OXNARD, CA - Avocados are making their way into the market in new and exciting ways, and Mission Produce is here to take things to the next level with its new Emeralds in the Rough product—two- and three-pound bags of grade 2 avocados to capture consumers’ interest with their perfectly imperfect outer appeal that is wonderfully wonky!

“This product has a lot of things going for it; rising consumption of imperfect fruit, a propensity for sustainable products, smart design and average lower cost,” said Director of Sales Patrick Cortes. “We see Emeralds in the Rough as a promotional item, available certain times of year when the trees have more grade 2 fruit. This will alleviate the pressure to move it only through foodservice at the times we have abundant grade 2 avocados.”

These grade 2, treasured fruits are labeled as such because they look marred, weather-blemished, and peculiar, but they taste just as delicious as grade 1, which is considered the more physically alluring of the two.

“This is agriculture, and not every piece of fruit is picture perfect. We created Emeralds in the Rough to showcase how beautiful and tasty every avocado is even when it’s blemished. We wanted the packaging to be vibrant and draw in shoppers. The copy is fun, and the design provides the ability for in-and-out promotions,” said Director of Marketing Denise Junqueiro, who described this movement as beneficial to the industry at large.

While foodservice distributors and industrial users are the typical recipients of grade 2 avocado orders in bulk configurations, as scarred versions of the guacamole essential haven’t traditionally been merchandised at the retail level, the company explained in a recent press release that there is a developing consumer audience for the blemished grade thanks to a growing awareness of the unmarred internal taste and acceptance of imperfect produce items.

“Emeralds in the Rough are for the savvy avocado eater who can see past the rough exterior to get to that green gold. With demand constantly on the rise, we are confident this bag will be a treasure for consumers and retailers alike,” said Vice President of Sales and Marketing Brent L. Scattini. “This product will add to Mission’s repertoire of products that fill specific needs for our growing customer base.”

Will we see more companies take this step in produce acceptance and consumer-focused usability? AndNowUKnow will keep you updated with the latest!

Mission Produce