Mission Produce launches ‘Discover the Mission’ marketing campaign

Oxnard, Calif.-based Mission Produce Inc. has launched the "Discover the Mission Advantage" marketing campaign.

The campaign will communicate the key differentiators that Mission Produce offers to retail, wholesale, and foodservice customers throughout North America as a preferred supplier of avocados and mangoes, according to a news release.

Throughout the campaign, Mission Produce is rolling out functional tools and resources to its partners to promote program profitability, reduce in-store shrink and attract more shoppers, the release said.

"Mission Produce is the world’s most advanced avocado network with many unique advantages that enable our customers to drive sales and grow their avocado and mango categories,” Diana McClean, director of marketing and communications, said in the release. “Through the ‘Discover the Mission Advantage’ campaign, we’re elevating our marketing and branding strategy to effectively highlight these advantages to our customers, so they can discover why we are the preferred partner of high-quality, ripe avocados and mangoes. Our capabilities are aligned with customer needs so they can count on us to fulfill their demand with high-quality fruit and profitable programs.”

Mission Produce’s ‘Discover the Mission Advantage’ campaign will highlight the company’s brand pillars, which, according to the release, include:

• World-class global marketing and distribution network — The company’s global network is designed to serve customers in 25 countries.
• Diversified sourcing and vertical integration for a year-round supply — Mission Produce leverages vertical integration, precision farming and strong grower relationships in premium growing regions to provide a reliable, year-round supply of high-quality fruit.
• Masters in the art of ripening — Mission has four decades of employing a science-based ripening process.
• Data-driven intelligence powered by AvoIntelTM — Mission invests in data-driven category intelligence and offers an award-winning category management platform to help its partners build successful programs, attract more shoppers and reduce shrink.
• Elite customer service — The company leverages the advanced capabilities of its global network to cater to the unique needs of customers, offering comprehensive end-to-end service to maximize efficiencies, drive demand and build profitable programs.

Mission Produce has begun the campaign by strategically marketing its mastery in the art of ripening with media creative, advertising, social media and newsletters to educate partners on why ripeness matters to shoppers, the release said. More information about the Mission Advantage and resources are available through Mission Produce's website.

Mission Produce will be at booth No. 1073 from Oct. 20-21 during the International Fresh Produce Association's Global Produce & Floral Show in Anaheim, Calif.