Supermarket Perimeter - May 2023 - 3

Editor's note
Editorial
JOHN UNREIN
Editor
ANDY NELSON
Managing Editor
HAYLEY HYER
Digital Media Associate Editor
Publishing
TROY ASHBY
Publisher
GRETCHEN WAGNER
National Account Executive
LAUREN JULIANA
Inside Sales Specialist
KATHI D. GILLELAND
Senior Director of Marketing
and Promotions
WHITNEY HARTMAN
Sales Enablement Specialist
DUSTIN PICKMAN
Audience Development Director
CARLEA SCHULER
Audience Database Specialist
JON HALL
Director of Digital Media
CARRIE FLUEGGE
Digital Advertising Manager
NORA WAGES
Advertising Manager
ANNIE FOURNIER
Advertising Coordinator
ELISABETH SPILLMAN
Design Services Manager
MARJ POTTS
Production Specialist
BECKY WHITE
Senior Design Consultant
FIONA DANKER
Senior Graphic Designer
KATELYN BETZ
Graphic Designer
JIM WHITE
Promotions Manager
ABBY CHRONISTER
Promotions Media Designer
Corporate
CHARLES S. SOSLAND
Chairman and CEO
L. JOSHUA SOSLAND
President
STACI GRECO
Chief Financial and
Administrative Officer
MEYER SOSLAND
Chief Operating Officer
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supermarketperimeter.com
MAY 2023 - 3
ANDY NELSON
anelson@sosland.com
Brand power
The next time we visit Idaho, my wife has
expressed her wish to stay in the Airbnb " hotel "
in the shape of an Idaho russet potato. In fact, I
could see her using that as an excuse to go to the Gem State in the first place.
Congratulations, Idaho Potato Commission: your brand marketing is working.
Traditionally, when most people have shopped for fresh fruits and vegetables, they
haven't been as brand-conscious as they were when buying packaged center-store items.
But that reality is quickly changing. Idaho potatoes are just one of many brands that have
pushed their way even further into the public consciousness. It's not uncommon to see fresh
produce on national TV, for instance, including on the biggest stage of all, the Super Bowl.
The avocado industry is another corner of the fresh produce marketplace that has fully
embraced its brand identity.
In the avocado category, branding has become more prevalent in a variety of areas,
said Terry Splane, vice president of marketing for the Irvine-based California Avocado
Commission.
Calling out brands and origin more prominently through advertising and merchandising
has been possible due to the marketing funds generated by boards and commissions,
he said.
In the case of avocados, it's hard to get a brand message on a sticker on an individual
piece of fruit. Bagged avocados, by contrast, provide enough " real estate " to prominently
communicate a brand as well as other messaging. Bagged avocados have grown
significantly in the past several years.
South of the border, meanwhile, Avocados From Mexico has, from its inception, made it a
goal to become the first produce brand with a CPG mentality, said Alvaro Luque, the group's
CEO and president.
" And we're doing it. We started with a 20% consumer brand preference in 2013, and now
we are by far the preferred brand of avocados in the country. To accomplish that, you need
to believe in the power of brand building. "
Now if they can just come up with an avocado-shaped house, preferably on the beach.
I'd be happy to write about it (and perhaps stay a few days).

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Supermarket Perimeter - May 2023

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