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from Mexico has speci cally targeted Hispanic Millennial women between the ages of 25 and 44 through a broad array of traditional and social media.
Promotions from the Chilean Avocado Importers Association kick o in September and will run into early 2020.
“ is includes direct retail support, social media, in uencer and media dietitian partner- ships, event marketing and both TV/digital advertising,” says Brux.
“We work one-on-one with retailers to
develop customized programs, and for those retailers wanting merchandising materials, we have POS cards available on our website,” she says. “Additionally, we will be engaging in a trade-marketing program to build aware- ness of Chile as a trusted source of supply for premium avocados. is will include both advertising and a new trade e-news- letter program. We also o er recipe images and videos that showcase creative fall/winter usages for Avocados from Chile, for example, an avocado ceviche that’s perfect for game
day, Halloween-themed deviled eggs and the ever-popular avocado toast.”
e Chilean Avocado Importers Asso- ciation also sponsors events. “For the second year, we’ll be sponsoring the San Diego Bay Wine & Food Festival, and o ering some delicious, innovative avocado-inspired dishes at their Grand Tasting event on Nov. 16 of this year,” Brux says. “We’ll also be joining the Fit Foodie Run in San Diego on Oct. 12. Both of these events take place during the heart of Chilean avocado season and o er us the perfect opportunity to demonstrate the great taste, versatility and health bene ts of avocados,” says Brux.
“California avocados have a very loyal fan base,” says DeLyser. “ e California Avocado Commission maintains contact with our fans during non-peak months through email newsletters, e Scoop blog and our social channels. We shift our messaging during non-peak months, and then prior to the start of the season, we let them know the California avocado crop is coming, building anticipation for the season and fruit availability.”
Fixings for guacamole make natural part- ners in the produce department. “Guacamole has become such a popular snack to have at football tailgates and parties,” says Samantha McCaul, marketing manager for Concord Foods LLC, Brockton, MA. “We o er our Concord Fresh Success brand guacamole mixes in ve varieties — Mild, Extra Spicy, Authentic, Classic Mild and Classic Extra Spicy. Packaged in single-use pouches, consumers simply add two ripe avocados to the mix to make two cups of guacamole dip. Placement of guacamole mixes in the produce department will boost sales of avocados.” Concord Foods o ers a themed shipper display for football season that brings interest and variety to the produce department and convenience to customers.
Research conducted by Avocados from Mexico concludes that “avocados’ rich, creamy texture and satisfying taste stretches shop- pers’ perception beyond produce into more hedonic items like meats and cheeses.”
Strategic placements of avocados in di erent departments can strengthen shop- pers’ associations with di erent consumption occasions – AFM notes that 74% of shop- pers report they would buy more avocados if they saw more “displays around the store” to remind them.
DIVERSIFYING ON SIZE
Distributors and retailers agree that produce departments should carry more
48 / SEP TEMBER 2019 / PRODUCE BUSINESS