It is really a no-brainer. Since many consumers purchase avocados to make guacamole, merchandising guacamole mix next to the avocados will help spur sales of the popular tropical fruit.
Concord Foods suggests retailers do just that with its line of Concord Fresh Success brand guacamole mixes. They are available in five varieties — Mild, Extra Spicy, Authentic, Classic Mild and Classic Extra Spicy — that were created based upon regional preferences across the United States. Packaged in single-use pouches, consumers simply add two ripe avocados to the mix to make two cups of guacamole dip. All products contain no artificial flavors, colors or preservatives.
“The best placement for Concord Foods’ Guacamole Mixes is adjacent to avocado displays,” said Samantha McCaul, marketing manager at Brockton, MA-based Concord Foods LLC. “Concord Foods provides attractive shipper displays and racks that will allow retailers to cross merchandise mixes with the fresh companion items.”
That helps drive avocado sales, especially around key holidays.
“By cross merchandising Concord Fresh Success Guacamole Mixes with avocados, retailers will earn additional revenue, especially when the mixes are displayed in prime positions in the produce department. The best placement is on the shelf, adjacent to the avocados,” McCaul said.
“Retailers can really drive avocado sales by promoting and creating themed displays during holidays and events,” McCaul added. “Some of the best selling events for guacamole mix include the Super Bowl, Cinco de Mayo, the Memorial Day/July Fourth/summer period and football season.”
McCaul cited research showing that 68 percent of shoppers buying guacamole mix also purchase avocados, with the average purchase being three avocados per shopper.
“While we don’t have our own avocado program, we have and will partner with avocado commissions, etc. on retailer-specific programs, such as demos. In addition, we provide retailers with specialized and branded merchandising racks,” McCaul noted.
Consumers can also find recipes using guacamole mix on the company’s website and its Facebook page. “We recently launched a new consumer-friendly website,” McCaul said. “On our website consumers can find information about the guacamole mix and store locations.”
On the commercial side, Concord Foods offers a product that allows retailers and restaurateurs to make fresh guacamole in bulk.
“As guacamole has increased in popularity across the U.S., consumers are seeking prepared guacamole in the deli and produce departments,” McCaul said. “Having a prepared product meets an important consumer need and can add millions of dollars of sales per year to any operation.”
Concord Foods has a long history of helping retailers boost their produce department sales. The company was founded by Jeff Neville in 1968 in Braintree, MA, after he had a vision of selling lemon and lime juice from little plastic fruit-shaped bottles. At that time only fresh fruits and vegetables were sold in the produce aisle.
“Fifty years later, Concord Foods now offers seasoning and smoothie packets using no preservatives, clean label/non-GMO chocolate and caramel dips, crispy vegetable snacks and fresh-squeezed juice to accommodate busy shoppers looking to bring nutritious and flavorful meals to their families,” McCaul said.
“Today, Concord Foods has more than 70 products with national distribution and can be found in the fresh produce department as each item requires the use of fresh fruits and vegetables. From organic caramel and chocolate dips to all-natural seasoning and smoothie mixes, Concord Foods is dedicated to improving its technology to ensure we’re providing high-quality products to our consumers,” McCaul said.
