OXNARD, CA - The avocado category is primed for success as Mission Produce is arming retailers with a strong supply of the fruit through the fall and winter months. From a recent conversation with the avocado maven’s Hector Soltero, Senior Director of Sales Planning, and Jennifer Anazawa, Senior Category Manager, I gleaned exclusive insights on the current market and key opportunities for retailers to continue securing purchases in the category.
“Fruit from Mexico is currently plentiful in supply, high in quality, and balanced in sizing for the United States market,” says Hector Soltero, Senior Director of Sales Planning. “There is currently limited volume coming in from Chile, and the start of Colombian season is anticipated in the coming weeks. Mission Produce currently has ample supply for its bulk and packaged avocado offerings.”
Mission Produce’s anticipated strong avocado supply is expected to bring promotional pricing opportunities, which retailers can harness to drive category consumption.
“Throughout football season and into the playoffs, cross-promoting avocados with other party favorites like chips and sodas can help inspire consumer purchasing,” advises Senior Category Manager Jennifer Anazawa. “During the winter months, retailers have an opportunity to advertise avocado health benefits and capitalize on consumers’ new year’s resolutions to eat healthier. Mission Produce’s Opt For Avo merchandising is eye-catching and consumer-friendly to inspire shoppers to purchase avocados to get their ‘helping of healthy.’”
Retail promotions have seen great success in amplifying avocado demand. For example, IRI data shows that approximately 75 percent of avocado volume was sold on promotion during the week of Labor Day this year, supporting a 10 percent rise in avocado sales volume compared to the week prior.
With creative retail promotions and a steady supply of avocados from Mission Produce, retailers can maximize category demand and help shoppers Opt for Avo through the fall and winter seasons.
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