Supermarket Perimeter - April 2021 - 52

Produce

Avocados
BY ANDY NELSON

AMERICANS' SEEMINGLY ENDLESS APPETITE for avocados continues
to grow, and producers in California and Mexico are confident there will
be plenty of product to meet that demand as spring yields to summer.
California avocado growers are expected to ship about 292 million
pounds of avocados in the 2020-21 season, in the " average " range but
8% below a preliminary forecast, said Jan DeLyser, vice president of
marketing for the Irvine-based California Avocado Commission (CAC).
" Compared to many parts of the country California has had a very
mild fall and winter, but there were some weather events, including
wind, that impacted the very early season harvest, " DeLyser said. " That
shortfall seems to be behind us, and we're expecting promotable
volume starting in late April, with a range of sizes and excellent quality
for the rest of the season. "
Peak volumes should span a 15-week period beginning in late
April and lasting through August, DeLyser said. Growers expect the
promotable quantities and good sizing and quality to be met with
strong demand.
For 2021 the commission is adding some new
twists to its " the best avocados have California
in them " campaign, introduced for the 2019-20
season. CAC worked with a variety of artists
on the ad designs and will acknowledge
them in the ads themselves and via social
media, DeLyser said.
The commission will target markets
in western states through a variety
of media and social media channels,
including digital advertising, streaming
video and audio.
In addition, CAC will roll out what
DeLyser describes as " unique out-of-home

advertising " in its local California markets. And the commission will
continue its work with brand advocates, including registered dietitians,
chefs and other influencers, to better communicate with consumers.
Retailers can also look forward to new creative public relations
activities planned to encourage consumers to seek out California
avocados in season, including virtual events and activities to reach
influencers and consumers in a pandemic environment, DeLyser said.
CAC is also upping the ante on customized programs for retailers and
foodservice operators.
" We understand that their needs vary, and our team is nimble not just
with planning but with executing these programs. "
CAC enters the 2021 peak season with a full head of steam and a lot
of confidence, given the success of its marketing efforts last season.
" The 2020 California Avocado Tracking Study and other consumer
research showed that our advertising campaign did a great job last
year, " DeLyser said. " The commission took the learning from consumer
ad testing and applied that to our 2021 campaign, and we are very
excited about the results. "

Destination: Cinco
Demand for Mexican avocados is expected to be strong leading up to
Cinco de Mayo, one of the top avocado promotion periods of the year,
said Stephanie Bazan, vice president of trade and market development
for Dallas-based Avocados From Mexico (AFM). In the three weeks
leading up to Cinco, weekly exports from Mexico to the United States
should be in the 50 to 60 million pounds range.
Avocados from Mexico will be ready, with a shopper marketing
campaign " Thank Guac It's Cinco, " that features a partnership with
tomato shipper NatureSweet and Bud Light.
" Co-purchase between avocados, tomatoes and beer is already high
and NatureSweet and Bud Light are a perfect partnership to celebrate

292 million

pounds of avocados
California growers expect
to ship in 2020-21

52 - APRIL 2021

50-60 million

pounds expected in each
of the three weeks leading
up to Cinco de Mayo

64%

percentage of US households
that bought avocados in 2019

supermarketperimeter.com

277 million

pounds of Mexican avocados
shipped to the US in
the four weeks leading
up to the Super Bowl

CAC, JCHIZHE - STOCK.ADOBE.COM

Avocados, by the numbers


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Supermarket Perimeter - April 2021

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