Major Chain Retailers Celebrate Start of the California Avocado Season
As California avocado growers begin harvesting fruit, in-store and digital promotions by retail chains generate excitement among consumers that boost spring sales volume and build a powerful momentum to help move a higher volume of fruit during the peak season. Typically, early season support for California avocados comes primarily from local and specialty retailers who can easily adjust their supplies of fruit commodities. The examples below highlight a range of retailers who are merchandising and marketing California avocados, demonstrating the value these chains place on the California Avocados brand.
Local Southern California retailer Bristol Farms, whose 19 stores are located within influential neighborhoods where shoppers are willing to pay premium prices for quality fruit like California avocados, was a supporter of the California avocado crop again this season. From March 31 – April 25 the chain posted on their website, sent emails and ran consumer ads and social media promotions announcing California avocados are now in season and available at their stores. In addition, the California Avocado Commission sponsored an ad in the Bristol Farms Passport to Savings program, which will reach more than 100,000 shoppers via email. The ad and online direct-to-ordering features the California Avocados brand logo and the new consumer advertising creative, the best avocados have California in them.
Starting in April, Southern California-based Ralphs stores, the largest division of Kroger, displayed their preference for quality California avocados and demonstrated support of California avocado growers by transitioning bulk fruit and bagged fruit into California origin. This season Ralphs is promoting both smaller size California avocados in bags and larger California avocados in bulk. In April, Ralphs promoted the small fruit in ads and through online ordering, bringing California avocados to the attention of consumers.
From April 24 – 31, 161 Sam’s Club locations in the Western U.S. featured secondary displays promoting early season California avocados. Sam’s Club doubled the count of their club stores merchandising California avocados this year, adding clubs in Arkansas, Iowa, Kansas, Missouri, Nebraska, Oklahoma and Texas featuring secondary displays, in-store loop video runs, posters with QR codes and shopper carts all promoting that California avocados are a heart-healthy superfood.