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Calif. Avocado Growers Begin PR Review

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BOSTON The California Avocado Commission has hired Select Resources International to conduct a search for a new public relations agency to handle its U.S. PR account.

Incumbent Intergrated Marketing Works in Irvine, Calif., which has handled the CAC's PR business for 18 years, was not invited to participate in the review, according to SRI, Santa Monica, Calif.

Search parameters include an agency with food and nutrition experience and a strong Southern California office presence.

Over one dozen requests for proposals have been sent out to both large national and boutique agencies. That original list will be narrowed to semifinalists next week. The budget for the account is in the high six-figure range. A decision is expected in mid-August, according to SRI representative Dan Orsborn.

Irvine-based CAC's aims include increasing national consumer awareness on behalf of the state's 6,000 avocado growers and conducting market development activities.