The Oxnard, Calif. based avocado leader, Mission Produce, is inspiring all retailers to work smarter, not harder in their latest campaign, “Size Minded.” The campaign is a data-driven merchandising program that offers retailers a strategic tool to develop an ever-evolving avocado category. The program will motivate retailers to grow with consumer demand in a new way and encourages them to capitalize on what the tree is producing by carrying a two-size bulk selection.
In a recent study by Avocados From Mexico, it was discovered that “Seventy-four percent of avocado shoppers would buy more if they saw more displays around the store.” This means retailers who develop this top five produce category and offer a two-size bulk selection will attract new shoppers and increase sales velocity.
“Today’s consumers are looking for avocados based on their preferred usage,” stated Denise Junqueiro, Director of Marketing. “There might be times when shoppers are looking for a small avocado as a grab and go option or to use as a topping and not have leftovers. Other times shoppers may want a large avocado for their toast or even a jumbo size option to use for a stuffed avocado or guacamole,” continued Junqueiro. “This ‘Size Minded’ campaign provides retailers with the support they need to offer shoppers different size options for all Avo-ccasions.”
“Our objective with this program is to motivate retailers to view their SKU profile in a new light,” stated Brent Scattini, Vice President of Sales and Marketing. “By being the avocado leader with the best intel we are able to provide an unmatched level of expertise and support to help retailers offer a better value proposition to their customers across the board.”
“Trees do not produce only one size fruit,” added Patrick Cortes, Senior Director of Sales. “By taking advantage of our ‘Size Minded’ program, retailers will maximize on what the tree is producing regardless of the size curve, seasonality, or growing conditions.”
The “Size Minded” campaign is an advanced offering with winning solutions in both procurement and merchandising for retailers. The campaign will hit the shelves this fall with whip-smart point-of-sale materials and recipes that retailers can showcase in stores or via social media nationwide.
About Mission Produce:
Mission Produce owns and operates state-of-the-art avocado packing facilities in multiple global locations including California, Mexico and Peru. In addition, the company’s global distribution network includes 11 ripening and distribution centers in North America, China and Europe. Over the past 35 years, Mission has become recognized as the leader in the worldwide avocado business. www.worldsfinestavocados.com
Source: Mission Produce
