Naturipe Farms LLC and the California Avocado Commission have begun a joint promotion of berries and avocados.
The Irvine, Calif.-based commission includes recipes with Naturipe berries in its “Wake Up to Breakfast with California Avocados” promotion. Both brands also appear in recipes for avocado blueberry muffins and a power breakfast parfait available in retail display booklets, on social media and the commission’s breakfast-themed online microsite.
To tout the idea of pairing berries with avocados, Naturipe plans to print recipes featuring California avocados on some packaging. The company’s blueberries will come with a recipe for avocado pineapple blueberry salad, according to a news release. Its strawberry packages will have one for sweet and savory tilapia tacos. A quick response code will take consumers to a shopping list.
The joint promotion runs March through October, avocado season in California.
“While it may not be intuitive to promote berries and avocados together, the co-marketing recipes and programs that we have developed demonstrate just how well these two fruits are when combined,” Robert Verloop, Naturipe Farms executive vice president of marketing, said in the release.
For its Fourth of July promotions the commission plans a retail recipe booklet, “Have a Blast with California Avocados,” that will include two berry recipes: red white and blueberry salsa and avocado banana blueberry bang.
“Co-marketing with another strong produce brand, Naturipe, and promoting innovative produce pairings such as avocados and blueberries encourages California avocado consumption and overall produce sales,” Jan DeLyser, the commission’s vice president of marketing, said in the release.
Both organizations are also publicizing nutritional information, including some benefits that berries and avocados have in common.