LOS ANGELES: The California Avocado Commission (CAC) is searching for a new firm to handle its high-six-figure account.
The commission has hired Santa Monica, CA-based SelectResources International to help it with the search.
"It will be one of the significant accounts up for grabs this year," predicted SelectResources' Dan Orsborn, head of the firm's PR review division.
The CAC has been working with Southern California-based Integrated Marketing Works for 18 years, but CAC VP of marketing Jan DeLyser said that the organization's mandate had expanded in recent years, creating the need for an agency with "broader capabilities," including international offices.
DeLyser added that the commission needed to communicate to avocado-industry stakeholders, as well as consumer audiences around the world.
Based in Irvine, CA, the CAC represents state avocado growers and international importers from countries including Mexico, Chile, and New Zealand.
Orsborn said the search is "well under way" and will move quickly, with a decision expected next month.