Giumarra launches nutritional initiative with new avocado bag design
Giumarra launches nutritional initiative with new avocado bag design
Giumarra Agricom International introduced its new “Nature’s Partner” avocado nutrition initiative to be spearheaded by a redesigned bulk avocado bag targeting increased consumption of the category.
The bag aggressively promotes the Hass Avocado Board’s “Love One Today” nutritional messaging communicating avocados’ “naturally good fats + cholesterol free” benefits.
“Given their consumer popularity and reputation as a delicious superfood, we felt strongly about positioning avocados as a vital addition to a healthy lifestyle,” Bruce Dowhan, vice president and general manager of Giumarra Agricom, said in a press release. “We are excited to share the bag and accompanying promotions with our retail partners and work with them to develop nutrition-focused programs designed to educate their consumers and increase avocado purchases.”
To complement the bag, Giumarra offers its customers “Nature’s Partner” branded avocado racks for retail display purposes. The back of the bag features a HAB-created recipe for an avocado, feta and apple sandwich. New, rotating recipes highlighting avocados’ versatility and flavor will be included in subsequent production runs of the bag.
“We are offering a customized nutritional marketing program to each of our customers to help them promote and sell more avocados to consumers,” Gary Caloroso, director of marketing for Giumarra Agricom, added in the press release. “We will utilize our company’s nationwide network of respected registered dietitians and chefs to support our customers’ in-store and out-of-store communications vehicles in sharing the health benefits and varied uses of avocados to their customers.”
Giumarra continues to work closely with its avocado commodity board partners on effective, creative ways to market its Nature’s Partner avocados grown in California, Mexico, Chile and Peru.
“Since their introduction in 2013, the ‘Love One Today’ mark and marketing campaign have been helping to support the industry's efforts to educate consumers about avocados’ health benefits,” Jamie Johnson, California avocado grower and chairman of HAB, added in the press release. “They were designed to complement and extend the marketing efforts of HAB members and the industry, and Giumarra’s new retail packaging is a perfect example of this synergy.”
