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“More avocados were purchased and sales were higher for
Cinco than for the Super Bowl in 2018. Plus, sales at this time have grown most dramatically [double digits] in the West, Southeast and Northwest.”
— Alejandro Gavito, Hass Avocado Board
sales on average leading up to Cinco de Mayo, with the focus on Hispanic items, such as fresh and dried chilies, jicama, tomatillos, cilantro, chayote squash, cactus pears and more,” says Robert Schueller, director of public relations for Melissa’s/World Variety Produce, in Los Angeles. “This holiday is a good time to extend the line and broaden the category of Hispanic produce a retailer offers.”
Cinco de Mayo appeals most to main- stream shoppers.
“Similar to the way Americans have embraced St. Patrick’s Day and now celebrate it in a bigger way than they do in Ireland, so it is with Cinco de Mayo,” explains Jan DeLyser, vice president of marketing for the California Avocado Commission (CAC), in Irvine, CA. “The holiday is not primarily targeted to Hispanic customers, but it is more popular in California, the West and Texas than in other states. As popularity of Mexican foods grows throughout the country, so grows the opportu- nity for Cinco de Mayo entertaining.”
Beyond this, there are two ways people observe Cinco de Mayo.
“The first are those who celebrate last minute by going out,” says Dianne Le, asso- ciate director of shopper marketing for Avocados from Mexico (AFM), based in Irving, TX. “The second are those who plan in advance to host an at-home occasion.”
KEY INGREDIENTS
Produce items (avocado, tomatoes, onions and limes) and items popular for entertaining (vegetable and fruit platters and salads) all work well with Cinco de Mayo-themed promotions, according to DeLyser. “Store- made guacamoles and salsas also provide opportunities for incremental sales.”
AVOCADOS. In 2018, sales of avocados for Cinco de Mayo reached nearly 66 million units (up 45 percent from 2017) and $60 million (up 11 percent from 2017) at retail alone nationwide, according to data
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provided by Alejandro Gavito, category data and research manager for the Hass Avocado Board (HAB), in Mission Viejo, CA. “More avocados were purchased and sales were higher for Cinco than for the Super Bowl in 2018. Plus, sales at this time have grown most dramatically [double digits] in the West, Southeast and Northwest.”
Regarding the best SKUs, DeLyser says, “while there may be opportunity for incre- mental sales of bagged avocados during promotional periods, the key opportunity for retailers is to make sure they have plenty of ripe avocados on display.”
TOMATOES. Salsa, like dip-favorite guacamole, is standard fare for Cinco de Mayo. “Roma tomatoes are the marquee item for making salsa,” says Hurley Neer, vice president of sales for DiMare Fresh, in Homestead, FL. “The majority of these will be coming from Mexico this time of year. There should be good availability, and it’s a good time to promote.
Don’t forget
the cilantro. Suppliers say retailers should push to display the popular herb leading up to Cinco de Mayo and pairing it alongside items used in salsas.
Florida grows some Romas, but not in as big volume as the mature greens.”
ONIONS. Cinco de Mayo is a good holiday for white onions, according to Jessica Peri, retail sales manager for Peri & Sons Farms, in Yerington, NV. “This year, the white onion market is hot, and it could stay that way until May. The El Centro (California) crop, though, will start in April. In general, boost sales by educating shoppers on which onions are best for which types of dishes. White onions are a star in Mexican recipes.”
CILANTRO. Cilantro is often forgotten because it is an herb. But it is an important one for Cinco de Mayo since it’s used in many Mexican favorites such as salsas, tacos, soups, guacamole and even in infused cocktails, says Crystal Chavez, marketing coordinator for Gold Coast Packing, Inc., in Santa Maria, CA. “There should be a push for stores to display this flavorful herb leading up to this holiday.”
LIMES. “Consumption of limes increases drastically for Cinco de Mayo since it’s used in tacos, barbecue, guacamole, fish, and of course, beer, margaritas and tequila,” says Mayra Romero, sales manager for Fresco Produce, in McAllen, TX.
Ninety-five percent of Persian limes, the most prevalent in the U.S. market, come out of Mexico in May, according to Ronnie Cohen, vice president of sales for Vision Import Group, LLC, in River Edge, NJ. “Availability is usually good during this time, so there should be promotional supply. Some retailers like to sell a certain size by the each, maybe at a hot loss leader price. Others like to have value-added 1- or 2-pound bags, or 5-pound bags for Club stores, or a combination of bag and bulk.”
In addition to limes, other citrus items such as lemons, grapefruit and oranges “are