Giumarra Launches New Avocado Initiative, Including a New Bag Design
- by Jessica Donnel
LOS ANGELES, CA - Giumarra Agricom International has announced a new way to appreciate your avocados with the debut of its new Nature’s Partner avocado nutrition initiative. This announcement also includes a redesigned bulk avocado bag to target increasing consumption.
“Given their consumer popularity and reputation as a delicious superfood, we felt strongly about positioning avocados as a vital addition to a healthy lifestyle,” says Bruce Dowhan, Vice President and General Manager of Giumarra Agricom. “We are excited to share the bag and accompanying promotions with our retail partners and work with them to develop nutrition-focused programs designed to educate their consumers and increase avocado purchases.”
The bag was designed to promote Hass Avocado Board’s “Love One Today” nutritional messaging and touts the avocado’s “naturally good fats + cholesterol free” benefits.
“We are offering a customized nutritional marketing program to each of our customers to help them promote and sell more avocados to consumers,” says Gary Caloroso, Director of Marketing for Giumarra Agricom. “We will utilize our company’s nationwide network of respected registered dietitians and chefs to support our customers’ in-store and out-of-store communications vehicles in sharing the health benefits and varied uses of avocados to their customers.”
As the perfect complement, Giumarra also offers Nature’s Partner branded avocado racks for retail display purposes. The back of the bag also features a Hass Avocado Board-created recipe for an Avocado, Feta, and Apple Sandwich. The company’s new, rotating recipes will highlight avocados’ versatility and flavor.
“Since their introduction in 2013, the Love One Today mark and marketing campaign have been helping to support the industry's efforts to educate consumers about avocados’ health benefits. They were designed to complement and extend the marketing efforts of Hass Avocado Board members and the industry, and Giumarra’s new retail packaging is a perfect example of this synergy,” says Jamie Johnson, California avocado grower and Chairman of Hass Avocado Board.
According to a press release, Giumarra will be continuing its close work with avocado commodity board partners to create effective and creative ways to market its Nature’s Partner avocados grown in California, Mexico, Chile, and Peru.