Avocado game plan

12/01/2012 03:51:00 PM
Pamela Riemenschneider

There’s big game in avocado promotions, especially this time of year.

From holiday entertaining to college and professional sports watch parties, avocados play a major role in consumers’ menu plans. That’s why major importer associations have a full roster aimed at inspiring consumers to use avocados in multiple ways.

The Mexican Hass Avocado Importers Association has an array of national television, print, radio and in-store merchandising promotions that focus on versatility, marketing director Jackie Bohmer says.

“We are working on several partnerships to increase avocado consumption usage beyond guacamole,” she says.

avocado game plan produce retailer magazinePamela Riemenschneider Such as avocados on pizza, for example.

“We want consumers to know avocados can be used for breakfast, lunch and dinner,” she says.

And even dessert. One of MHAIA’s point-of-sale cards includes a recipe for avocado cheesecake.

MHAIA’s television game plan for December includes spots on the Food Network, Bravo and HGTV.

Mexican avocado crop volumes are expected to be big — 20% higher than last season — so the Avocado Producers and Exporting Packers Association of Michoacán boosted its marketing budget by $8 million, marketing director Eduardo Serena says.

This year, Avocados from Mexico will have plenty of fruit to promote and is offering retailers a multitude of ways to tie avocados into their integrated marketing programs.

“This is an excellent way to help us further increase usage and drive demand in-store during the holiday season,” Serena says.

Chile also expects to have higher volumes this season. The Chilean Hass Avocado Importers Association expects 25% more fruit this season.

 

Healthier holidays

Consumers looking for more nutritious options for holiday treats can find them in the avocado display.

Avocados fit in with many baked treats as substitutions for butter or oil in brownies, cookies and cupcakes.

The result: moist, guilt-free goodies, Serena says.

Avocados from Mexico is helping spread that message with a consumer sweepstakes on Facebook in December, supported by a full-page, free-standing insert, online and mobile ads on popular food websites, in-store signage in thousands of retail locations, and outreach to influential food bloggers.

MHAIA reached out to women’s food and lifestyle publications for healthful New Year’s resolutions with suggested recipes to help cut fat, not flavor, Bohmer says.

 

Game time


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