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displayed with avocados in produce as a conve- nient solution for consumers, explains McCaul. Goldman tries to position prepared guaca- mole more with the grab-and-go items — except for events such as the Super Bowl or Cinco de Mayo — when he opts instead to
incorporate it into an avocado display. Prepared guacamole, which requires refrigeration, can be merchandised with pre-cut vegetables, such as carrot sticks and sliced red peppers, or other tie-in produce items, says McCaul. Additionally, signage
should tell consumers where the item was made and offer meal ideas.
Retailers can best market by running various print and digital ads during peak season and sporting events, setting up rele- vant in-store promotions, and promoting use on social media, observes Del Monte’s Christou.
And, yes, size matters. Prepared guaca- mole is very popular in individual 2-ounce cups, 8-ounce tubs, and 15-ounce tubs for bigger gatherings and parties, especially in
“The presence of fresh guaca- mole in the produce section, and its convenience as a lunch or snack item, has made it part of the daily consumer shopping experience.”
— Dionysius Christou, Del Monte Fresh
round tubs and cups, notes Araiza, who also notes round tubs and cups are among the most popular trends in packaging.
But no matter the packaging, Christou notes that sometimes people just need their prepared guacamole fix – even if they don’t know it until the moment they lay eyes on it in the store. “The presence of fresh guacamole in the produce section, and its convenience as a lunch or snack item, has made it part of the daily consumer shopping experience,” he says.
To help further punch up the eating expe- rience, “at least with our product, you can mix it with a variety of things; it’s very versatile, as far as the use of avocado products, shakes and hand-held spreads,” says Calavo’s Araiza. “It’s not just guacamole anymore.”
Nor should it be assumed the average customer knows all there is to know about prepared guacamole. With that in mind, retailers also help juice sales by acquainting consumers with the snack.
Del Monte Fresh Produce works closely with its retail partners to develop promotional and merchandising activities that maximize sales and educate consumers, says Christou. This includes development of tailgate/foot- ball-themed POS for shelves, recipe cards, in-store demos, and improved labeling infor- mation about product usages.
Araiza also suggests social media for spreading the “good word” on prepared guacamole.
Although sales have been spiking throughout the years, observes McCaul, “we see spikes at occasions beyond the Super Bowl [like March Madness, summer parties, football season and Christmas and New Years celebrations.]”
No matter the occasion, “Innovation wins out,” notes Araiza. “Companies have to adapt to what people want — mainly freshness and healthy living. The groups we’re targeting are under a lot of time pressure because of work and exercise. We think our product fits in nicely.” pb
34 / APRIL 2019 / PRODUCE BUSINESS