I was somewhere around Camarillo, on the edge of the Conejo Grade, when the avocados began to take hold. This was late April, and I was one of “a diverse mix of journalists, content creators, and retail and foodservice professionals from across the Western United States.” At least that’s how the California Avocado Commission described us in their attractively presented Briefing Book. We were all on a junket to learn to love Big Green.
It seems everyone/thing needs representation these days. If Clooney and Saldaña need agents, why not Persea americana, in particular those from California (just grown from San Diego to Monterey)? The more-than-100-year-old nonprofit California Avocado Commission hypes its fruit as fresh and local, sustainably grown and ethically sourced, seasonal, and sure to bring that creaminess avo-heads crave. Another reason the association is needed: Even though California is on target to produce 375 million pounds of avocado this bumper-crop year — a figure that would be the equivalent weight of more than 31 million electric guitars, or a million giant kangaroos, a species thankfully extinct for eons — Mexico will produce two billion pounds of avos.
Care to read the rest then do so at the Independent's site.
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