Avocado growers pushing for nationwide ad campaign

VENTURA, Calif. -- Got guacamole?

Avocado growers say the right national ad campaign could do for their crop what the "Got Milk?" slogan did for the dairy industry.

Avocado growers will vote this summer on whether to tax themselves to raise up to $14 million a year for research and promotion. About 6,000 growers and importers will be eligible to vote.

"We've got a good product, and we want to do what we can to increase demand," said Roger Essick, who farms 200 acres of avocados and serves on the board of directors of the California Avocado Commission.

The plan would establish a mandatory fee of 2 1/2 cents per pound to pay for the campaign. The U.S. Department of Agriculture would assemble a national board to set policy.

Avocados typically are used in guacamole, a Mexican dish, or in salads.