Mission Produce's Super Bowl promotions focus on Emeralds in the Rough bagged avocados leading up to the game. ( Courtesy Mission Produce )

Mission Produce has a Super Bowl promotion plan — Emeralds in the End Zone — focusing on 2- and 3-pound bags of “beautifully-blemished avocados.”

The program encourages retailers to spotlight the Emeralds in the Rough bags of avocados in the two weeks leading up to the Super Bowl, which is Feb. 3, and then transition to promoting ripe bulk avocados during game week.

“Mission Produce’s Emeralds in the End Zone program provides retailers and consumers the best value for their dollar,” Patrick Cortes, senior director of business development at Mission Produce, said in a news release. “The grade 2 fruit is equal in taste and internal quality to the grade 1 fruit, but is a little rougher around the edges. As a result, it can be merchandised with a lower retail price point.”

Retailers should cross-merchandise with other Super Bowl snacks, using Emeralds in the End Zone point-of-sale materials to draw attention to the display, according to the release.

“This promotion was designed with the consumer in mind,” Denise Junqueiro, director of marketing, said in the release. “Emeralds in the Rough is the ideal avocado party pack for shoppers who are looking to win with their Big Game menu. With the rising consumption of imperfect fruit, an interest in sustainable foods, clever design and average lower price, we have no doubt that consumers are going to tackle this product as soon as it hits the stores.”