Avocados on an Upswing

The California Avocado Commission (CAC), based in Irvine, Calif., is looking forward to a substantially larger crop this coming season. Its pre-season projection is about 400 million pounds, twice the size of last year.

The CAC is also celebrating a heart-healthy endorsement of avocados by the American Heart Association. In addition, the Dallas-based association has certified avocado-based recipes from the commission.

“Recipes are more important than they used to be,” said Marji Morrow, CAC’s director of strategic marketing. “Social media loves recipes, and creating new uses and ideas expand consumption.”