SANTA PAULA, California (June 7, 2010) – Calavo Growers Inc., world leader in marketing avocados and the California Milk Advisory Board have partnered to cross promote two of California’s most identifiable agricultural products, fresh California avocados and Real California Cheese.
One million instantly redeemable coupons for $0.55 cents off any purchase of Real California Cheese will be affixed to Calavo avocados sold by the bag. Calavo Growers markets avocados to the trade in a variety of ways, bags are one of those ways and they have a real value appeal to the consumer. Calavo avocados in bags are widely available in supermarkets and club stores around the country. Calavo Growers is currently featuring California avocados in their bags.
The California Milk Advisory Board (CMAB) is a state organization that was created to increase consumption of California dairy products and although its major emphasis is in promoting Real California Cheese, they also promote other California dairy products as well.
The CMAB has conducted coupon programs like the one with Calavo Growers Inc., and the redemption rates for these programs have been significantly higher than what one would expect from a cross-promotion coupon. While coupon promotions normally redeem at a 2% rate, the program with Real California Cheese have produced redemption anywhere from 6% to 14%.
Since June is the time when the California avocado season really starts to gather steam, we anticipate that the program with Real California Cheese will be a huge success.
Source: Calavo Growers Inc.