Diversified global sourcing strategy the focus of Discover the Mission Advantage campaign’s second stage 

Mission Produce has unveiled the second stage of its Discover the Mission Advantage campaign drawing attention to its diversified global sourcing strategy. 


Mission Produce Peruvian farm 

The marketing campaign, which initially launched in October 2023, aims to communicate the company’s points of difference by calling attention to its key differentiators or brand pillars.  

The campaign launched at the 2023 New York Produce Show, where vice president of sales operations Hector Soltero was a panellist for the Global Trade Symposium’s Avocado Update. The company presence was supplemented by advertising at the Nasdaq Tower in Times Square.  

“Through our ‘Discover’ campaign, we aim to share the hard work our teams do to differentiate Mission as a supplier and promote our partners for success upon delivery,” said Diana McClean, director of marketing and communications. 

Initially, Mission focused on strategically marketing its ’mastery in the art of ripening’ with media creative, advertising, social media, and newsletters to educate partners on why ripeness matters to shoppers. This stage of the campaign will focus on Mission’s diversified global sourcing strategy. 

The company will continue to roll out functional tools and resources to help its partners design profitable programmes and attract shoppers.