Progressive Grocer

JUN 2016

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June 2016 | progressivegrocer.com | 171 origin also plays a role. "Consumers look to retailers for information about the product seasonality and origin," she adds. "Signage that calls out locally grown, or the California origin in season, provides the information consumers are looking for." In celebration of the California-grown avo- cado, Mission has created a California-specifc bag strap. "Part of the initiative is to help high- light the California crop, and to also tie in with our California PLU labels," explains Bertels. "We have specifc customers that want to call out California on the packaging, and even though we are a global supplier, this gives us the opportunity to promote the crop for our grower base and our home base in California." Persuing Peru Building on its campaign as the Summer Avocado, the Peruvian Avocado Commission (PAC), has planned an extensive menu of promotions for the season, which runs from June through September, featuring tagged radio and Pandora ads, and in-store demos. PAC expects Peru to export approximately 100 mil- lion pounds of avocados to the United States in 2016, as it did last year. With sizzling summertime recipes, promotions and events, the fruit is sure to sell out. "Walmart will be doing several radio-supported tasting events this summer," notes Xavier Equihua, president and CEO of Washington, D.C.-based PAC. In one event, customers will taste an avocado smoothie made with Avocados From Peru. Equihua sees continued growth in the avocado category. "In our opinion, the primary reason for the unprecedented growth is simple: Hass avocados taste great and are extremely versatile, as they can be used in all kinds of recipes," he says. To promote this versatility, Avocados From Peru is once again ofering its cookbook, "Cook- ing with Avocados From Peru," as a free down- load via its website www.avocadosfromperu.com. For more inspiration and retail support, grocers can visit the Retail Marketing Support section of its website. To the Mex Meanwhile, Dallas-based Avocados From Mexico (AFM) creates compelling campaigns that in- crease avocado consumption each year. Tis past year, its promotions sur- rounding the Super Bowl and Cinco de Mayo both met with success. "Te Big Game is the No. 1 oc- casion where avocados are served, and Avocados from Mexico's goal is to own this occasion both in-store and out of store," asserts Stephanie Bazan, AFM market development director. AFM is currently rolling out its Grills Gone Loco summer promotion in partnership with Heineken/Tecate in an efort to leverage the peak sea- son for outdoor barbecues and picnics. Te promotion includes cross-merchandising, a joint savings ofer, and recipe inspiration on AFM social/digital platforms. For the back-to-school occasion, AFM plans to introduce its frst shopper marketing program. "Tis program will be focused on nutritious breakfasts, encouraging moms to add avocados to their chil- dren's morning-time meals," notes Bazan. AFM will team with the Produce Marketing Association's Eat Brighter! campaign, featuring "Sesame Street" characters, for this promotion, which will include displays and a money-savings ofer. Social Media Sensation "We can say that, without a doubt, 'avocado' is a hot topic in the social media conversation right now, and that applies to all social platforms," says Ivonne Kinser, AFM director of digital marketing. "However, the style, tone and form of the avocado conversation vary from one platform to the other." She points to Instagram as the preferred platform for foodies, health-and-wellness enthusiasts and food industry professionals. On the other hand, AFM's Facebook audience is hungry for avocado recipes. Tey're also more receptive to AFM's brand messag- es, such as origin, freshness and year-long availability. "Twitter is the preferred platform to share quick avo tips, and to amplify all the campaigns we deploy in digital as well as ofine," explains Kinser. "Pin- terest is key to provide avocado lovers with a broad array of avocado recipes that they can easily add to their recipe collections." PG California avocados aren't just made in California, but made of California." —Jan DeLyser, California Avocado Commission

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