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Mission Produce readies for fall promotion of Mexican avocados

By
Keith Loria

avo

Approximately 80 percent of avocados in the United States come from Mexico, so consumers are accustomed to the look, feel and flavor of Mexican fruit.

“Mission Produce has a significant grower network throughout the states of Michoacán and Jalisco, and is able to procure the highest quality avocados from Mexico,” said Brooke Becker, vice president of sales for the Oxnard, CA-based company. “We use avocados from Mexico across our Mission Produce programs year-round. They’re a high-quality fruit with excellent flavor.”

In fiscal 2023, Mission Produce sold more than 650 million pounds of avocados, with the majority coming from Mexico.

“We continue to grow volume, expand into emerging markets, and deliver more of our world’s finest avocados around the globe,” Becker said.

Mission Produce has been a pioneer in the avocado category since 1983.

“The key agents of success are quality, reliability and innovation,” Becker said. “That’s why we deliver only the world’s finest avocados, keep shelves stocked year-round, and design custom programs to keep shoppers coming back for more.”

The company has invested in AvoIntel, its in-house marketplace intelligence program, to help its partners grow their avocado categories.

“We look at both industry data and store panel data to take a customer-specific approach to category management,” Becker said. “Because of that, our customer recommendations have resulted in more avocado purchases and more dollars toward the avocado category. Some of our partners have even realized double-digit sales growth within the first six months on a Mission Produce program.”

The industry is expecting plentiful supply of avocados out of Mexico this fall, and Mission Produce is currently getting prepared for fall promotion opportunities.

“And, it’s looking like this season is expecting a normal size curve, so we’re hoping to be able to offer a great variety of products to meet shopper demand,” Becker said. “We serve the retail, wholesale, and foodservice industries with our world’s finest avocados and elite customer service. We are not only a supplier, but a strategic partner to our customers because of our customer-specific approach to category management.”

As December approaches, the company will turn its attention to working with its partners on promotions for the Big Game, key timing for when shoppers hit retail for their game-time spreads is the week leading up to the Super Bowl.

Elsewhere around the company, Mission Produce recently launched its new retail-ready mango bag, an innovative four-count value pack of snacking mangos.

“We say ‘retail-ready’ because the bag was designed for the retailer to easily merchandise in-store and for the shopper to easily grab and go,” Becker said. “It’s a high-graphic, stand-up pouch with on-pack education and delicious recipes, perfect for both the seasoned mango shopper and newcomers to the category.”

The product was designed in response to the significant amount of mango purchasing that happens at club stores.

“It’s clear that mango shoppers are looking for value pack opportunities,” Becker said. “So, we’re bringing the benefits of convenience and value to mango shoppers in our mission to drive the category forward. We’ve seen the success of bags in the avocado category. In fact, since 2019, bags have driven 100 percent of avocado volume growth. So, we’re excited to see how mango bags can impact the category.”

Keith Loria

Keith Loria

About Keith Loria  |  email

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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