West Pak Avocado's George Henderson Discusses Plan for Viva Fresh Expo
MURIETTA, CA - With this year’s Viva Fresh Expo sneakily creeping up on us—how is it already April?—I wanted to take West Pak Avocado’s pulse about the unique opportunities it sees in the San Antonio show, and what programs the avocado provider will be honing in on. To learn more, I spoke with George Henderson, Marketing Manager.
“We are promoting the year-round availability of avocados to all markets. Avocados are such a growing category for both retailers and foodservice. They go beyond guacamole for Cinco de Mayo or to top burgers and salads. With the growing awareness and popularity of this healthy green fruit, we can fill the demand with year-round avocados,” George told me.
In order to support this goal, West Pak is in the process of launching three new bagged avocado brands that appeal to specific demographics. Available at Viva Fresh, Lil’ Cados, its on-the-go, single-serve, small avocado brand, addresses user convenience and minimizes food waste. Coming in the weeks ahead, two more brands will launch: Viva Avocados are a broad-reaching, party-themed, and year-round offering that celebrates the heritage and rich culture of this favorite green fruit. And California Gold appeals to the avo-enthusiast demographic that appreciates seasonal, locally-grown produce.
Given the fact that West Pak has been growing, packing, shipping, and distributing premium avocados for over 35 years, I had to ask George what opportunities he sees in shows like Viva Fresh.
“It’s a regional show that we feel is strategically important for West Pak because of its geographical significance,” he explained. “We find that it’s great for strengthening current relationships, making new ones, and staying at the forefront of regional trending.”
George also shared with me the company’s Avo-Opportunities marketing program, which offers fresh sales and marketing ideas to help retailers succeed.
“The program provides personalized packaging, marketing, sales, educational, and retail materials as well as digital marketing, video, and social media content and strategy. It all comes down to providing our retail clients with the best possible sales and marketing tools so that they can reach their ultimate sales potential,” he concluded.
To learn more, be sure to visit West Pak Avocados at booth #127!