Stoneless avos prompt press feeding frenzy

The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Stoneless avos prompt press feeding frenzy

What does the latest media buzz around avocados tell us about the fruit's future potential?

Stoneless avos prompt press feeding frenzy
Stoneless avos prompt press feeding frenzy
  1. After yesterday’s announcement that upmarket British grocer Marks & Spencer is selling a stoneless avocado, it’s fair to say the British media have gone for the story in a big way, underlining the fact that the market’s hunger for news about avocados remains almost as voracious as its appetite for the fruit itself.

    “Introducing the avocado you never knew you needed,” the retailer declared on Instagram. “Our new cocktail avocados don’t have a stone and are completely edible (yes including the skin). In stores now in limited supply.”
  2. This changes everything. @marksandspencer is selling a stoneless avocado. (Weirdly, it also says you eat the skin. They're tiny: 5-8cm long) 🥑 https://t.co/P2N5DSQvP8
    This changes everything. @marksandspencer is selling a stoneless avocado. (Weirdly, it also says you eat the skin. They're tiny: 5-8cm long) 🥑 pic.twitter.com/P2N5DSQvP8
  3. Why is this story making such a splash in the national media? And what can suppliers/marketers learn here? Here are a few thoughts I posted on Twitter yesterday to make sense of this latest avocado news feeding frenzy:
  4. Avocados are the hottest media property in fresh produce at the moment. Well done avocado marketers! / 1
  5. Any kind of new angle on the avo story will help sell newspapers or attract online clicks. / 2
  6. Avocados are a social media star & have reputation as health/tasty, so it makes sense for retailers to include them in comms strategy. / 3
  7. Perceived drawbacks of avocados is theyre trickier to prepare than lots of fruits. A stoneless version seems helpful in this regard. / 4
  8. But maybe just a reality check before the hipsters go crazy over these new stoneless avos. / 5
  9. Stoneless avocados have been around for a while and are apparently already popular in France especially among chefs. / 6
  10. As is often the case with exotic fruit, this story is more remarkable for the fact the British public didnt really know about them. / 7
  11. Stoneless avocados are not (yet) grown in big enough quantities to sustain a permanent supermarket listing. / 8
  12. These M&S stoneless avos are grown in Spain. Theyre no doubt expensive (and will likely be more so post-Brexit). / 9
  13. So its a niche product within a niche category sold by a niche (high-end) retailer. / 10
  14. Its also a great example of PR continuing an ongoing press narrative. / 11
  15. The avocado story had paused on avo-hand; now heres a chapter to take the narrative further forward. / 12
  16. Consumer PR seems like a free-for-all jigsaw puzzle: youre free to find a new piece, but it must fit and improve the overall picture. / 13
  17. The story/picture on avocados is far from complete, so expect lots more avo stories. Plenty of opportunity for marketers in future. / 14
  18. If these stoneless avos prove popular, it could prompt research into (and production of) newer, bigger, better stoneless varieties. / 15
  19. Ideas for other new angles: avo with a spicy or citrus flavour; easily spreadable avo; normal-size stoneless Hass avos; peelable avos/ 16
  20. Oh, and this definitely doesnt make avo-hand a thing of the past. 🔪🥑😩 / 17
  21. You can follow my Twitter feed at twitter.com/mikefruitnet for further updates.
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