With the Organic Produce Summit (OPS) coming up in July, Mission Produce is looking at the state of the organic avocado category, organic shopper intel and more, in preparation for much-anticipated conversations with both potential and existing customers. The team looks forward to sharing the company’s advantages including its global supply position, consumer-focused merchandising programs and ripening expertise.
Megan Berenbach says with the ramp-up of the Peruvian season, it is expecting a strong supply of high-quality, organic avocados for customer programs.
“OPS is a valuable opportunity to engage with our customer base and share how our advantages can bring a profitable benefit to our customers’ organic category,” said Megan Berenbach, director of sales. “With the ramp-up of the Peruvian season, we’re expecting a strong supply of high-quality, organic avocados for customer programs, so it’s the perfect time to connect on upcoming opportunities.”
Organic avocados may represent a small share of the avocado category overall, currently contributing to five percent of total avocado retail volume. However, there are many reasons why an effective organic program can help generate sales at retail.
Since COVID prompted an increased interest in consumer health, including a boost in organic produce purchases², the popularity of organics continues to grow. In the last five years, the volume of sales of organic avocados has increased by 27 percent, moving nearly three times faster than the volume growth of conventional avocados at 10 percent.¹ Additionally, the current U.S. household penetration rate of 14 percent is up from 12 percent in 2018³.
“Demand for organic avocados is strong and our global sourcing strategy provides a significant advantage in meeting that demand,” added Berenbach. “Because of our well-connected grower network across multiple premium growing regions, we can nimbly navigate supply conditions to remain a reliable, year-round supplier.”
In addition, organic avocados at retail currently call for a price premium of 33 percent,¹ opening the door for profitable opportunities. That said, capturing consumer interest to pay those premiums calls for an effective merchandising strategy. Large, eye-catching displays in high-traffic areas, placing conventional and organic avocados together and getting the ripeness right, can help promote organic avocado purchases.
“While there are many ways to capture organic shoppers, we've found great success with our bagged organic program,” added Berenbach. “About two-thirds (67 percent) of industry organic avocado sales come from bags,¹ which appeal to the heavy avocado consumer and help reduce shrink at the register. By complementing bag offerings with Mission’s ripened bulk fruit, retailers can meet the specific usage needs for a diversity of organic shoppers.”
Visit Mission Produce at booth #502 at the Organic Produce Summit from July 12-13, 2023.
¹ Circana. Total U.S. - Multi-Outlet. 52 weeks ending May 28, 2023.
² Organic Produce Network.
³ Numerator. Insights. 52 weeks ending May 21, 2023.
For more information:
Jenna Aguilera
Mission Produce, Inc.
[email protected]
www.missionproduce.com
