ACROSS THE BOARDS
In commodity boards, retailers looking to increase produce sales have many friends to turn to for help.
BY ARIELLE SIDRANE
DEMAND. It is what retailers most seek, and what com- modity boards within the produce section strive to stimulate.
As marketers for fresh fruits and vegetables, commodity boards have a hard job to do.
Finding a new angle to promote these nutritional staples takes creativity and dedication.
Many commodity boards, aside from the
year-round promotions, advertising and
research they do, aim to put a face to a fruit or
vegetable with field personnel who visit retailers or category representatives in-store to talk
to consumers. Most will even offer customized advice store-to-store or region-to-region
for an added benefit.
Commodity boards are one of the top
resources for category managers looking to
boost sales, so it is important that retailers
keep well-informed on what new materials
and promotions each is offering year-to-year
Here is a sampling of what just a few of them
AVOCADOS FROM MEXICO
Avocados From Mexico’s primary focus is creating consumer demand for avocados in the
U.S., specifically those from the Avocados
From Mexico (AFM) brand. Considering the
ever-increasing popularity of the fruit, it would
be easy for the Irving, Texas-based organization to sit back—but that is not what happens.
“We reinforce the brand by focusing on
several key development factors: leading consumer avocado brand preference, accelerating the whole avocado category growth, leading the health and wellness conversation for
consumers and leading trade excellence in the
fresh industry,” says Stephanie Bazan, AFM’s
market development director.
In 2017 the specific drive is health and wellness, Bazan adds. AFM kicked off this initiative during the Super Bowl with its TV ad
about the good fats contained in avocados.
Aside from TV advertising, Avocados From
Mexico runs interactive promotions for consumers throughout the year to keep interest
up. In the first month of 2017 AFM started off
with its Guac Nation promotion focusing on
snacks and party foods from Avocados From
Mexico and Old El Paso.
The Fanwich promotion, which began Feb.
13, is designed to encourage consumers to add
avocados to sandwiches, burgers and other
handheld meals during the basketball championship season in March. The promotion ends
Through March 31 the Rise, Shine &
Energize breakfast partnership program is
happening as well. AFM, MilkPEP and the
American Egg Board are working together to
raise awareness of nutritious breakfast meals
featuring avocados, eggs and milk.
“The program is designed to increase con-
CHILEAN FRESH FRUIT
sumption and drive purchase frequency of
eggs, milk and avocados during breakfast,”
Bazan says. “The program will assume a
four-pronged marketing approach: Catalina
in-store print and load to card coupons offer-
ing $1.50 or $2 off eggs and avocados, News
America shelftalk banners and floortalks to
drive cross-category awareness, AFM avo-egg
racks, and digital and social paid media.”
The Chilean Fresh Fruit Association (CFFA)
markets the fresh fruit exported from Chile to
the U.S. and Canada. This includes, but is not
limited to, citrus, blueberries, peaches, other
stone fruits and cherries.
“We keep the importer, wholesaler and
retail community updated on the latest happenings with Chilean fruit and also maintain
a strong, ongoing line of communication with
the Chilean growers and exporters, keeping
them informed of market trends and opportunities,” says Karen Brux, managing director
of the CFFA.
The San Carlos, Calif.-based Association
varies its focus from season to season. From
November through March, it works to keep
blueberries top of mind for the consumer.