Mission Produce, the world’s leading producer, distributor, and marketer of fresh Hass avocados, is gearing up for The Big Game by announcing its Emeralds in the End Zone retail campaign,a strategic promotion that offers retailers and shoppers a winning game day value. Emeralds in the Rough are two or three-pound bags of grade 2, beautifully-blemished avocados — the perfect ingredient for that game day party spread.
“Mission Produce’s Emeralds in the End Zone program provides retailers and consumers the best value for their dollar. The grade 2 fruit is equal in taste and internal quality to the grade 1 fruit, but is a little rougher around the edges. As a result, it can be merchandised with a lower retail price point,” said Patrick Cortes, sr. director of business development.
Mission Produce drew up a game plan that will help retailers score big off of the Emeralds in the End Zone promotion. To kickoff this campaign, the company is encouraging retailers to spotlight Emeralds in the Rough avocados for the two weeks leading up to The Big Game, and then transition to promoting ripe bulk avocados during game week. Mission Produce also notes that it is important to crossmerchandise with other game day provisions, and use the impactful Emeralds in the End Zone point-ofsale material to draw attention to the display and communicate the value of the avocados.
“This promotion was designed with the consumer in mind,” says Denise Junqueiro, director of marketing. “Emeralds in the Rough is the ideal avocado party pack for shoppers who are looking to win with their Big Game menu. With the rising consumption of imperfect fruit, an interest in sustainable foods, clever design and average lower price, we have no doubt that consumers are going to tackle this product as soon as it hits the stores.”
About Mission Produce: Mission Produce operates state-of-the-art avocado packing facilities in California,
Mexico, Peru and Chile. In addition, the company’s global distribution network includes nine ripe centers in North America, with additional ripe centers in Europe and China. Over the past 35 years, Mission has grown to become the leader in the worldwide avocado business.
