It’s June, which means it’s California Avocado Month again. Nearly all the avocados grown in the United States come from the Golden State, and the monthlong celebration, which coincides with the peak season for harvesting avocados there, is the brainchild of marketers at the California Avocado Commission. But insofar as their aim is to raise the profile of the creamy, big-pitted green fruit, the promotional month hardly seems necessary: We are already eating avocados in record quantities. In 2016, Americans consumed an average of seven pounds’ worth of avocados—up from a mere pound in 1974. U.S. avocado production alone (172,630 tons) was valued at $316 million. And domestic sales of avocados in 2016 came to $1.6 billion.

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And we’re finding new ways to eat them. According to the payment-processing firm Square, Americans shelled out almost $900,000 a month on avocado toast last year, a staggering increase from the $17,000 a month we spent on this simple treat in 2014. Square estimates avocado toast can cost anywhere from $2 to $18, depending on the venue. (Cork Wine Bar in downtown D.C. features one for $13.) And perhaps most telling, Starbucks has recently added avocado spread to its permanent menu.