Given the uncertain economy, it's no surprise that customers want greater social responsibility from businesses today. Demands range from people-related issues to the environment to product reliability and transparency. If that product is produce, customers look for key words like fair trade, locally sourced, organic and nutritious. Despite cut backs, today's diners are still willing to pay more for "better" when they eat out. Premium, unique, fresh, craveable and natural foods will appeal, even if these products have a higher price point.*

Even in today's high-tech world, California Avocados are primarily grown on small family-owned farms. Generations of California Avocado farmers have utilized hands-on natural farming techniques. Their carefully tended groves supply farm-to-table quality fruit that meets both the high expectations of restaurant patrons and a chef's exacting standards. The California Avocado Commission's Hand Grown in California ad campaign reminds operators that behind each lush, ripe Fresh California Avocado is a farmer and an industry that they and their customers can trust.

Click on all three Hand Grown in California ads to view, or find them on the pages of Food Arts, Food Management, and Restaurant Hospitality.