“They’re in ads regularly and they’re priced aggressively,” Odron said.
“Avocados have become more than Super Bowl thing, and displays have to reflect that,” he said.
That means a variety of retail promotional efforts, said Dana Thomas, president of Bloomington, Calif.-based Index Fresh Inc.
“Like most produce items do, we do demos, we do in-stores, display contests for produce managers. We have consumer promotions where people can win things, we have radio tags in most of the major markets, we’ll pay for ads for retailers, we support retailers’ in-house programs,” he said.
All of the above have proved effective in driving consumption growth over time, he said.
Multiple displays also help, said Rob Wedin, vice president of sales and marketing with Santa Paula, Calif.-based Calavo Growers Inc.
“A lot of the markets that were underdeveloped, especially as you go east of the Mississippi, used to only have one display, and now they’ll have two or maybe three displays, so you’re giving consumers options from which to choose, and a lot more people now east of the Mississippi are running really high-quality ripe programs,” Wedin said.