NORTH AMERICA - The Big Game is coming quick, and while many eyes will be focused on the commercials, and perhaps the game itself, this is also a time when tastes are focused on avocado-fueled treats.
“We’re very excited about having very good supply for Super Bowl demand,” Doug Meyer, Senior Vice President of Sales and Marketing, of West Pak tells me. “Quality has been good, we’ve been very pleased with the performance of the avocados on the shelf.”
Jan DeLyser, VP of Marketing for the California Avocado Commission (CAC), said that we’re looking at record levels before kick off with good quality.
“Volume from all sources will be at a record high with Big Game Consumption estimated at 139,404,900 pounds or 278,809,800 avocados to be consumed during this year’s festivities,” Jan said. “That compares to 123,146,548 pounds consumed in 2015.”
Good news considering that trends are proving to lean towards the fruit not just for the Super Bowl, but for the entire month of January.
“What we are really seeing is that the entire month of January shows good demand,” Doug said. “Super Bowl is more of a finale to that high demand, with the healthier eating after the holidays.”
For avocados coming out from our neighbors to the South, Rob Wedin, VP of Sales and Fresh Marketing for Calavo Growers Inc., explained that the weather has been good to the fruit.
“December’s weather in Mexico was sunny and clear, and we are in the middle of the season, so the avocados have a mature appearance and delicious flavor,” Rob tells me. “The avocado volume that will be produced for the NFL play-offs and Super Bowl is expected to be another record this year at 25% greater than 2015.”
So what does this mean for the retail end? Well for one, the opportunity to promote local, Jan says. “With this year's fruit maturity, sizing, and eating quality some growers will be harvesting in support of key account promotions for the Big Game promotions, it is a wonderful opportunity for retailers in California to promote local since the game will be played in Santa Clara, CA.”
With that, CAC recommends merchandising and more merchandising, with displays and P.O.S. to draw attention to avocado displays. Cross merchandising with other guacamole fixings is also recommended to help build that higher basket ring.
George Henderson, Marketing Manager for West Pak, said that the company will internally be hosting social media events to help build on the high demand the season brings. “We have some internal events we are putting together. We are also expecting some extra weight with this being the 50th year for the Super Bowl and we’re excited to see what avocados will add to that popularity.”
And this month is reportedly just the beginning, with volume expected to build through March for California avocado growers. “We expect to see peak availability from April through July, with harvest continuing into the fall,” Jan said.
AndNowUKnow will continue to keep you up to date as the demand for healthier foods and a produce-centric football snack kick off even more for the avocado market.
West Pak Avocados California Avocado Commission Calavo Growers
