( Courtesy Mission Produce )

Oxnard, Calif.-based Mission Produce is promoting its Emeralds in the End Zone avocado campaign in the lead-up to college bowls and professional football playoff season.

The promotion focuses on Mission Produce’s Emeralds in the Rough, the company’s grade-2 fruit with blemishes that come in 2- and 3-pound bags.
Retailers can promote Emeralds in the Rough as a pack and, closer to the Super Bowl, switch to bulk ripe fruit for last-minute shoppers, according to a news release.

“The market is experiencing sizable volumes of grade-2 avocados, providing plenty of product to take advantage of competitive pricing for Emeralds in the Rough,” Patrick Cortes, senior director of business development, said in the release. “There is no better time to advertise this winning game day party pack than during the weeks preceding The Big Game.”

Retailers can benefit from incremental lifts while serving shoppers who don’t place a big priority on perfect appearance, Cortes said.

“In addition to this, retailers will make it to the end zone by using smart merchandising and incorporating the Emeralds in the End Zone campaign into their advertisement efforts,” Mission Produce director of marketing Denise Junqueiro said in the release.

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