Home » Bay News » Promoting the Central Coast Avocado Industry
Bay News CC Life Coast News Judy Salamacha SLO City News

Promoting the Central Coast Avocado Industry

Although the leadership has come and gone, Bill Coy, has remained on the committee since 2007 producing the Morro Bay Chamber of Commerce’s Avocado and Margarita Festival.

“I remember it well, because we couldn’t find local avocados because of the 2007 freeze,” Coy said while proudly admitting he can periodically go overboard pontificating about California avocados’ rich tastes and never-ending health benefits. “We had giant displays about how to revitalize a frozen orchard and how we were on the mend. We took a negative and turned it into a positive.”

Having just completed his 2003-06 tenure on the California Avocado Commission, timing was perfect for Coy to collaborate on a new annual festival focused on promoting the Central Coast avocado. He worked with former Chamber CEO Peter Candela (now Pismo Chamber CEO) and former events manager, Kevin Klipfel (now founding senior partners with his wife Andrea Klipfel at Wells Fargo Advisors Financial Network and Andrea was the Chamber board president).

While the festival has become a positive forum to promote the industry and grown into Morro Bay Chamber’s top fund development program, just as the Central Coast growers have weathered climate changes, the Chamber leadership has experienced change in personnel and programs.

Coy noted avocado production has been a worthy challenge. In 2014, he and fellow growers were forced to preserve well water by stumping tree acreage yet they still had to buy water.

“But the avocado tree is hearty,” he said. “With a little moisture it can survive. With one good rain the trees will come back.” In 2015, without ample water “the fruit didn’t size-up” and in 2016 he battled the summer hot spell by picking early.

Likewise, the Chamber has had its growing pains. Coy is working with the fourth new CEO, Erica Crawford, and mostly a new board of directors led by president, Cyndee Edwards, and yet, “I’ve been reinvigorated by the spark in this new leadership. It’s been fun. They do all the planning so kudos to Cyndee, Erica, and Kyle [Beal Wommack]. We’re going in the right direction.”

He’s particularly pleased about a new event, “Taste of the Grove.”

“I’ve always wanted a Friday evening event to demonstrate avocados can be eaten in a variety of ways,” he said. Already sold out, local chefs will prepare avocado samples paired with Central Coast wines and brews. “They chose the perfect venue — a former avocado ranch.” The Packing Shed has been repurposed as a “rustic wedding venue” (see: www.thepackingshed.com).

The festival has downsized to one day, Saturday, Sept. 10, but expanded to become an Embarcadero street festival. “We’ve added a family-friendly area away from the music and margaritas,” said Crawford. “A life-sized Jenga and Cornhole will wander the festival. Forever Stoked is coordinating a community-created art mural on canvas.”

Celebrating the festival’s 10th year, musical groups continue to rotate until 7 p.m., headlined by the Zongo All Stars; guacamole and chips are sold by the Morro Bay Cheerleaders; and The Margarita Man blends bliss.

Calavo Avocados again offers the top raffle prize — a year’s worth of avocados — and the California Avocado Commission shares information and free recipes.

“My joy is talking to a mom looking for new recipes because her kids love avocados,” Coy said. “That tells me as an industry we’ve done our job spreading the word the best avocados are grown in California.” Details and tickets are at www.avomargfest.com.

Edwards added the Chamber has come a long way this year. “We’ve honored what has been done in the past and moved forward. I see so much potential for Morro Bay with the City, the Tourism Bureau and the Chamber working together.”

Her goal as president of the board is to unite business, government and community by offering educational programs to demonstrate success will come by working together. “My legacy might be hiring Erica Crawford and Taste of the Grove, one good example of how we can learn about two of our major Central Coast crops while working together and having a good time.” See: www.morrochamber.org.

Freelance writer, columnist and author, Judy Salamacha’s Then & Now column is a regular feature of Tolosa Press. Contact her at: [email protected] or (805) 801-1422 with story ideas.

Upcoming Events

  1. SLO Home Show

    September 17 - September 18