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Gabrielle Easter



Mission debuts organic avo box

Mission Produce has launched its new packaging for organic avocados

Mission debuts organic avo box

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California-headquartered Mission Produce has released a new range of organic avocado boxes.

The new white boxes are stamped with Missions’ brand and a distinct purple stripe, available in both single and double layer packs. The avocados are labelled with purple PLU stickers and sold in purple mesh bags with bag straps.       

Megan Berenbach, organic category manager for Mission, said the new packaging is to help retailers and consumers to distinguish between organic and conventional avocados.

“It helps to highlight the organic fruit for backroom staff and will help them identify inventory as they pull Mission Organic avocados for display,” Berenbach said. “As the organic category grows, we made it a priority to support our customer’s needs with updated packaging.”

“The new packaging is unique, clean and bright,” added Robb Bertels, vice president of Marketing for Mission. “Based on the popularity and growth of the avocado category – and especially organic avocados – we feel strongly that we need to do more to highlight organic for retailers and consumers alike.

“According to the Hass Avocado Board, over 50 per cent [of] heavy avocado users consider organic to be an important attribute when they are on the path to purchase. We don’t expect that to slow down, and anything we can do to highlight organic will benefit the category.”

Mission Produce operates across Mexico, Peru, Chile and the US, with ripening centres across North America, Europe and China.


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