SAN DIEGO: Avocado growers may be better NFL prognosticators than sports reporters, if the AvoBowl is any indication.
The California Avocado Commission (CAC) always turns up the PR volume at Super Bowl time, publicizing the fact that more guacamole is consumed on Super Bowl Sunday than any day of year. With the big game being played in the heart of avocado country, the CAC tweaked its formula this year, and received what spokeswoman Jeanette O'Toole called "exponentially" more media coverage.
Chefs develop guacamole recipes using ingredients common in the competing teams' homes. This year, Tampa's dip contained shrimp and Oakland's included black beans. Avocado growers then taste test the recipes and predict the games' winner based on the results. They have a strong track record of making accurate picks, noted O'Toole, a SAE with Integrated Marketing Works in Irvine, which represents the association.
Nearly half the US' avocados grow around San Diego, this year's Super Bowl host city, and the CAC served as a sponsor for the Super Bowl Host Committee. Reporters, instead of growers, taste tested the guacamole at a pregame press party.
"We had a very enthusiastic crowd at the media party," said CAC marketing director, Michelle Spelman. The Raiders' dip won by a narrow margin.
The media involvement generated a widely run AP story and more than 300 broadcast hits, including a Good Morning America taste-off, O'Toole reported.