Joe Nava and George Henderson Talk California Avocados and Premium Packaging
MURRIETA, CA - Aggressive—I believe this word accurately describes the increasing demand for California avocados, as well as the demand for supplier partners who can bring a consistent product to market and a great vision and program to boot. West Pak Avocado is one leader meeting the needs of retailers on all fronts, as Joe Nava and George Henderson share with me. And the season is just ramping up.
“Spanning from February until September, we expect a good-sized crop for the 2020 California season,” Joe, Vice President of Sales and Business Development, tells me. “Optimistically, volume is anticipated to reach 400 million pounds, which will meet the increased demand from consumers, retailers, and foodservice.”
With such good news laying a foundation for fresh produce department programs and menu highlights, there is no better time to begin planning ahead than now.
“The best time to start promotions is in March and April, at the beginning of the California season and all the way through to July,” George, Marketing Manager, says. “That covers early opportunities when the season ramps up and takes us through the American summer holidays and other seasonal celebrations.”
For those looking to map out the spring and summer, the peak volume will be April through July this year, with the shoulders of the season around March and September, respectively.
“Mexico is not currently shipping in enough volume to the States, so their lack of supply and the increased demand by both retail and foodservice has created a trend for strong pricing for California fruit,” Joe shares. “We'll continue to see an increase in demand even as the supply picks up in April.”
To capitalize on the increasing demand for California Avocados at retail, West Pak is offering its California Gold brand.
“The Golden State-centric packaging features the American Heart Association (AHA) Heart-Check certification along with the iconic ‘California’ CAC or California Avocado Commission label,” George states. “With this premium, branded bag, there is no question that these are fresh, locally-sourced, and seasonally hand-picked California avocados.”
On top of these many resources, West Pak is offering even more tools through its Avo-Opportunities retail program, including strategies to help drive sales with merchandising and point-of-sale materials, and online promotions. West Pak’s efforts work hand-in-hand with CAC's targeted consumer marketing initiatives and merchandising offerings that support the California season and the summer holidays.
For more about the lucrative opportunities on the horizon for California avocados, keep checking back on the green gold of our industry at AndNowUKnow.