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Mission's Size Minded avocado program looks to grow sales

Mission Produce is looking to inspire retailers to work smarter, not harder in its latest campaign, “Size Minded.” The campaign is a data-driven merchandising program that offers retailers a strategic tool to develop an ever-evolving avocado category. The program will motivate retailers to grow with consumer demand in a new way and encourages them to capitalize on what the tree is producing by carrying a two-size bulk selection.siz

In a recent study by Avocados From Mexico, it was discovered that “74 percent of avocado shoppers would buy more if they saw more displays around the store.” This means retailers who
develop this top five produce category and offer a two-size bulk selection will attract new shoppers and increase sales velocity.

“Today’s consumers are looking for avocados based on their preferred usage,” said Denise Junqueiro, director of marketing. “There might be times when shoppers are looking for a small avocado as a grab-and-go option or to use as a topping and not have leftovers. Other times shoppers may want a large avocado for their toast or even a jumbo size option to use for a stuffed avocado or guacamole. This ‘Size Minded’ campaign provides retailers with the support they need to offer shoppers different size options for all Avo-ccasions.”

“Our objective with this program is to motivate retailers to view their SKU profile in a new light,” said Brent Scattini, vice president of sales and marketing. “By being the avocado leader with the best intel we are able to provide an unmatched level of expertise and support to help retailers offer a better value proposition to their customers across the board.”

“Trees do not produce only one size fruit,” said Patrick Cortes, senior director of sales. “By taking advantage of our ‘Size Minded’ program, retailers will maximize on what the tree is producing regardless of the size curve, seasonality, or growing conditions.”

The “Size Minded” campaign is an advanced offering with winning solutions in both procurement and merchandising for retailers. The campaign will hit the shelves this fall with whip-smart point-of-sale materials and recipes that retailers can showcase in stores or via social media nationwide.