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News and insight for North America's fresh produce buyers
Carl Collen

BY CARL COLLEN

Mission launches Size Minded programme

Merchandising campaign offers retailers a 'strategic tool' to develop the avocado category

Mission launches Size Minded programme

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According to a recent study by Avocados from Mexico, 74 per cent of shoppers would buy more avocados if they were more present around the store.

In order to increase the number of displays in a thoughtful way Mission Produce have launched their new ‘Size Minded’ campaign which encourages retailers to offer a two-size bulk selection aimed at different shopper needs.

“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,” continued Junqueiro.

“This ‘Size Minded’ campaign provides retailers with the support they need to offer shoppers different size options for all avo-ccasions.”

Mission Produce hope to offer retailers a better value proposition and view their SKU range differently. The project also helps benefit growers who deal with natural variations.

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

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