July 4th could jump to No.1 for avocado sales

03/14/2012 01:22:00 PM
Tom Burfield

“People have really jumped on board,” Wedin said.

Cinco de Mayo’s the top

Eco-Farms Corp., Temecula, Calif., experienced a significant pre-Super Bowl sales increase, said Steve Taft, president and chief executive officer.

In all, almost 14,000 retailers featured avocados on ad for the Super Bowl, he said — almost twice the usual number.

For Eco Farms, though, Cinco de Mayo is the biggest holiday, and Taft said the company also may make a big push for the Fourth of July.

Mission Produce in Oxnard, Calif., experienced three weeks of heavy volume around the Super Bowl, said Ross Wileman, vice president of sales and marketing.

“It’s a very important holiday,” he said.

Consumers seem to turn to avocados for just about every holiday and every party or family get-together, Wileman said.

“They put guacamole out for the first time, and it’s all gone in about half an hour,” he said, “so the next time there’s a holiday, they do it again.”

DeLyser echoed that sentiment.

“Whenever there’s a reason to bring people together, that’s your reason to be promoting California avocados in season,” she said.

Holidays can have a bonus effect, Wedin added.

The promotions that go with the holiday can generate excitement that begins well before the occasion itself and remain long afterward, he said.


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