“Consumers want confidence in what they buy, so we wanted a design that would capture attention, convey quality, and keep our retailers’ avocado categories ahead of the curve,” McClean said. “Inside every bag is the same premium, hand-selected fruit grown with care across the globe. Our quality hasn’t changed — we just made the outside as remarkable as what’s inside.”

The rebrand gave Mission Produce an opportunity to take a closer look at its full bagged avocado line and make thoughtful refinements to improve consistency and visual appeal, she said.

Each bag incorporates new consumer touchpoints, including recipe inspiration and a QR code that connects shoppers to a digital library of avocado dishes and the refreshed Mission Produce website.

“It’s all part of our goal to enhance the shopping experience, support our retail partners and share the Mission story with consumers in a more engaging, consistent way,” McClean said.

The IFPA Global Produce & Floral Show presented the biggest opportunity throughout the year to present Mission Produce’s innovative products, she said.

“With all the customer meetings and conversations that took place throughout the show, our avocado bag rebrand was an exciting highlight as our team plans upcoming programs,” McClean said. “So far, we’ve received an extremely positive response to the new bag design, and we can’t wait to launch in 2026.”

Mission Produce has a lineup of packaged avocados designed to meet a variety of consumer lifestyles, including:

• Mission Minis, ideal for single servings
• Mission Jumbos, perfect for larger gatherings
• Gems, California-grown and available in the spring and summer, known for their luxurious creamy consistency
• Emeralds in the Rough, which are Grade 2 “beautifully blemished” avocados, perfect for consumers looking to do their part to reduce food waste

Bagged avocados are overwhelmingly tied to growth in the category, with market research company Circana citing bagged avocado sales as the driver of 94 percent of the growth in the category since 2019, along with a doubling of bagged avocado dollar sales in the same period.

As production of Mexican avocados ramp up in the fall and winter, McClean said the industry expects a strong crop, with optimal sizing, focusing on 48s and 60s.

Currently, demand is strong, driven by promotions on medium, large and jumbo fruit, she said.

Avocado supplies this summer from California, Peru and Mexico were plentiful.

“Opportunities to promote jumbo fruit lasted through the season, which has driven momentum into the end of the year,” McClean said. “In the fall, Avocados From Mexico is driving significant engagement around college football season — the perfect eating occasion for our World’s Finest Avocados.”