ATLANTA: Avocados From Mexico, the No. 1 selling avocado in the United States accounting for more than 75 percent of the market share, will be unveiling a lineup of new and exciting innovative branding and category building programs at the upcoming Produce Marketing Association’s Fresh Summit Expo in Atlanta. Echoing the brand’s unique year-round availability, a “Fresh 365/24/7” theme will be the focus of Avocados From Mexico’s presence at the show.
“We are very excited to be participating in the PMA Fresh Summit this year,” Alvaro Luque, president of Avocados From Mexico, said in a press release. “As leaders in the category we feel this event is the perfect opportunity to showcase all of our bold marketing and trade programs that will keep the volume growth for avocados and bring value to our customers and network. We want Avocados From Mexico to be a benchmark for the fresh industry in the U.S. and you will definitely see that in terms of our marketing, trade, market intelligence and digital activation at the Summit.”
AFM’s new 50-foot by 40-foot exhibit is designed to be an ideal setting for the team to educate attendees on all the fresh initiatives to support retail, wholesale and foodservice customers 365 days of the year. From demand-driving promotions to first-class partnerships, robust advertising and innovative displays, AFM is arming its customers with everything they need to sustain avocado activity all year long.
“We have really raised the bar this year in not only our presence at PMA, but also in our fresh programming to increase avocado consumption and demand throughout the year,” Maggie Bezart Hall, vice president of retail and promotion, said in a press release.
Summit attendees will learn about Avo Lifestyle, a new initiative that is a first for the category. Avo Lifestyle was created to inspire consumers through a newly launched platform that goes beyond nutritious eating. In partnership with a major fitness brand, Avocados From Mexico will have the opportunity to reach health savvy enthusiasts through one of its highly recognized health and wellness digital apps where consumers can access “My Avo Plan,” which incorporates and promotes the daily consumption of avocados. The Avo Lifestyle concept targets a new society of health-conscious consumers who are looking for well-rounded, fulfilling lifestyles.
Avocados From Mexico will also be showcasing its alliance with Partnership for a Healthier America’s FNV campaign, focused on increasing consumption of fruits and vegetables among teens and moms.
Known as one of the more flavorful stops at shows, AFM’s booth will once again be the place for culinary sampling at the Fresh Summit. Along with innovative demos by Chef Mark Garcia, the booth will feature a Guac Bar with an ingredient wall, as well as a new Raw Bar featuring poke and ceviche.
In addition, attendees can look forward to a fully decked out football tailgate experience with a GuacDog Cart along with a nutrition area featuring an avocado FroYo Bar.
As the category leader, AFM developed potential targeted partnerships with leading brands such as Coca Cola, Ro*tel, Old El Paso, Bimbo and Tabasco to help drive demand and consumption at point of sale. The programs will feature thematic displays, coupons, consumer sweepstakes and social and digital support.
AFM will also feature innovation in the way of in-store merchandising with new portable displays and an avocado education toolkit, which will feature a variety of unique in-store POS and displays designed to help educate the consumer on how to pick, ripen and store avocados.
This year Avocados From Mexico will be hosting an invite-only Sunday Morning Tailgate at the College Football Hall of Fame in Atlanta on Oct. 25 from 7:30-10 a.m. The event will showcase Avocados From Mexico’s seasonal programs and feature all of the new and exciting 2015-16 innovations in merchandising.
“This event will be the perfect opportunity for the retail trade industry to see our bold shopper marketing programs,” Stephanie Bazan, market development director, said in the release. “From our multiple thematic programs that support key avocado consumption occasions, such as our association with the Big Game, to several of our unique merchandising solutions, we hope this showcase will generate excitement for the brand and category.”
Attendees can learn more about these new initiatives at Avocados From Mexico’s booth No. 2225 during PMA’s Fresh Summit Exhibition and online at AvocadosFromMexico.com.
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