The Selling of the Avocado

Interesting piece by Olga Khazan for The Atlantic:

The effort behind the avocado is an example of viral marketing before there was virality. (Goodman said at one point when her team was weighing creating a website for avocados, several people admitted they didn’t know what a website was.) […]

“If you can make people think it is the proper thing to have an Calavo cocktail or salad, it is a mightily important influence,” an early-1900s ad man named Don Francisco once told an anxious California Avocado Society. “For instance, it got around that broccoli was a smart thing to serve in all menus. It suddenly appeared on the menus of fashionable restaurants. Few people knew just what it was or where it came from, but thousands of people began wanting broccoli because it was the new and proper thing to serve.”