California is home to more than 400 specialty crops, many of which are supported by commodity boards that help to educate consumers and to advocate for farmers. We met with Rachael Laenen, Chair of the California Avocado Commission, to learn more about the organization’s work, the importance of choosing California avocados, and her role as the commission’s first female chair.

What does the California Avocado Commission do?

“The California Avocado Commission was established about 40 years ago to help promote California avocados,” Rachael explains. “We work on marketing the brand. We make sure people know when California avocados are in season and where they can find them, and why they should be choosing California.”

In addition to consumer education, the California Avocado Commission also supports avocado growers through research and advocacy. The commission helps farmers to stay informed about new technologies and innovations, and works at both the state and federal level to ensure legislative support. 

The commission is made up of avocado growers across the state. Avocados are grown along the California coast – from San Diego up to Morro Bay – and even throughout parts of the Central Valley and Delta. Each district elects representatives to sit on the Avocado Commission Board and advocate for the interests of local growers. To ensure a well-rounded perspective of the industry as a whole, the board also includes representatives from avocado packing companies and one public member.  

Meet Rachael Laenan, Chair of the California Avocado Commission

In 2025, the California Avocado Commission elected Rachael to serve as their chair. As a fourth-generation avocado farmer and coming from a long line of strong female role models, Rachael had no qualms about being the first woman to step into the role. She recalls, “When I was elected chair, being the first female was a great thing. But for me, the biggest part of it was that I had the confidence of my fellow board members, that they looked around the room, and I was the person that they wanted to lead them this year.” 

Rachael explains her role as Chair of the California Avocado Commission as a moderator. “I see my role as facilitating the discussion – ensuring that we stay focused on the relevant issues for California growers to make sure that we continue to be sustainable in our businesses.”

Women in Agriculture

Women are integral to California agriculture – driving innovation, working the fields and assuming leadership roles within the industry. “It’s becoming increasingly important to recognize the roles of women in agriculture,” Rachael states. “I was the first female to be elected to chair the board. After 40 years, my biggest question was, ‘Why did it take so long?’ Because we have had some pretty incredible female pioneers in the California avocado industry.” 

Rachael’s own grandmother was one of those trailblazers  – maintaining six ranches and advocating for California agriculture at a time when female leadership in the industry was rare. Rachael credits her grandmother with inspiring her to embrace leadership roles. She recalls, “I watched women doing things that, to me, felt completely normal, but seemed remarkable within this space,” she recalls. “If I ever said, ‘Oh, I can’t do that,’ my grandmother would look me square in the eyes and say, ‘Why can’t you?’”

Learn more about Rachael and her family’s farming operation, Kimball Ranch!  

Why is it so important to choose California avocados?

It’s no secret that California is an agricultural powerhouse, with a remarkable climate and some of the most productive soils in the world. Rachael notes, “We play a huge role in feeding the nation and the world. Domestic avocado production happens almost exclusively in California.”

Unlike many commodities working to create demand, California avocados are struggling to keep up with it. Rachael shares, “Our growers cannot produce enough avocados to feed the nation. In fact, the fruit we produce here in California rarely makes it off the West Coast.” In order to meet the ever-increasing demand for avocados, international partners from Mexico, Chile, Colombia, and Peru step in to fill the gaps – and that’s where the real challenges come into play. The influx of lower-priced imported produce drives California avocado prices down during peak season (March through August or September).

“When we have increased import pressure and import challenges, it makes it much more difficult for us as California farmers to stay in business. When we are not able to grow our own food here domestically, it’s an issue of national security,” Rachael explains. “We should be able to feed our own population here, and we have the resources here in California to be able to do that.”

By educating consumers and legislators about the importance of choosing domestic avocados, the California Avocado Commission aims to protect the future of California’s avocado farms.  Rachael and the growers she represents hope to share one simple message: when consumers choose California avocados, they’re supporting local farmers, creating stronger domestic food systems, and ensuring the future of California agriculture. 

Article by Hilary Rance. Photography by James Collier and Hilary Rance.