The green skin avocado received a makeover with a new brand, Tropical Avocados, last year. Now, the International Executive Service Corps, or IESC, is looking for a company to undertake the marketing for the new brand. They have put out a Request For Proposals and are looking to select a firm that can support the new brand in areas of marketing and publicity.
IESC has already undertaken a marketing study of the tropical green skin avocado in the US on behalf of the Dominican avocado sector. Senior IESC manager, Rod Carvajal, explains: “We have worked closely with the Dominican Association of Exporters (ADOEXPO), as well as avocado exporters, to organize a system to oversee export operations under the new collective trademark. This includes adherence to protocols that will assure that the product quality is in accordance with established standards, and that it is self-sustainable. IESC has also filed for that trademark of the name “Dom Tropical Avocado” in the US on behalf of ADOEXPO, which would own and administer the trademark.” Now, they are ready to start marketing efforts for the brand.
Expectations of applicants
There are currently four exporters in the Dominican Republic who grow the avocados who are interested in becoming a part of the Tropical Avocados trademark, with an additional number of exporters that could even exceed this number that could follow suit in the near future. The goal is to give the exporters under the trademark a better positioning in the US market. “We expect that their overall sales will expand by at least 10% under this trademark,” Carvajal says, adding: “That is why we are looking for a company or organization highly experienced in the marketing and implementation of publicity campaigns or agricultural products.”
He explains: “The candidates must have experience in developing marketing promotional campaigns and materials, including online consumer retail educational products for fresh produce in the U.S. market. It would also be preferable if they have knowledge of and experience with the U.S. avocado, specifically in the California and West Coast markets.”
If they are chosen, there are three main tactics the company is expected to employ to promote the “Dom Tropical Avocado.” Carvajal explains: “We would want them to release a total of six news items to establish our presence in the produce or agricultural trade media. This would entail four press releases and two feature stories. Secondly, we would want them to engage in influencer marketing to help educate consumers on how to select, store, cook and serve the Tropical Avocado. Finally, we would want them to develop at least five recipes that are tailored to the US consumer palates and taste preferences, with the goal of showing off the versatility of the Tropical Avocado.”
Apply up until February 24th
IESC hopes that with the promotions, U.S. consumers, especially those located in Texas and the West Coast will have a better appreciation of the Dom Tropical Avocado, and distributors will be motivated to carry the product. Candidates can apply up until February 24th, 5:00 PM EST.