West Pak Avocado Serves Up Avo-Audits at PMA Fresh Summit 2019
MURRIETA, CA - After weeks of anticipation, the Produce Marketing Association’s (PMA) Fresh Summit event is finally (almost) here! Whether it be packing, rehearsing, or traveling, industry exhibitors are bustling about in preparation. At West Pak Avocado, this means the Sales and Marketing team is kicking it into high gear. Recent hire Joe Nava, the company’s Vice President of Sales and Business Development, will spearhead the event as he continues to expand the marketing, research, and development campaigns.
“At West Pak, we can team up with key customers to help them grow their business in the avocado category in different ways,” Nava elaborated when explaining the moniker. “Rather than just offering the enticement of promotional pricing, we’re looking to help drive consumption at the consumer level and increase a retailer’s foot traffic in the produce section.”
According to a press release, Nava and the team will unveil a new exhibit and showcase their highly-successful bagged avocado program and retail-supporting Avo-Opportunities marketing offerings at Fresh Summit. The team will also offer Regional Category Reviews, or what they affectionately call Avo-Audits.
“Fresh Summit is the perfect opportunity to sit down with our customers and do a Regional Category Review. That’s where we help drive the avocado category by identifying and actively targeting what motivates consumption in their region,” Nava continued. “For example: do their customers prefer a size 60 avocado or a size 40, or can they drive sales by adding bagged avocados? We dive right into what the consumer wants and work with them to come up with ways to help promote and engage with their target audience.”
Designed to help support retailers, West Pak’s Avo-Opportunities program provides effective packaging, POS, marketing, sales, and educational materials. There are also outreach and social media programs to connect with regional talent such as chefs, nutritionists, or influencers, creating an engaging promotional campaign that appeals to a retailer’s target demographic.
“At West Pak, we work very hard to fulfill our customer’s needs so that they are feeding what their customers want. Avo-Audits are the first step to getting there!” concluded Nava.
To meet Joe Nava or any member of the sales and marketing team at PMA Fresh Summit 2019, stop by booth #1577. Stick with us at ANUK as we divulge the exciting news leading up to Fresh Summit.