Mission Produce Throws Emeralds into the End Zone—A Winning Play for The Big Game
OXNARD, CA - While we’re still waiting patiently to find out which teams will be competing in this year’s big game, Mission Produce is anticipating Emeralds in the Rough will be the true winner of 2019’s biggest eating day of the year. To get consumers to bet on the green fruit, Mission Produce is launching its Emeralds in the End Zone retail campaign, a strategic promotion that offers retailers and shoppers a winning game day value.
“Mission Produce’s Emeralds in the End Zone program provides retailers and consumers the best value for their dollar,” said Patrick Cortes, Senior Director of Business Development. “The grade 2 fruit is equal in taste and internal quality to the grade 1 fruit but is a little rougher around the edges. As a result, it can be merchandised with a lower retail price point.”
To kickoff this campaign, Mission Produce is encouraging retailers to spotlight Emeralds in the Rough avocados during the two weeks leading up to The Big Game, according to a press release. Then, Mission Produce is suggesting retailers transition to promoting ripe bulk avocados during game week and cross-merchandising the popular fruit with other game day provisions.
The campaign also includes point-of-sale materials to draw consumers’ eyes to the big display and showcase the value of avocados.
“This promotion was designed with the consumer in mind,” said Director of Marketing Denise Junqueiro. “Emeralds in the Rough is the ideal avocado party pack for shoppers who are looking to win with their Big Game menu. With the rising consumption of imperfect fruit, an interest in sustainable foods, clever design, and average lower prices, we have no doubt that consumers are going to tackle this product as soon as it hits the stores.”
The Emeralds in the Rough line includes two- and three-pound bags of grade 2, “beautifully-blemished” avocados, ripe and ready to take game day spreads to the next level.
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