Mr Avocado lands at 7Fresh

For fresh fruit and vegetable marketing and distribution in Asia
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Mr Avocado lands at 7Fresh

Emerging avocado brand develops customised boxes for launch at JD.com’s new offline store

Mr Avocado lands at 7Fresh

The four-piece boxes were especially designed for the 7Fresh launch

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The Mr Avocado brand is gaining further traction in the Chinese market through sales at JD.com’s new offline supermarket 7Fresh.

A joint venture between Mission Produce and Lantao, Mr Avocado made its initial delivery to 7Fresh’s Beijing City store in early January.

To mark the occasion, Mr Avocado developed customised four-piece boxes to merchandise their fruit. With a bold colour and graphic design, the boxes were designed to stand out in the 7Fresh retail environment. They also included advice on how to cut an avocado, along with seasonal recipes for Chinese New Year.

“We wanted to make a strong impression with consumers at 7Fresh, and our full package with recipes, how-to guides and nutritional information really did the job,” said John Wang, president and CEO of Mr Avocado.

“We were very pleased with the sales volume, and the opportunity to continue to educate the Chinese consumer on all the benefits of the avocado.”

After launching ripening operations in Shanghai in April 2017, Mr Avocado rolled out its brand through Chinese fruit-store chain Pagoda.

Following the Pagoda launch, Mr Avocado began supplying Harbin Zhongyanghong supermarket in the summer, quickly followed by JD online, and then rising online retailer Missfresh in November.

“At the beginning of 2018, Mr Avocado is rapidly finding more opportunities in the market through various supermarket and online channels,” the company said in a release.

Mr Avocado plans to find additional opportunities to continue its brand development in the Chinese market, through distribution channels that promote the benefits of adding avocados to the daily Chinese diet.

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