Almost two years ago Del Rey Avocado made a decision to completely redesign its website and enhance its marketing efforts to meet customer needs. Little did the company realize that its efforts in partnership with TMD Creative (based in Salinas and San Diego, CA) would lead to tremendous national recognition from multiple corners of the marketing profession.
The new website, which launched in spring 2018, was the recipient of two national awards: The Academy of Interactive & Visual Arts 2018 Davey Award (Silver) and the Association of Marketing & Communication Professionals Marcom Award (Honorable Mention).
The new website focuses on providing buyers from both the retail and foodservice market segments quick and easy access to information they utilize on a daily basis. In addition to focusing on the buying community, Del Rey Avocado has strengthened its commitment by providing access and information to its family of growers globally.
In addition to the accolades the website has received, Del Rey Avocado in partnership with TMD Creative produced a series of Fair Trade documentaries featured on its website and social media. Additional mini documentaries were produced in conjunction with two of the largest retailers in the United States and Canada with the share commitment of Del Rey Avocado to offering consumers Fair Trade products at retail and most importantly improving the lives of farm workers, their families and their communities.
The documentaries produced were recipients of the internationally recognized Vega Digital Award (Centauri). The mini documentary entitled “Partnerships That Change Lives,” can be seen on the company’s website as well as on the company’s Facebook page. “Partnerships that Change Lives” highlights Del Rey Avocado’s activities in Mexico to help improve the lives of workers in the state of Michoacán (where a vast majority of Mexican avocados are grown).
“When we set out to revamp our marketing and communications strategy, we did not imagine the work produced in partnership with TMD Creative would yield such tremendous recognition. It has been humbling for all of us here because as a team we were able to create something that not only highlights our commitment to good stewardship but tells a compelling story at the same time. We are happy to call our relationship with Nick Pasculli and his team at TMD Creative a true strategic marketing partner based on a shared set of values,” said Bob Lucy, president.
“Nick and his team are very responsive and really understand the dynamics of a multi-generational family owned business. From our first meeting, I knew we made the right decision for our company and our family,” said Jessica Hunter, vice president of production.
Nick Pasculli, president of TMD Creative, said, “Del Rey Avocado has been a perfect partner for TMD Creative. We share the same social values and a commitment to the agricultural industry, making every aspect of our engagement a complete joy.”
The family-owned company has been in operations since 1969 and is headquartered in Fallbrook, CA, which is in beautiful northern San Diego County. Del Rey Avocado is one of the few California based companies that owns its facilities both on the West and East Coasts and has a total of five packing and distribution centers strategically located throughout North America. Additionally, the company grows in five unique geographic regions, three of which include Mexico, Peru and Chile.
