Supermarket Perimeter - February 2025 - 60

Produce: Avocados
Cross merchandising 101
Cross merchandising California avocados in
other supermarket perimeter departments
is an excellent way to encourage incremental
sales, said Terry Splane, vice president
of marketing for the California Avocado
Commission.
" Displays near the deli or the bakery are
perfect for spring and summer sandwich
promotions and in the meat section can help
promote Cinco de Mayo dishes or build a
burger programs. "
The California Avocado Commission provides
display bins to participating retailers to
support cross merchandising programs.
Avocados From Mexico (AFM), meanwhile,
recommends, for feature avocado displays,
utilizing current produce feature display
standards, preferably cross merchandising
with tomatoes or other traditional guacamole
produce-fresh items to create guacamole.
Other musts, according to AFM:
* Handle with extreme care. Don't " dump "
fruit when replenishing displays.
* Sweep display for daily product rotationhard
fruit on bottom, ripe fruit on top.
* Display avocados on tables with current
produce merchandising standards,
preferably next to tomatoes or other
preferred produce items for natural
color breaks.
* Merchandise secondary avocado displays
at the end of produce displays/tables,
using avocado boxes.
Mexican avocados, American football: a winning combination
In 2025, Avocados From Mexico (AFM) is once again banking on Americans'
love of football in its marketing efforts.
" We know that there is a strong association between guacamole and
football, " said Stephanie Bazan, senior vice president of commercial strategy
and execution for AFM.
There are more than 1,900 football viewing occasions across the entire
football season, when you include college, the NFL, the bowl games the College
Football Playoffs and NFL playoffs and, of course, the Super Bowl.
" That's 1,900 occasions to consume guacamole at get-togethers, " Bazan said.
" And we know that the football viewership is also projected to increase in the
coming years, so football represents a great opportunity to grow consumption. "
The College Football Playoffs are an outstanding example. They fall,
Bazan said, during a period when Mexico is the leading avocado supplier in
the market.
The association's programming during this season's playoffs encompassed
various shopper and trade elements for grocery including branded packaging,
displays, and consumers savings offers.
For the Super Bowl, meanwhile, AFM's efforts centered around NFL icon Rob
Gronkowski.
As part of its partnership with " Gronk, " AFM supplied retailers with in-store
displays that featured him getting ready for game day with his favorite
" Gronkamole " recipe featuring buffalo sauce.
Life-sized standees, branded packaging and promotional displays with the
guac-loving, Buffalo, N.Y. native showed consumers that no matter their guac
style, it's Always a Good Bowl with Gronk.
" AFM's football shopper and trade promotions have generated excitement
with our retail partners as they want to capitalize on sales around each of these
football viewing occasions, " Bazan said. " The various elements that we've
developed drive traffic to stores and engage with shoppers, ultimately helping
drive basket ring. "
After the Super Bowl, AFM and its supplier partners will gear up for Cinco
de Mayo.
In 2025, the association has planned in-store promotions that include
branded packaging, thematic displays, and more, Bazan said.
60 - FEBRUARY 2025
supermarketperimeter.com
California Avocado Commission, Avocados From Mexico
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Supermarket Perimeter - February 2025

Table of Contents for the Digital Edition of Supermarket Perimeter - February 2025

Supermarket Perimeter - February 2025 - Intro
Supermarket Perimeter - February 2025 - 1
Supermarket Perimeter - February 2025 - 2
Supermarket Perimeter - February 2025 - 3
Supermarket Perimeter - February 2025 - 4
Supermarket Perimeter - February 2025 - 5
Supermarket Perimeter - February 2025 - 6
Supermarket Perimeter - February 2025 - 7
Supermarket Perimeter - February 2025 - 8
Supermarket Perimeter - February 2025 - 9
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Supermarket Perimeter - February 2025 - 11
Supermarket Perimeter - February 2025 - 12
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