The Colombia Avocado Board (CAB) partnered with Weis Markets, Inc. to launch the Heart of Colombia Avocado Display Contest, a retail campaign designed to drive consumer excitement and increase impulse avocado purchases. Running from March 27 through April 23, the promotion was activated in 200 Weis stores across three regions, combining custom displays bins, point-of-sale materials, and team incentives to generate consumer excitement and spark impulse purchasing.
Produce managers were challenged to create an eye-capturing displays that placed Avocados From Colombia at the center of their department. With up to $7200 in gift card prizes on the line, store teams brought their creativity to life, by leveraging cross-merchandising with lemons, mangos, and other complementary produce to highlight avocado versatility and drive sales.
The campaign timing aligned with key spring holidays including Easter, Earth Day, and Cinco de Mayo. According to the Hass Avocado Board, in Q2-2024 avocado dollar sales reached their highest levels of the year, underscoring the opportunity to build brand equity with consumers during seasonal peaks. Promoting during key holidays creates opportunities to develop relationships with consumers – who are starting to become familiar with the taste and flavor quality of Avocados From Colombia.
"Our partnership with Weis Markets reflects a shared commitment to quality, consistency, and excellence", said Manuel Michel, Managing Director of the Colombia Avocado Board. "As Colombian avocado volume continues to grow year-over-year, these retail programs are essential to driving trial and educating consumers. After a successful retail promotion like we just experienced with Weis, the enthusiasm from produce managers reinforces that Colombia is not just a new source, but a rising force in the U.S. avocado category"
The campaign also marked the beginning of the Traviesa season, one of Colombia's two harvest seasons that support year-round availability. The natural rainfall helped produce a high-quality crop, making the promotion a celebration of both a new harvest and a growing market presence.
"Our stores were excited to introduce Colombian avocados into the category in the last year, and to promote its rich flavor and versatility," stated Mathew Forbes, Avocado Buyer at Weis Markets, LLC. "The contest energized our stores and encouraged collaboration across departments. More importantly, it gave our staff the confidence to highlight the story of Avocados From Colombia and helped them better connect with customers."
Left: store display with avocados from Colombia. Right: Mathew Forbes.
The Colombia Avocado Board continues to expand its footprint in the U.S. through partnerships with retailers and foodservice operators, backed by a commitment to quality and responsible sourcing.
Contact:
Manuel Michel
Colombia Avocado Board
[email protected]
https://avocadoscolombia.com/