Supermarket Perimeter - June 2019 - 46

Produce

Avocados
California crop light, shippers hustle
to meet soaring demand nationwide
BY CHRIS CRAWFORD

Younger consumers promise bright future
The avocado category is benefiting from multiple trends, says DeLyser.
"Demographically, avocados appeal to all ages, with millennials showing
particular affinity for the fruit," she says. "This bodes well for the future."
Health and nutrition news about avocados coupled with consumer
interest in "good fats" and fiber are category wins, she adds.

Mary Ostlund of Homestead, Florida-based Brooks Tropicals says
avocado popularity sees no end in sight. "Beyond guacamole, avocados
have pushed butter and mayo to the side for toasts and sandwiches,"
she says. "Avocados can also take the heat, so shoppers can use them
when firing up their grills."
Caloroso of The Giumarra Companies recommends retailers offer a
variety of options to avocado shoppers.
"First, we encourage retailers to offer preconditioned/ripe avocados
as well as green/hard avocados to consumers," he says. "Second, we
recommend that supermarket chains offer both bulk and bagged avocados. Third, we have also seen retailers experience success by offering a
variety of sizes to their shoppers."
Many successful avocado promotions have focused on celebratory
events such as the Super Bowl, Cinco de Mayo, Fourth of July and other
large events that bring people together, Caloroso says.
"Consumer demand continues to increase - it's not even close to its
peak of popularity yet, and some regions of the United States are still
becoming more familiar with avocados and all of their uses," he adds.
Next, Emiliano Escobedo of the Hass Avocado Board says it's critical
for retailers to know who their avocado shoppers are and bank on
catering to them.
The Hass Avocado Board funds a shopper and category research and
insight program that provides this information for free to retailers on its
website, hassavocadoboard.com/research-insights/, using retail scan
and household panel data.

Conditioned, bulk drive sales
Vince Mastromauro Jr., director
of produce and procurement
for Sunset Foods, Highland
Park, Illinois, says conditioned
fruit always sells better that
green, adding that bulk,
48-count larger-size fruit sell

46 - JUNE 2019

better than bagged product in
his stores.
As for pricing, he says
avocados usually are set at
$1.99 apiece. When promoting on-ad, the fruit are priced
at 99 cents per avocado and

sell about twice as much as at
regular price. "If I can promote
avocados for a month straight,
I go for it," Mastromauro says.
When on sale, Sunset Foods
will sample avocados in mini
cups with chunked guacamole

www.supermarketperimeter.com

and tortilla chips. Mastromauro
says he promotes avocados at
peak periods including Cinco
de Mayo and the Super Bowl
and will tie in cross-promotion
items such as plum tomatoes,
lemons and limes.

AUREMAR - STOCK.ADOBE.COM, JCHIZHE - STOCK.ADOBE.COM

ALTHOUGH THE CALIFORNIA avocado crop was greatly reduced this
season due to extreme heat and wildfires, the industry remains optimistic that there will be plenty available to spread on toast and liven up
parties in guacamole dishes.
Hass volume this year is up 9.7% versus the same period last year,
thanks to strong imports, according to the Mission Viejo, Californiabased Hass Avocado Board. The California avocado crop volume, however, is forecast to be just 175 million pounds, which is about half the
size of last season's offering, says Jan DeLyser, vice president of marketing for the Irvine-based California Avocado Commission. Extreme heat
last summer and other weather-related factors are to blame.
"Peak California avocado availability is expected now through the
Fourth of July holiday with some lighter volume expected to continue
into August. We are expecting most of the California avocado crop distribution this year to focus on California and the West," DeLyser says.
Gary Caloroso, regional business development director for The
Giumarra Companies, Los Angeles, says to expect "great quality and
higher pricing" this season.


http://www.hassavocadoboard.com/research-insights/ http://www.supermarketperimeter.com

Supermarket Perimeter - June 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - June 2019

Supermarket Perimeter - June 2019
Editor's Note - Protein choices for all
Contents
The Wire - Organic food sales approach $48 billion
New ShopRite store features culinary center
Kroger piloting new Home Chef meals
WASTE NOT (as much)
Local focus
Bakery - Decorating trends
Sweet goods
Deli - TAILGATING, PICNICS
Sandwiches
Meat & Poultry - Protein alternatives
Sausage
Produce - Ripening
Avocados
Seafood - Cod, pollock, haddock
Food safety - Staying INSPECTION-READY
COMMISSARY INSIDER - June 2019
PORTION CONTROL
SPOTLIGHT - SALADS
TECHNOLOGY - RECIPE MANAGEMENT
OPERATIONS - DIVING INTO LINE DATA TO HIT OPERATING GOALS
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - June 2019 - Supermarket Perimeter - June 2019
Supermarket Perimeter - June 2019 - Supermarket Perimeter - June 2019
Supermarket Perimeter - June 2019 - 2
Supermarket Perimeter - June 2019 - Editor's Note - Protein choices for all
Supermarket Perimeter - June 2019 - Contents
Supermarket Perimeter - June 2019 - 5
Supermarket Perimeter - June 2019 - Kroger piloting new Home Chef meals
Supermarket Perimeter - June 2019 - 7
Supermarket Perimeter - June 2019 - WASTE NOT (as much)
Supermarket Perimeter - June 2019 - 9
Supermarket Perimeter - June 2019 - 10
Supermarket Perimeter - June 2019 - 11
Supermarket Perimeter - June 2019 - 12
Supermarket Perimeter - June 2019 - 13
Supermarket Perimeter - June 2019 - 14
Supermarket Perimeter - June 2019 - 15
Supermarket Perimeter - June 2019 - Local focus
Supermarket Perimeter - June 2019 - 17
Supermarket Perimeter - June 2019 - 18
Supermarket Perimeter - June 2019 - 19
Supermarket Perimeter - June 2019 - 20
Supermarket Perimeter - June 2019 - 21
Supermarket Perimeter - June 2019 - Bakery - Decorating trends
Supermarket Perimeter - June 2019 - 23
Supermarket Perimeter - June 2019 - 24
Supermarket Perimeter - June 2019 - 25
Supermarket Perimeter - June 2019 - Sweet goods
Supermarket Perimeter - June 2019 - 27
Supermarket Perimeter - June 2019 - 28
Supermarket Perimeter - June 2019 - 29
Supermarket Perimeter - June 2019 - Deli - TAILGATING, PICNICS
Supermarket Perimeter - June 2019 - 31
Supermarket Perimeter - June 2019 - Sandwiches
Supermarket Perimeter - June 2019 - 33
Supermarket Perimeter - June 2019 - 34
Supermarket Perimeter - June 2019 - 35
Supermarket Perimeter - June 2019 - Meat & Poultry - Protein alternatives
Supermarket Perimeter - June 2019 - 37
Supermarket Perimeter - June 2019 - 38
Supermarket Perimeter - June 2019 - 39
Supermarket Perimeter - June 2019 - Sausage
Supermarket Perimeter - June 2019 - 41
Supermarket Perimeter - June 2019 - 42
Supermarket Perimeter - June 2019 - 43
Supermarket Perimeter - June 2019 - Produce - Ripening
Supermarket Perimeter - June 2019 - 45
Supermarket Perimeter - June 2019 - Avocados
Supermarket Perimeter - June 2019 - 47
Supermarket Perimeter - June 2019 - Seafood - Cod, pollock, haddock
Supermarket Perimeter - June 2019 - 49
Supermarket Perimeter - June 2019 - Food safety - Staying INSPECTION-READY
Supermarket Perimeter - June 2019 - 51
Supermarket Perimeter - June 2019 - 52
Supermarket Perimeter - June 2019 - PORTION CONTROL
Supermarket Perimeter - June 2019 - 54
Supermarket Perimeter - June 2019 - 55
Supermarket Perimeter - June 2019 - SPOTLIGHT - SALADS
Supermarket Perimeter - June 2019 - 57
Supermarket Perimeter - June 2019 - 58
Supermarket Perimeter - June 2019 - 59
Supermarket Perimeter - June 2019 - TECHNOLOGY - RECIPE MANAGEMENT
Supermarket Perimeter - June 2019 - 61
Supermarket Perimeter - June 2019 - OPERATIONS - DIVING INTO LINE DATA TO HIT OPERATING GOALS
Supermarket Perimeter - June 2019 - 63
Supermarket Perimeter - June 2019 - Product Showcase
Supermarket Perimeter - June 2019 - Advertisers
Supermarket Perimeter - June 2019 - Fresh Takes
Supermarket Perimeter - June 2019 - 67
Supermarket Perimeter - June 2019 - 68
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com