Mission Produce Announces “Ready,” a New Elevated Ripening and Marketing Program
OXNARD, CA - Mission Produce recently announced its elevated ripening and merchandising program “Ready,” which is specifically designed to give avocado consumers the perfect 'cado experience. This program offers a variety of engaging, informative merchandising tools, all of which promote two ripening stages: a hard piece of stage 2 fruit (“Ready in a Couple Days”) and a ready-to-eat piece of stage 4 fruit (“Ready for Tonight”). When implemented, “Ready” will reduce retail shrink, expand the avocado category, and improve customer satisfaction.
“Avocado consumption is growing; however, there is room to strengthen the category,” said Ross Wileman, Senior Vice President of Sales and Marketing, in a press release. “Retailers are always asking us for new ways to further increase sales and entice shoppers, and ‘Ready’ is it.”
Not only does “Ready” benefit the retailer, but it also improves the customer experience.
“Now shoppers can buy avocados for that night’s meal and stock up for a party they plan to host that weekend,” stated Patrick Cortes, Senior Director of Business Development.
Since retailers traditionally do not merchandise two avocado specs side-by-side, Mission Produce’s Marketing Department worked diligently to create point-of-sale material that would bolster the program.
“We wanted the visuals to be effective and appealing,” said Director of Marketing Denise Junqueiro. “This includes ‘Ready’ signage in various formats of display and education. We labeled the stage 2 fruit as ‘Ready in a Couple Days’ and the stage 4 fruit as ‘Ready for Tonight.’ We are confident the POS material will speak to the consumer.”
Wileman concluded, stating that, “Mission Produce is paving the way for a new, multifaceted avocado ripening and merchandising program; one that is equally exciting for both the avocado handler and consumer. ‘Ready’ is the perfect solution for retailers who are seeking to advertise two different stages of the ‘world’s finest avocados.'”
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