated California avocados with the Southern California classic Angels in the Outfield and secured 76 million impressions.

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Figures like this are an important means of demonstrating to current and future retail partners the value of California avocados and to encourage retailer support that will build demand for the fruit.

Further, our continued efforts to gain insight into shoppers’ preferences and the role those preferences play in determining their avocado purchase decisions play a critical role in helping our retail partners successfully engage with consumers and build demand for California avocados. For example, the qualitative Avocado Ripeness Study conducted this year not only gleaned key changes in California consumers’ avocado purchasing behaviors it also provided critical insights for best merchandising practices.

Clearly, our data-driven approach is working. Across the board, CAC’s retailer partners reported promotional gains. For example, PCC Community Markets hosted a virtual cooking class and posted social media videos that garnered 4.2 million views. PCC Community Markets’ bagged avocado promotion resulted in a 70% lift in sales. Natural Grocers hosted a first-

time Father’s Day Meal Deal promotion for organic avocados that led to a 21% lift in sales over the previous year. And a CAC-sponsored sales contest at Albertsons/Vons/Pavilions led to more than $2.5 million in sales and a 3.75% increase in bagged avocado sales. By providing retailer partners with data-backed strategies and CAC-branded materials and inspirational promotional ideas that go beyond advertising, we have been able to build demand for our fruit.

To broaden awareness of the Commission’s expertise and resources in the foodservice sector, CAC hosted virtual and on-site sessions demonstrating how to build unique flavors with California avocados. Later in the season, CAC created the California Avocado Academy series consisting of 18 videos created by Chef Jason Hernandez focused on California style, cuisine, seasonal availability and tips and techniques. In addition, CAC launched an enewsletter promoting resources available to chain partners that reported an aboveaverage open and click-through rate. CAC staff attended two virtual and six in-person

In light of the pandemic, consumers showed even greater interest in health and well-being and sought recipes they could easily prepare at home. To meet those needs, the Commission partnered with Living Well Brand Advocates like Culinary Dietitian Wendy Jo Peterson, MS, RDN, who flexed her culinary creativity by creating recipes that could be prepared in popular multicooker appliances.

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The Commission continued to use uplifting and positive messaging paired with imagery emblematic of the California lifestyle in its “The best avocados have California in them” creative to uplift consumers.

The newly improved recipe section added 91 new recipes in 2021 along with appealing imagery and makes it easier for visitors to find similar recipes of interest to them.

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industry events, including the Virtual Flavor Experience — where the Commission earned the highest score for best demo session — and the World of Flavor where CAC staff demonstrated the halo value of avocados on the menu and, keeping in mind COVID protocols, showcased unique to-go delivery meal ideas. The Commission also hosted both onsite and virtual menu ideation sessions, presenting concepts based on a chain’s unique menu strategy and operational setup. As a result, CAC secured 13 foodservice chain promotions that ranged from new California avocado menu items to old favorites.

On the global front, we expanded our brand presence in both Korea and China.

In Korea, celebrity food stylist Bouen Lee hosted a virtual cooking class, celebrity chef Young Bin Kim led an in-person cooking class, 16 mothers-and-food influencers shared recipes with their followers and instore demos were held in 109 South Korean stores. In China, CAC continued efforts to broaden awareness of California avocados with consumer education, a new social media account on Redbook, engaged a celebrity chef to feature the fruit in Chinese cuisine and partnered with influencers focused on cooking, healthy living, fitness and parenting.

Ultimately, it is the commitment of people across this industry that ensures we can adapt to unprecedented challenges and still produce a fruit that lives up to our brand promise, fetches a premium price, satisfies our targeted consumers and sustains an industry committed to quality. If we take away anything from the unprecedented challenges we have faced this past year it is this: our most important asset remains our people. We must continue to work together as a cohesive, focused whole to advance the California Avocados brand — do our research, make informed decisions, time it right and take bold initiatives to ride the shifting winds of the weather, the world and the market.

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2020-21 Board of Directors District 1 Member/Jessica Hunter-Secretary Member/ Ryan Rochefort-Vice Chairman Alternate/Michael Perricone

District 2 Member/John Cornell Member/Ohannes Karaoghlanian Alternate/Charley Wolk

District 3 Member/John Lloyd-Butler Member/Robert Grether-Chairman Alternate/Maureen Cottingham

District 4 Member/Rachael Laenen Member/Jason Cole-Treasurer Alternate/Doug O’Hara

District 5 Member/Andrew Prechtl Member/Randy Douglas Alternate/Daryn Miller

Handlers Member/Gary Caloroso Member/Peter Shore Alternate/Connor Huser

Public Member Daniella Malfitano

To contact a CAC representative, please visit: CaliforniaAvocadoGrowers.com/Commission/your-representatives

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Macias Gini & O’Connell LLP 111 Pacifica, Suite 300 Irvine, CA 92618

www.mgocpa.com

Macias Gini & O’Connell LLP 111 Pacifica, Suite 300 Irvine, CA 92618

www.mgocpa.com

2021 Annual Report

17

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Macias Gini & O’Connell LLP 111 Pacifica, Suite 300 Irvine, CA 92618

www.mgocpa.com

Macias Gini & O’Connell LLP 111 Pacifica, Suite 300 Irvine, CA 92618

www.mgocpa.com

2021 Annual Report

45

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California Avocado Commission

Industry Statistical Data

2021 Annual Report

47

2021 ANNUAL REPORT California Avocado Commission 12 Mauchly, Suite L Irvine, CA 92618 949.341.1955 CaliforniaAvocadoGrowers.com CaliforniaAvocado.com Shop.CaliforniaAvocado.com

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