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CO, notes that, “Football themes are popular in the fall, as are related party themes and occasions for guacamole. We encourage our stores to work together to create a fall desti- nation for avocados. We love contests and we encourage stores to build a “theater” in their stores for contests among employees. It makes work and life more fun.”
Lucky’s Market also ties into college games and runs weekly ads that partner avocados with tomatos, onions, garlic and/or cilantro. Mills notes consumers want value, so avocado price is a factor in the fall.
“Avocado is our MVP during football season,” says Rob Ybarra, director of produce and oral for Coborn’s, a retail chain of 26 stores based in St. Cloud, MN. “Our biggest challenge is meeting demand, as we are outselling the supply source for the Midwest.”
PARTNERING FOR IDEAS
Trade associations are natural partners for retailers.
“When it comes to avocados, consumers need to be educated on how to purchase, prepare and serve them,” says Bazan. “Avocados From Mexico recently performed in-depth research and found ripening and preserving of avocados are key areas of concern to consumers. Our new AFM Education Playbook has guidelines that give retailers insights for positioning and strategy around Avocados From Mexico.” AFM is gearing up for Savor Your Heritage (September) and Tastiest Tailgate (October) campaigns this fall.
Avocados from Mexico also tailor distinct marketing campaigns to Hispanic consumers. One past Hispanic marketing program, “Toast to your Heritage,” served to remind Hispanic consumers of the connection between avocado consumption and their heritage. Avocados
PHOTO COURTESY OF AVOCADOS FROM MEXICO
PRODUCE BUSINESS / SEPTEMBER 2019 / 47