Supermarket Perimeter - June 2020 - 44

CONSUMER
INTERACTION

DALLAS-BASED Avocados from Mexico (AFM) celebrated Cinco de
Mayo with a new digital program encouraging consumers to celebrate the
holiday with homemade guacamole creations. Through May 6, the program
#HomemadeCinco gave customers the chance to share their guac-making
skills and enter for a chance to win $500 in a sweepstakes.
Customers entered the contest by visiting AFM's website and spinning
a digital wheel that randomly chose an ingredient they had to incorporate
into their guacamole dish. In partnership with the online grocery platform
Chicory, customers also had the option to buy their ingredients online to
pick up at a local retailer.
"Innovation has always been at the core of AFM digital experiences,"
said Ivonne Kinser, head of digital marketing at AFM. "For this campaign
we are integrating a breakthrough e-commerce solution embedded into our
website that allows us to help consumers celebrate Cinco in the only way
imaginable at this time - safely and at home."
Customers shared their guacamole creations with the hashtags
#HomemadeCinco, #Guacamole and #Sweepstakes and tagged
@AvocadosFromMexico to be entered for a chance to win a daily prize of
$50 as well as the $500 grand prize. 
In addition to the sweepstakes, James Beard award-winning television
host and resident chef at the Mexican Cultural Institute Pati Jinich hosted
a live Cinco de Mayo party on Zoom. Customers joined the
party on Tuesday, May 5  where they learned how to make two
#HomemadeCinco guacamoles.

44 - JUNE 2020

supermarketperimeter.com

category has, but to a somewhat lesser
extent, CAC reports. The unexpected closure
of in-restaurant dining and the precipitous
drop in demand by foodservice will
continue to impact many in the industry.
The commission's foodservice team
has worked diligently to support those
who have pivoted to take out and delivery,
DeLyser said.
While foodservice has suffered, retail
demand has surged, and California avocado
growers have stepped up with higher than
projected rates of harvest, she said.
For example, in the week ending April 26,
there were more than 17 million pounds of
California avocados harvested, compared
to a projection of 9 million. Cinco de Mayo
demand, weather and market conditions
contributed to the stronger harvesting.
Complications resulting from the COVID19 pandemic are certainly challenging
everyone, however, DeLyser said.
Fortunately, with avocados, there's some
give and take in the production schedule to
handle unforeseen problems.
"Because of this year's crop size, and
because avocados can remain on the
tree for a period of time - unless there's
extreme wind or heat - there is some
flexibility to shift some of the volume later
in the year and concurrently shift some of
our marketing support," she said. "It's really
important during these uncertain times to
remain as flexible as possible. That said,
we have seen some pretty robust harvest
numbers out of California in mid-tolate April."
This year's crop features a nice variety
of sizes to meet varying needs, with the
majority in sizes 48 and 60 - fortunately,
the very sizes retailers are looking for. The
quality and appearance of fruit in midSpring were outstanding, DeLyser said, and
that's expected to hold going into the peak,
barring any unforeseen situations.
Because of the pandemic, CAC has
pivoted swiftly for June, which is California
Avocado Month - shifting from eventbased activities to a range of innovative
communications ranging from videos to an
out-of-the-box chef program for influencers.
"The ongoing consumer demand for
California avocados during this time also
has been good to see," DeLyser said.

AVOCADOS FROM MEXICO

Produce: Avocados


http://www.supermarketperimeter.com

Supermarket Perimeter - June 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - June 2020

Supermarket Perimeter - June 2020 - 1
Supermarket Perimeter - June 2020 - 1
Supermarket Perimeter - June 2020 - 2
Supermarket Perimeter - June 2020 - 3
Supermarket Perimeter - June 2020 - 4
Supermarket Perimeter - June 2020 - 5
Supermarket Perimeter - June 2020 - 6
Supermarket Perimeter - June 2020 - 7
Supermarket Perimeter - June 2020 - 8
Supermarket Perimeter - June 2020 - 9
Supermarket Perimeter - June 2020 - 10
Supermarket Perimeter - June 2020 - 11
Supermarket Perimeter - June 2020 - 12
Supermarket Perimeter - June 2020 - 13
Supermarket Perimeter - June 2020 - 14
Supermarket Perimeter - June 2020 - 15
Supermarket Perimeter - June 2020 - 16
Supermarket Perimeter - June 2020 - 17
Supermarket Perimeter - June 2020 - 18
Supermarket Perimeter - June 2020 - 19
Supermarket Perimeter - June 2020 - 20
Supermarket Perimeter - June 2020 - 21
Supermarket Perimeter - June 2020 - 22
Supermarket Perimeter - June 2020 - 23
Supermarket Perimeter - June 2020 - 24
Supermarket Perimeter - June 2020 - 25
Supermarket Perimeter - June 2020 - 26
Supermarket Perimeter - June 2020 - 27
Supermarket Perimeter - June 2020 - 28
Supermarket Perimeter - June 2020 - 29
Supermarket Perimeter - June 2020 - 30
Supermarket Perimeter - June 2020 - 31
Supermarket Perimeter - June 2020 - 32
Supermarket Perimeter - June 2020 - 33
Supermarket Perimeter - June 2020 - 34
Supermarket Perimeter - June 2020 - 35
Supermarket Perimeter - June 2020 - 36
Supermarket Perimeter - June 2020 - 37
Supermarket Perimeter - June 2020 - 38
Supermarket Perimeter - June 2020 - 39
Supermarket Perimeter - June 2020 - 40
Supermarket Perimeter - June 2020 - 41
Supermarket Perimeter - June 2020 - 42
Supermarket Perimeter - June 2020 - 43
Supermarket Perimeter - June 2020 - 44
Supermarket Perimeter - June 2020 - 45
Supermarket Perimeter - June 2020 - 46
Supermarket Perimeter - June 2020 - 47
Supermarket Perimeter - June 2020 - 48
Supermarket Perimeter - June 2020 - 49
Supermarket Perimeter - June 2020 - 50
Supermarket Perimeter - June 2020 - 51
Supermarket Perimeter - June 2020 - 52
Supermarket Perimeter - June 2020 - 53
Supermarket Perimeter - June 2020 - 54
Supermarket Perimeter - June 2020 - 55
Supermarket Perimeter - June 2020 - 56
Supermarket Perimeter - June 2020 - 57
Supermarket Perimeter - June 2020 - 58
Supermarket Perimeter - June 2020 - 59
Supermarket Perimeter - June 2020 - 60
Supermarket Perimeter - June 2020 - 61
Supermarket Perimeter - June 2020 - 62
Supermarket Perimeter - June 2020 - 63
Supermarket Perimeter - June 2020 - 64
Supermarket Perimeter - June 2020 - 65
Supermarket Perimeter - June 2020 - 66
Supermarket Perimeter - June 2020 - 67
Supermarket Perimeter - June 2020 - 68
Supermarket Perimeter - June 2020 - 69
Supermarket Perimeter - June 2020 - 70
Supermarket Perimeter - June 2020 - 71
Supermarket Perimeter - June 2020 - 72
Supermarket Perimeter - June 2020 - 73
Supermarket Perimeter - June 2020 - 74
Supermarket Perimeter - June 2020 - 75
Supermarket Perimeter - June 2020 - 76
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