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Westfalia wants to take produce buyers into the future

By
Seth Mendelson

Westfalia Fruit USA officials want to take attendees of this year’s International Fresh Produce Association Global Produce & Floral Show into the future — all the way to the year 2049, its 100th anniversary, through an experiential virtual trip using cutting-edge virtual reality technology.

Produce buyers are encouraged to bring their “Orchard of the Future” board passes to booth No. 4453 to see innovations in avocado growing today and tomorrow and enter to win a trip to one of the company’s pioneering orchards in the Americas in the not-too-distant future.

“The impression will last a lifetime,” said Christina Ward, director of marketing and product brands. “We will also give guests a taste of the popular fruit’s versatility in sweet and savory recipes. Westfalia Fruit is sharing its signature Avocado Macaroon recipe developed by chef Sally Camacho Mueller.”

Ward added that Westfalia will also host a Westfalia Fruit Avocado Gelato station at the Block Party in the Grand Plaza, just outside the Anaheim Convention Center.

She said that Westfalia Fruit has the most diverse avocado growing and sourcing footprint globally, with orchards across Chile, Colombia, Peru, Mexico and California. “At the IFPA Global Show, our expert teams will provide unique insight into the growing, harvesting, packing, quality and shipping protocols that ensure our avocados deliver consistently high quality 52 weeks of the year,” she said. “As the #avoexperts, we want guests visiting our booth to understand ‘The Westfalia Difference.’ We are the world’s largest avocado supplier and also excel in many other produce categories.”

Company officials also want attendees to understand that, on a global scale, Westfalia, which was founded in 1949 by Dr. Hans Merensky, provides an extensive range of in-season subtropical, exotic and deciduous fruit and citrus, berries and top fruit to markets worldwide. Westfalia also supplies a broader range of fresh fruit in certain regions of the world, including mangoes, blueberries, pomegranates, apples, grapes, stone fruit, citrus, cherries and passion fruit.

The company’s portfolio also includes 100 percent pure avocado oils made from ripe avocados and available in plain and delicious flavors like lemon garlic and butter.  

“We also have an impressive lineup of guacamole, avocado pulp, IQF avocado and dried mango,” said Ward, who joined the company this summer with more than 20 years of marketing experience. “Our expanded production capabilities and ripening and packing proficiencies are value-added offerings for customers worldwide.”

Ward emphasized that Westfalia is ready to work with retailers to build sales. “There are three key opportunities to maximize sales: first, reach shoppers who are increasing their store visits over the Q4 season,” she said. “Second, provide shopper inspiration with secondary displays and fresh, seasonal recipes and lastly, partner with companies dedicated to actionable sustainability.”

She added that there are great opportunities to promote avocados and increase rings at the register in busy fourth quarter, with shoppers taking nearly 10 billion trips to retailers that carry avocados.

“We recommend adding avocado displays with prominent placement in Q4,” Ward said. “The fall is all about tailgating season, and everyone knows that a proper party includes guacamole. Retailers can encourage shoppers to elevate their guacamole game with cross-promotional opportunities, pairing avocados with tomatoes, onions and cilantro, creating a one-stop destination for fresh ingredients.”

In addition, Westfalia Fruit USA recently launched a 100 percent plastic-free bagged avocado program in the U.S. alongside a one-of-a-kind partnership with CIRT (Can I Recycle This), a recycling technology platform that makes recycling most convenient.  

“At Westfalia, ‘to do good’ is at our core,” she said. “As a purpose-driven company, sustainable avocado production, plastic-free packaging and environmental protection are all especially important to our organization. We continue to invest in unique technology, such as CIRT’s innovative platform and sustainable packaging in the U.S. and countries around the globe to do good for our customers, our shoppers and our planet.

“Westfalia Fruit USA is in an exciting growth mode, and we are building programs that will take us into the future as an established market leader. We aim to disrupt the avocado retail space in the U.S. by offering innovative initiatives and creating unique selling opportunities for our retail and foodservice partners through trusted partnerships that see the value in leveraging our global successes to drive the U.S. avocado category to new heights,” Ward said.

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