This document summarizes the marketing strategies used by California Avocados to promote their product in the US market. It discusses how consumption of avocados has more than doubled in the past decade, with California establishing itself as the premium brand. The strategies used targeted premium consumers through messaging around California Avocados' authenticity, sustainability, and local farming practices. These strategies included advertising, social media, retailer promotions, and establishing California's season as the premium season for avocado consumption. The results of these efforts included increased preference for California Avocados, higher sales and prices during its season, and more consumers identifying California as their preferred origin.