Avocado marketing reaches many different consumers - The Packer

Avocado marketing reaches many different consumers

02/28/2013 04:41:00 PM
Vicky Boyd

DeLyser said some packers offer racks or stands that allow retailers to move displays of bagged avocados around the store.

West Pak Avocado is one of those that offers retailers portable secondary displays, such as bag racks and display bins, for cross-merchandising opportunities, Meyer said.

Examples include displaying bagged avocados near the deli section, near the chip aisle or in the store front, which can prompt impulse purchases.

“Bags are another growth vehicle that continue to do well for us,” he said.

Bagged avocados may have started as a club-store item, but Dave Fausset, sales and category manager for Mission Produce Inc., Oxnard, Calif., said their popularity has spilled over into traditional retailers.

“We’re finding the bag program continues to increase across the country, whether it’s in the club stores or even traditional retailers,” he said. “What (traditional retailers) are finding when they put out bags, it’s not cannibalizing their individual sales. They’re actually finding a different customer.”

Bagged products also are popular with customers of Index Fresh Inc., said Dana Thomas, president.

The Bloomington, Calif.-based grower-packer, which markets under the AvoTerra label, offers a wide variety of configurations based on fruit count or weight.

“We’ve found in the avocado category that you can run multiple displays and not cannibalize sales,” Thomas said. “You might have a size 48, you might have a smaller product and you might have a bag with four or five count — each at a different price point because you’re reaching a different consumer.”

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