The Peruvian Avocado Commission is poised to score big in the Midwest and across the country this season. By launching a new promotional partnership with the Cincinnati Reds, the commission is tapping into a massive, underserved market to introduce a new wave of baseball fans to the joy of Peruvian avocados.
As part of AFP’s partnership with one of baseball’s most historic franchises, the Reds have designated Avocados From Peru as its “Official Avocado.”
“Ohio represents one of the most exciting growth opportunities for the avocado category,” says Xavier Equihua, president and CEO of the Peruvian Avocado Commission. “While avocado consumption in the Midwest continues to grow, it still trails many coastal markets, creating tremendous potential to attract new consumers and expand category sales through targeted promotions and consumer engagement initiatives.”
Equihua says the opportunity to tap into an underserved market and increase avocado consumption was also the inspiration behind last year’s partnership with the Detroit Lions and its activation with the Cleveland Browns several years ago.
“We’re making significant investments in the Midwest because we see tremendous long-term growth potential for the avocado category,” says Equihua. “Our strategy goes far beyond traditional retail promotions. By partnering with beloved baseball and football teams, we’re connecting avocados with sports culture, healthy living and community pride.”
According to Equihua, this strategy differs from many commodity marketing programs because it relies on partnerships with professional sports organizations rather than individual celebrity influencers.
“Our influencers are the teams we partner with,” he says.
While Equihua says retail merchandising remains important, he thinks today’s consumers expect more than bins and signage.
“That’s why we partner with teams and organizations that already have passionate audiences and strong community connections,” he says. “Unlike many marketing programs that rely on individual influencers, our influencers are the teams we partner with. They are trusted, respected and deeply connected to their fans.”
Cincinnati is also an ideal market in which to expand avocado consumption due to its strong retail presence, he says. Kroger calls the city its home, and other major players, including Aldi, Walmart, Sam’s Club and Costco, have strong footholds as well.
The campaign also includes a consumer sweepstakes centered on a custom AVO Reds Toyota Tacoma pickup truck. AFP says the promotion is designed to connect baseball fans with Peruvian avocados during one of the most important seasonal windows for fresh avocado consumption.
“Any effort that promotes avocado consumption benefits the entire category,” says Equihua. “Our objective is not only to support Avocados From Peru, but also to help retailers grow overall avocado sales by attracting new consumers and increasing purchase frequency.”
This year’s consumer sweepstakes to win the Toyota truck drives additional engagement and sales, he says.
“Consumers respond to excitement and experiences,” says Equihua. “Programs such as the AVO Reds Toyota Tacoma sweepstakes create engagement, generate awareness and give consumers another reason to interact with the avocado category.”
While Equihua says AFP loves promoting avocados in coastal markets, he sees some of the greatest opportunities for future category growth in the Midwest.
“That’s where we believe targeted marketing investments can have the greatest impact,” he says.
Ready to Weather the Season
While ProHass, the Association of Producers and Exporters of Hass Avocados from Peru, is reporting that unusual coastal heat is accelerating the harvest — potentially wrapping up the Peruvian export season by mid-August instead of mid-September or October — Equihua is keeping a watchful eye while moving forward with major marketing plans.
“The Peruvian season typically extends through September and into October, but unusually warm conditions along the Peruvian coast are accelerating harvest timing,” says Equihua. “We’re monitoring the situation closely, but it’s still too early to determine the ultimate impact on the season.”
Equihua also notes that the early end to the export season would be on avocado shipments leaving Peru for the U.S. and not necessarily an early end to supplies in the U.S. market.
However, market disruptions give retailers even more reasons to source avocados from a variety of growing regions, he says.
“One of the lessons from this season is the importance of supply diversification,” he says. “Retailers are best served when they have access to multiple avocado-producing regions throughout the year. Diversification helps manage supply disruptions, improves program continuity and ultimately benefits both retailers and consumers.”
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