Mission Produce Launches New Organic Avocado Packaging, Robb Bertels and Megan Berenbach Comment
- by Eva Roethler
OXNARD, CA - As the organic segment continues to reinvent itself to match consumer preferences, Mission Produce has announced a bold new way to highlight organic avocados with the debut of a new organic avocado box. The new design, available in a double layer box as well as a single layer flat, is a bright white box featuring a royal purple stripe, along with Mission’s classic branding.
“The new packaging is unique, clean, and bright,” said Robb Bertels, Vice President of Marketing, according to a press release. “Based on the popularity and growth of the avocado category–and especially organic avocados–we feel strongly that we need to do more to highlight organic for retailers and consumers alike. According to the Hass Avocado Board, over 50% heavy avocado users consider organic to be an important attribute when they are on the path to purchase. We don’t expect that to slow down, and anything we can do to highlight organic will benefit the category.”
For years, Mission has packaged its organic avocados with purple PLU stickers and has utilized purple mesh and bag straps to help retailers and consumers distinguish organic from conventional avocados in the store. The addition of this new box further extends the emphasis on Mission Organics.
“This box will call out organic avocados in the back room, as well as on the sales floor. It helps to highlight the organic fruit for backroom staff and will help them identify inventory as they pull Mission Organic avocados for display,” said Megan Berenbach, Organic Category Manager. “As the organic category grows, we made it a priority to support our customer’s needs with updated packaging.”
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