Terry Splane calls time on 40-year career, including two years as CAC vice president of marketing
The California Avocado Commission (CAC) announced its annual early-season crop forecast, projecting 150,000 tonnes of California avocados.
This estimate includes 140,000 tonnes of Hass and 10,000 tonnes of Gem, Lamb Hass and other avocado varieties. With continual investment in new plantings and nearly 20,000ha now producing California avocados, 2026 is expected to be the third consecutive year with volume in excess of 136,000 tonnes. While some harvesting has already occurred, the peak of promotable volume is expected from April to August.
“Recent rain in California generally was welcomed by growers due to its help with soil and tree health,” said Terry Splane, Commission vice president of marketing. “Now there is hope for these sunny days to continue into spring to ensure fruit sizing.”
CAC also announced that Terry Splane will retire on February 28.
“Leading the Commission’s award-winning marketing programme for the past several years has been one of the highlights of my 40-year career,” said Splane. “I’m especially grateful to the dedicated CAC marketing staff, agency partners and inspirational group of avocado growers and industry leaders who made the work so impactful. My wife retired last year and now it is time for us to pursue our post-career journey together.”
The California avocado consumer marketing programme, including its advertising and social media campaign, has already been developed and is ready to launch when the harvest reaches promotable volume levels. This year’s campaign evolution incorporates actual California avocado growers who share what makes their fruit so special.
Customised retail and foodservice support programmes are being built out for the upcoming season. These programmes include traditional trade marketing activities such as retail displays, demos, signage, and foodservice limited-time offers, as well as media support targeted to specific customers’ patrons.
“Terry’s leadership and vision played a critical role in strengthening the California avocados brand and advancing the Commission’s goals, said Ken Melban, CAC president. We are deeply grateful for his many contributions and wish Terry a well-earned and rewarding retirement.”
