Cooler weather is just around the corner, and while avocados are in demand year-round, the fall sports and back-to-school season spells big business for this fruit with so much fanfare. But with rising food costs across the produce department, how might inflation impact avocado sales and promotions? To learn more, The Packer connected with Robert (Bobby) Fingerlin, who works in sales and business development for the Corona, Calif.-based Index Fresh, a worldwide marketer of avocados with locations in California and Texas.
Given rising food costs, does a different approach need to be taken with fall avocado marketing at retail this year?
Fingerlin: I think marketing will focus on the bagged avocados as well as the smaller sized avocados. One of the best sellers so far this year has been the 12/2-pound minis that Index Fresh provides. This bag consists of size 96’s, which allows for the consumer to use all of the avocado and not have any go to waste.
What can you tell us about Index Fresh’s fall retailer initiatives and promotional campaigns?
The fall is a great time for the avocado industry, there are still multiple country of origin [options] available for retailers to run promotions. Back to school and Labor Day promotions are two of that stand out the most for me.
How, if at all, do your fall marketing efforts differ from other times of year?
Avocados are so versatile and are simply a year-round commodity. Back to school is a great time for retailers to promote avocados, as families will travel a bit less, making it easier to eat at home.
What are you expecting in terms of supply of avocados this fall compared to last year?
The avocado industry should be flush with avocados through September. The months of October-December is when we will see U.S., Colombian and Peruvian fruit disappear. That being said, we are expecting a large crop out of Mexico, [with] plenty of fruit to support U.S. demand.
Can you share merchandising tips for retailers looking to drive fall avocado sales?
Be open to multiple sizes, different country of origins, and utilizing Index Fresh’s value-add items such as bagged avocados. Bagged avocados continue to dominate retail markets, but another great way to drive sales is by offering preconditioned avocados.
