Avocado suppliers and retailers kick off Super Bowl plans
It’s still December, but suppliers of avocados and avocado-related products say it’s not too early to start making plans for 2024 Super Bowl promotions.
The game has become a U.S. institution since the first one was played 58 years ago. CBS Sports, which will broadcast the game on Feb. 11, said 30-second commercial slots priced at about $7 million already are “virtually sold out.”
This year the Big Game — as the contest is often euphemistically referred to because of trademark regulations — was viewed by about 113 million people. A huge percentage of those viewers likely were enjoying guacamole or some snack involving avocados, and they’ll be doing the same for the 2024 matchup.
“The Big Game is the holiday/event for avocado and guacamole sales,” said Tara Murray, vice president of marketing for Rhome, Texas-based Fresh Innovations LLC, which markets several Yo Quiero-brand guacamole and avocado products.
“More guacamole is consumed during this time than any other occasion throughout the year,” she added.
Suppliers and retailers already have started planning for Super Bowl buying, said Diana McClean, director of marketing and communications for Oxnard, Calif.-based Mission Produce.
“Orders are coming in, growers are planning for harvest and our teams are all-hands-on-deck to supply all the ripe avocados needed for a successful game-time feast,” she said.
Industry sales volumes usually pick up around the end of January and remain high through the first week of February, she said. In the week prior to the game, retail sales volume can jump 20% to 30%.
“On the Friday, Saturday and Sunday leading up to the Big Game, over half of avocado purchases are made,” McClean said.
Shoppers look for avocados that are ripe and ready to eat, so they can prepare guacamole, avocado toast, stuffed avocados and even avocado smoothies, she said.
“We’ve seen enormous success with the marketing platform the Super Bowl provides, not only in terms of brand visibility, but also in driving demand,” said Stephanie Bazan, vice president of commercial strategy and execution for Dallas-based Avocados From Mexico.
An estimated 250 million pounds of avocados are consumed in the weeks leading up to the Big Game, she said. “Enough to cover a football field with more than 75 feet of guacamole.”
Super Bowl avocado consumption has almost doubled in 10 years, as has the volume of avocados consumed in the weeks following the Super Bowl, she said.
“We continue to break records when it comes to avocado imports from Mexico and have reached almost 2.5 billion pounds imported annually,” Bazan said.
Late January and February are peak season for avocados to meet the Super Bowl demand, said Peter Shore, vice president of product management for Calavo Growers Inc., Santa Paula, Calif.
Shore said he expected excellent quality, maturity and flavor this year with ample supplies and an even mix of sizes.
“Our two packinghouses in Michoacán and Jalisco will be producing at full capacity through January and into February,” he said. “Our four U.S. warehouses will be ripening and bagging fruit for just-in-time deliveries.”
The Super Bowl is one of the busiest times of the year for Wholly Guacamole, part of Saginaw Texas-based MegaMex Foods, said Chris Monahan, brand manager of Wholly products. Guacamole sales can increase 30% to 40% in the weeks leading up to the game compared with average weekly sales in December, he said.
Merchandising tips
Suppliers shared some merchandising suggestions to help retailers move more avocados during late December and into January and February.
“As we enter late December and early January, retailers can take advantage of many selling opportunities with the start of college bowl season as well as the NFL playoffs,” said Jay Alley, co-owner and vice president of sales at Fresh Innovations.
“Football watch parties have become huge eating occasions, and one of the top dips consumed is guacamole,” he said.
Since Yo Quiero products are made with fresh ingredients and located in the fresh refrigerated sections, it’s easy to cross-promote, said Murray of Fresh Innovations.
Products can be displayed with store-packaged chips and store-cut vegetables, she said.
“Also, well-designed displays in a cold case in front of the store with ground meat, chicken wings and so on, can become a one-stop Big Game shop for consumers,” she said. “Just add some football decorations, maybe some paper products and other items, and the store will help the customers get all they need in one spot.”
Calavo’s Shore suggested setting up multiple displays in the supermarket with bulk, grab-and-go bags and organics.
“Dual sizing — large jumbo and small avocados — in bulk displays and bags also helps,” he said.
And displaying more avocados in the ripe stage allows retailers to capture increased sales of avocados that are ready to eat, he said.
Mission Produce has been supporting its partners all football season by recommending merchandising strategies to get the most out of their avocado category, McClean said.
“For the Big Game, we’re helping retailers tee up promotions on bagged avocados two weeks out, followed by promotions on ripe, bulk fruit the week of to capture last-minute shoppers and day-of party-goers.”
Supermarket promotions can be a great way to boost sales and encourage customers to buy game-day staple products like Wholly Guacamole, Monahan said.
He suggested that retailers consider offering discount coupons for Wholly Guacamole products in conjunction with chip purchases and conduct cross-promotions with chips, like offering discounts on chips when customers purchase Wholly Guacamole.
Retailers should work with their sales representative “to develop creative promotions during this time period,” he said.
Avocados From Mexico will have “attention-getting merchandise displays to attract customers and take in-store excitement to a new level,” Bazan said. AFM will offer retailers a unique thematic avo bowl bin to encourage consumers “to buy avocados so that they can host a Better Bowl with the preparation of fresh guacamole.”
