Naturipe, avocado commission partner on breakfast promo

05/14/2013 10:32:00 AM
Melissa Shipman

Naturipe Farms LLC, Estero, Fla., has partnered with the California Avocado Commission for its “Wake up to Breakfast with California Avocados” campaign.

The promotion will run through Fourth of July weekend, according to Kyla Garnett, marketing manager for Naturipe.

The promotion, which encourages consumers to eat more avocados for breakfast, was a natural fit for Naturipe, according to Garnett.

“We are always looking for new, innovative ways to encourage use of berries, and partnering with the California Avocado Commission made perfect sense,” she said in an e-mail.

As part of the promotion, the groups developed recipes that feature blueberries and avocados in breakfast and brunch dishes.

The groups’ goal with the creative recipes is to increase purchases and inspire more creativity at home.

“Our key objective of the promotion is not about price, but rather to open consumers’ eyes about how well these two good-for-you items go together,” Garnett said.

She also mentioned that purchasing both items for use in the recipes will increase produce sales.

No special pricing is set at this time, as the promotion is designed to be flexible.

“This type of no-price-based cross-promotion for retail offers them the flexibility to promote the items together as best fits their needs,” Garnett said.

Point-of-sale materials and recipe cards are available.

The avocado commission also has a breakfast-themed website, which is being featured through social media outreach efforts.

One of the recipes developed for the promotion, a parfait, was served at the Produce Marketing Association’s Women’s Fresh Perspectives Conference in April, where it met with a positive response, according to Garnett.

“There were comments that tasters don’t currently think about berries and avocados together, but they really enjoyed the dish,” she said.

Ultimately, the companies hope to create lasting growth for both commodities.



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