Wildfire Cuts California Avocado Season Short

As the largest wildfire in California history continues to blaze, avocado production in the Golden State this year will fall short of earlier of projections, according to the California Avocado Commission (CAC).

CAC’s marketing committee estimates this year’s harvest will be about 300 million pounds—lower than previous estimates of 350 million pounds—with availability continuing through the month of August.

“We had originally projected that volume would continue strong through Labor Day,” said Jan DeLyser, VP of marketing for the California Avocado Commission, in a statement. “However, excellent demand as well as a reduction of the original crop estimate has created a quicker end to the season.”

Hot temperatures, low humidity and high winds have contributed to rampant wildfires in California this summer, including the largest wildfire in California history, the Mendocino Complex, which is composed of two fires: the River Fire and the Ranch Fire. While the River Fire northeast of the community of Hopland is now 100% contained, the larger Ranch Fire in Lake County and Mendocino County as of Wednesday morning had consumed 314,925 acres and was 64% contained, according to the LA Times.

The Ranch Fire has destroyed nearly 150 homes so far and took one firefighter’s life, as well as hindered California crop production, although it has not directly impacted the avocado growing area. Damage from the Thomas Fire that engulfed Southern California in late 2017 limited production for this year's avocado season, which kicked off in April, and growers have been battling unusually hot temperatures and smaller wildfires throughout the summer.

Related:California Avocado Commission Preps Retailers for Summer

Despite this, the forecast for this year’s California avocado harvest remains strong compared to the year prior.  

“All of the weather-related challenges California avocado growers have endured this season, the revised crop forecast is still nearly 40% higher than last year, and we’re committed to providing customers with the support they need,” said DeLyser.

To help drive avocado sales this summer, CAC channeled consumers’ love for music with its latest marketing initiative, the California Avocado Summer Soundtrack—a California-inspired playlist available via Spotify. The organization also worked with chef Phillip Frankland Lee of Scratch Restaurants and several local food and lifestyle tastemakers to create recipes inspired by the California music scene for a digital California avocado cookbook, available via CAC’s blog.

CAC in March also launched a new advertising campaign, Made of California, designed to be flexible and customizable to support participating retailers with print, outdoor and in-store radio with digital and audio advertising, online content and social media. The campaign will continue through August.