Mission Produce, a producer, distributor, and marketer of fresh Hass avocados, said it is preparing for The Big Game by announcing its Emeralds in the End Zone retail campaign. Emeralds in the Rough are two or three-pound bags of grade 2, lightly-blemished avocados.
“Mission Produce’s Emeralds in the End Zone program provides retailers and consumers the best value for their dollar. The grade 2 fruit is equal in taste and internal quality to the grade 1 fruit, but is a little rougher around the edges. As a result, it can be merchandised with a lower retail price point,” said Patrick Cortes, Sr. director of business development (pictured below).
Mission Produce shared its strategy to help retailers benefit from the Emeralds in the End Zone promotion. To kickoff this campaign, the company is encouraging retailers to spotlight Emeralds in the Rough avocados for the two weeks leading up to The Big Game, and then transition to promoting ripe bulk avocados during game week. Mission Produce also notes that it is important to cross-merchandise with other game day provisions, and use the Emeralds in the End Zone point-of-sale material to draw attention to the display and communicate the value of the avocados.
“This promotion was designed with the consumer in mind,” says Denise Junqueiro, director of marketing. “Emeralds in the Rough is the ideal avocado party pack for shoppers who are looking to win with their Big Game menu. With the rising consumption of imperfect fruit, an interest in sustainable foods, clever design and average lower price, we have no doubt that consumers are going to tackle this product as soon as it hits the stores.”