On July 1, Calavo Growers, Inc. began rolling out its new large PLU stickers on its largest avocado sizes. The company says the oversized labels, measuring 36mm x 26mm, are designed to prominently feature its “Super Jumbo” avocados. The label size was specifically chosen to correspond with the larger fruit. The stickers will be applied to Calavo avocados of 36 count or larger, carrying the 4770 PLU number.
This update comes as Calavo’s Peruvian imports from longtime partner Viru Group peaks on 36s and larger, while also anticipating a more typical size curve from its upcoming Mexican crop, with a greater abundance of 32 and 36 count fruit.
“Our largest avocados, the jumbos, are truly special,” says Gordon Breschini, vice president of fresh sales for Calavo. “We’ve designed this extra-large PLU sticker to highlight them on the shelf and draw consumer attention to their exceptional value.”
“This presents a fantastic opportunity for retailers to enhance, not replace, their current avocado programs by incorporating jumbos,” Breschini adds. “Offering consistent choices of both smaller fruit and jumbos empowers shoppers with options and solutions for healthy meal or party planning. Calavo is also equipped to work with our customers on customized ripening programs to ensure optimal value.”
