Avocados From Mexico will continue its Susan G. Komen and college football campaigns this fall, says Stephanie Bazan, senior vice president of commercial strategy and execution.
As part of the fifth year of its partnership with Susan G. Komen, Avocados From Mexico will have a bag promotion and POS bins during Breast Cancer Awareness Month in October.
“With breast cancer being the most common type of cancer among women in the U.S., accounting for 32% of newly diagnosed cancers, we are happy to be able to spread awareness in the produce aisle,” she says.
Besides offering eye-catching retail displays and packaging, Avocados From Mexico plans to donate $100,000 to the organization.
Avocados From Mexico will also have a gridiron presence as it enters its third year as the official avocado brand of the college football playoffs.
“We are continuing the program with bags that include special offers for consumers,” Bazan says.
Since one-third of football fans say guacamole is a favorite game day snack, Bazan recommends that retailers merchandise avocados with complementary items — such as tomatoes, onions, cilantro and chips — to help create “guacamole stations.”
“Displaying these items together makes it easy for last-minute planners to purchase and create recipes at home,” Bazan explains.
Mexican avocados are available year-round thanks to four bloom cycles, and they hold a majority market share from October through December, says Bazan, who adds that volume has grown by 29% since 2015.
Growing conditions have been good in Michoacan and Jalisco, major avocado growing areas in Mexico, so growers expect a more balanced size curve this year than last year.
“The Mexican avocado industry is committed to producing high-quality avocados,” Bazan says. “The dry matter quality control program ensures that there is at least 23% oil in every avocado.”
