Supermarket Perimeter - February 2023 - 42

Produce
Avocados
AVOCADO GROWERS AND MARKETERS AND THEIR RETAIL
PARTNERS continue to come up with innovative ways to move one
of the most popular and fastest-growing items in the fresh produce
department.
In 2023, shippers are looking forward to programs supporting both
bulk California avocados and bagged avocados, conventional and
organic fruit, said Jan DeLyser, vice president of marketing for the
Irvine-based California Avocado Commission (CAC).
" Retailers tell us they continue to appreciate the customized
marketing programs that CAC offers, " DeLyser said. " These include
traditional in-store support and ads as well as digital and social
programs. "
The most successful marketing happens, she added, when the
California industry aligns with targeted retailers and their suppliers to
build programs specifically for each customer to fit their needs.
In 2023, look for a return to form in the retail merchandising
of avocados, said Joe Nava, vice president of sales and business
development for West Pak Avocado.
" I believe retailers will gravitate toward the opportunity to do
promotions that they have not been able to do in the past three to four
years, " Nava said. " Some buyers may be a little hesitant because of the
talk about the economy, but the avocado will stand strong with the right
price for the everyday customer. "
West Pak expects promotable volumes of fruit from Mexico - with
Jalisco joining Michoacan - and Peru in the coming year.
By Andy Nelson
In addition, the company is excited to welcome Colombian avocados
into the market. Colombian fruit, Nava said, " is of premium quality,
offers some great flavor profiles, and eats very well. "
Avocado shoppers spend on average two times more with avocados
in their basket than without, said Stephanie Bazan, vice president of
shopper and trade marketing for Avocados From Mexico (AFM). AFM's
retail programs, she said, are a great way to boost baskets and help
drive conversion across the path to purchase.
" In 2023, we will continue to support our tentpole occasions such
as the Big Game and Cinco de Mayo with national shopper marketing
campaigns. "
The Super Bowl remains the number one occasion where avocados
and guacamole are served and prepared, presenting a great opportunity
for AFM to engage shoppers, Bazan said.
On average, 250 million pounds of Mexican avocados are consumed
during the four-week period leading up to the game.
In 2023, AFM has partnered with NFL legend Deion Sanders and his
fiancée Tracey Edmonds for its national shopper marketing campaign,
to reinforce the connection and ensure avocados remain at the center of
the football action. " Through our partnership, Deion and Tracey created
their favorite guac recipes, and AFM is inviting shoppers to vote for their
favorite in the ultimate Guac Showdown, " Bazan said. " Additionally, fans
will get the chance to enter to win a grand price of $100k. All of this
is being supported with in-store thematic displays, POS kit solutions,
coupon savings offers, and digital media to drive awareness activation. "
42 - FEBRUARY 2023
supermarketperimeter.com
California Avocados, Avocados from Mexico
http://www.supermarketperimeter.com
Supermarket Perimeter - February 2023

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