Up your avo game
Avocados are mainstream now — so popular, they’re almost basic. A staple in shopping lists. Everyone knows how great they are as guacamole.
So, if your supermarket or brand hasn’t created a guacamole-themed promotion or merchandising display in 2022, well, are you even trying to sell this buttery fruit that’s become the darling of the produce department? Come on, it’s easy to lump together the dip’s common ingredients, such as jalapeño, lime, tomatoes, onion, cilantro, garlic and tortilla chips.
Guacamole is the No. 1 usage for avocados and according to a proprietary study, 77% of avocado shoppers prefer fresh avocado to processed, said Stephanie Bazan, vice president of shopper and trade marketing at Avocados From Mexico.
"Plus, making guac is an easy and effective way for stores to reduce shrink, increase margins and boost sales,” she says.
The marketing organization offers a free Avocado University online platform designed for produce departments with programs to show how to set up preparation, packaging and storage for an in-store fresh guacamole program. Interested retailers can visit avoeasy.com.
Since PMG’s Produce Artist Award Series began in the summer of 2020, we’ve seen some inspiring ideas for avocado displays, often tied to the Super Bowl and Cinco de Mayo.
Those who can check these obvious promotions off their lists can expand their hass horizons from suggesting a party dip purchase.
Learn more: Avocados, the commodity
This fruit filled with “the good fat,” as one slogan goes, is also mashed for trendy avocado toast, the norm for the brunch crowd, as well as breakfast lovers and health-conscious cooks.
We see this rich, creamy fruit tucked inside sushi rolls and draped on top, nestled into those popular bowl meals, and sliced and fanned out on chili, chicken, burgers, salads and rice dishes.
It’s never not avocado season.
Related: Avocado tackles the whole football season
Six countries in the Americas are all contenders to get their commercial volumes of avocados into U.S. consumer hands.
From January 2022 to the first week of July, U.S. shoppers enjoyed 2.2 billion pounds of hass avocados from these six countries, according to the Hass Avocado Board, starting with Mexico (to no one’s surprise):
- Mexico: 1.6 billion
- U.S. (California): 290.3 million
- Peru: 250.9 million
- Colombia: 27.9 million
- Chile: 7.6 million
- Dominican Republic: 580,000
Total avocado volume year-to-date is 17.5% less than the same time last year. Could it be that the U.S. suspended Mexican avocado imports on the eve of the Super Bowl, the biggest opportunity for avocado marketers all year? Perhaps.
Regardless, avocado sales have skyrocketed by 10% compared to last year — almost double top-selling fruit, apples at 5%, grapes at 4.6%, bananas at almost -1%, melons at 2.5% and tangerines, which have tanked at -10%.
So, despite inflation, recession or whatever is happening to our economy and shopper behavior as a result — people are buying avocados. Display accordingly. See these avocado displays from past Produce Artist Award Series contest winners and participants for your inspiration.
