Supermarket Perimeter - May 2023 - 73

Avocado
branding
The limited space available on produce stickers
is a challenge for branding bulk fresh fruits and
vegetables, said Terry Splane, vice president of
marketing for the Irvine-based California Avocado
Commission.
But through creative merchandising, advertising and
promotions, he said, brands can establish awareness
and build preference over time.
Bagged avocados provide enough " real estate " to
communicate a brand and have grown significantly in
the past several years. Some retailers highlight " locally
grown " on their private label bagged avocados to grab
shoppers' attention and encourage sales.
" California avocado season is associated with
quality and reliability, " Splane said. " We reinforce
that message and make sure customers know that
California avocado growers are committed to
building and maintaining a sustainable industry by
using environmentally friendly farming practices,
ensuring worker well-being, contributing to healthy
communities and maintaining economic viability. "
Consumers also know California avocados are grown
close to home, so they're fresh to market, Splane
added. That means fewer carbon emissions from
transportation and less chance for damage in transit.
" I think we produced 250 bottles. We thought we might have trouble
selling them. We sold out in under an hour. "
Another campaign in 2022 focused on answering the question:
Why is Idaho known for potatoes? The answer focused on how special
they are, comparing them to other whimsical ways in which the state
is " special " - e.g., landlocked Idaho has one of the biggest submarine
facilities in the world.
Among this year's brand marketing highlights are a potato-flavored
ice cream made by a well-known regional chain in the Northwest,
which has also made Kraft Macaroni and Cheese and Hidden Valley
Ranch-flavored ice creams.
Made with real chunks of fresh potatoes, it sold out faster than IPC or
the ice cream maker expected, Johnson said.
So what's on tap for the rest of 2023?
" A lot of that we try to keep pretty close to the vest, so it really pops "
when it comes on the market, Johnson said.
supermarketperimeter.com
" California " also evokes many positive images for
consumers, and CAC focuses on those that are
relative to growing the fruit, such as elements of the
California terroir and lifestyle.
In addition to its advertising and PR programs, CAC
is leaning heavily into customized marketing programs
with retailers, which call attention to the seasonal
availability of California avocados.
Those efforts include digital and social programs,
in-store merchandising activity and other activations
built specifically for each customer to fit their needs,
Splane said. Such programs have consistently lifted
category sales during the California avocado season.
MAY 2023 - 73

http://www.supermarketperimeter.com

Supermarket Perimeter - May 2023

Table of Contents for the Digital Edition of Supermarket Perimeter - May 2023

Supermarket Perimeter - May 2023 - Intro
Supermarket Perimeter - May 2023 - FC 1
Supermarket Perimeter - May 2023 - FC 2
Supermarket Perimeter - May 2023 - 1
Supermarket Perimeter - May 2023 - 2
Supermarket Perimeter - May 2023 - 3
Supermarket Perimeter - May 2023 - 4
Supermarket Perimeter - May 2023 - 5
Supermarket Perimeter - May 2023 - 6
Supermarket Perimeter - May 2023 - 7
Supermarket Perimeter - May 2023 - 8
Supermarket Perimeter - May 2023 - 9
Supermarket Perimeter - May 2023 - 10
Supermarket Perimeter - May 2023 - 11
Supermarket Perimeter - May 2023 - 12
Supermarket Perimeter - May 2023 - 13
Supermarket Perimeter - May 2023 - 14
Supermarket Perimeter - May 2023 - 15
Supermarket Perimeter - May 2023 - 16
Supermarket Perimeter - May 2023 - 17
Supermarket Perimeter - May 2023 - 18
Supermarket Perimeter - May 2023 - 19
Supermarket Perimeter - May 2023 - 20
Supermarket Perimeter - May 2023 - 21
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Supermarket Perimeter - May 2023 - 24
Supermarket Perimeter - May 2023 - 25
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2024
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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2023
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https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
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https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
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https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
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https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
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