Supermarket Perimeter - February 2024 - 65

Recent retail promotions from AFM that have driven significant
volumes include:
* A SuperGood Cause: AFM partnered with Susan G. Komen for the
third consecutive year to turn produce aisles pink. And in 2023 the
association became the first produce brand to sponsor a college
football bowl game, the 2023 Avocados From Mexico Cure Bowl, a
post-season bowl game that benefits cancer research.
* Guac Makes Homegating Better: In the fall, AFM became the first
produce brand to partner with the College Football Playoff as the
official avocado of the CFP.
* Host a Better Bowl: AFM recently announced its 360 national
shopper marketing campaign to get retailers ready for the Super
Bowl in 2024. The association partnered with football, food and
reality TV star Jesse Palmer to encourage shoppers to Host a Better
Bowl - a game-day viewing party made better with guacamole
made with Avocados From Mexico. As part of the promotion,
AFM is offering shoppers prizes, recipes, and hosting tips from
Jesse Palmer.
" We are focusing on strategic merchandising and working to build a
presence in stores beyond the produce section, " Bazan added.
One of those efforts involves displaying products in the perimeter.
AFM is rolling out its perimeter store program with rebate offers on
items like tortillas and eggs that pair well with avocados.
Logistical advantage
Robinson Fresh's avocado program has the advantage of being backed
by its parent company, C.H. Robinson, which moves more truckload
freight than anyone else in North America.
" We have an unmatched carrier network that allows us to not only
offer high-quality avocados, but also provide transportation capacity
assurance so we can successfully deliver on time and in full to meet the
growing demand, " Acosta said.
Looking at the 2023-24 season, avocado sizes have been peaking on
48s and 60s for Robinson Fresh, and the company hopes to supplement
with enough jumbo-sized fruit to meet the demands of its customers,
Acosta said.
Volumes shipping in the US are higher than last season, he added.
" Overall, we envision positive retailer buy ins and increased retail
velocity as we head into some key promotional periods in 2024. "
Sustainability will continue to be a major focus for Robinson Fresh's
fresh avocado program in 2024, Acosta said.
" Working side by side with companies who share the same ESG
goals is extremely exciting. We have seen that adding in sustainability
packaging or a post-harvest technology that extends the shelf life has
been extremely successful. And point of sale signage that educates
consumers about sustainability efforts can help increase sales and make
a greater impact on the environment. "
Another trend that Robinson Fresh continues to track is the boost
holidays give to avocado sales at retail.
" When people gather for the holidays or celebrations, avocados
are commonly incorporated into party plans for a delicious, easy and
healthy snack, " Acosta said. " Whether it's guacamole for guests to snack
on or fresh avocados served with your favorite meal, avocados are a
party favorite. "
supermarketperimeter.com
IT'S IN THE BAG
Avocado sizes are trending smaller this season, which
is perfect for bagged programs, whose popularity is on
the rise, said Peter Shore, vice president of product
management for Calavo Fresh Sales.
" Bags are increasing in volume, " Shore said.
" Consumers are able to purchase four to eight
avocados at once. Typically bags are medium to small
avocados, which can be a single serving. "
Bags also offer the space for recipes, handling tips and
other marketing, Shore said.
Bagged avocado sales have gained 10 share points since
2019, according to Circana data cited by AFM. The
association has Avocados From Mexico has leveraged
that growth by increasingly offering branded bag
programs during big consumption periods like the
Super Bowl and Cinco de Mayo.
" We've been able to feature savings offers on these
bags to help either drive repeat purchase and/or
encourage the purchase of multiples, " said Stephanie
Bazan, senior vice president of commercial strategy
and execution for Avocados From Mexico (AFM).
FEBRUARY 2024 - 65

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Supermarket Perimeter - February 2024

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