The California Avocado Commission developed two powerful data tools — AvoScore Cards and Avocado Business Reviews — to demonstrate to retail partners the business benefits of stocking and promoting in-season California avocados. CAC’s retail marketing directors use these tools to deliver actionable, retailer-specific insights that help secure distribution, boost seasonal sales performance, and build loyalty for the California Avocados brand.
AvoScore Cards provide retail partners with a snapshot of their avocado category performance, comparing unit sales, dollar sales and average selling price per unit during a 52-week period. Sales are broken down by PLU, organic versus conventional, and bagged versus bulk for both the California and non-California avocado seasons. Each scorecard benchmarks the retailer against the rest of the market, highlighting the retailer’s dollar share in the produce and avocado categories and identifying opportunities for growth.
The Avocado Business Reviews provide a more in-depth, customized look at each specific retailer’s avocado category performance and recommendations to strengthen their California avocado sales. The review includes detailed comparisons of unit sales, dollar sales and average selling price per unit broken out by PLU and bagged configurations. Further, the report outlines how a retailer’s performance compares to the rest of the market within their trading area, assesses the impact of the California avocado season and highlights year-over-year changes, incremental gains and average weekly sales lift. The data also examines the retailer’s promotional performance including how each promotion impacts volume share and lift and the average discount.
These tools, which utilize syndicated Circana retail sales data, equip CAC RMDs with timely insights that support smarter planning, better promotions and stronger avocado sales results. “Sales data helps our team stay competitive in today’s retail environment. We use data-driven insights to strengthen our programs and clearly demonstrate the value of the California avocado season to our retail partners,” said Terry Splane, vice president of Marketing for CAC.
