Avocados from Mexico will kick off its 2014-15 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill), a fully integrated program for Hispanic accounts. The program will feature a mobile sweepstakes and a coupon-recipe savings offer as well as digital, social media and in-store merchandising.
The main drive to build excitement in consumers will be through a text-to-win mechanism where consumers will be able to win outdoor large green eggs. In addition, consumers will be able to save $1 on their produce purchase when they buy three Avocados from Mexico. The savings offer will be made available via an in-store coupon and also through the text-to-win platform.
This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text to win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.
“Given that Hispanics are adopters of technologs in-language digital and mobile channels will be key to reach Hispanics in their path-to-purchase. In order to reach the 'Nueva Latina' Avocados From Mexico needs to leverage the technologies that she uses to engage with her,” Stephanie Bazán, Hispanic marketing director of AFM, said in a press release.
The “Échale al Asador” program will run from Sept. 15 to Oct. 15 in California, Arizona, Texas, Chicago and Florida in approximately 1,200 hispanic chain stores and independents.
Retailers will feature large avocado dump bins with the AFM header and Hispanic heritage themed point-of-sale displays. An AFM in-store merchandising team will be utilized to help merchandise and maintain avocado displays.
The Fresh Produce Association of the Americas is putting the final touches on its 46th Produce Convention & Golf Tournament. The convention will be held Oct. 30–Nov. 1 in Tubac, AZ, located just north of one of Nogales, AZ.
“We are really excited about this year’s event. In addition to Bruce McEvoy of Seald Sweet, we also have former Arizona Congressman Jim Kolbe to round out the educational component,” Lance Jungmeyer, FPAA president, said in a press release. “Of course with our fantastic weather and our concentration of produce companies for people to network with, the FPAA Produce Convention has been a must on everyone’s calendar for many years.”
The FPAA Convention kicks off with the afternoon educational opportunities including the following:
Building a Global Produce Empire
During his tenure as President of Seald Sweet, McEvoy helped transform the citrus cooperative into a global entity, with a series of deals culminating in a merger with Holland-based UNIVEG Fruit & Vegetable Group, resulting in a company with $4 billion in annual sales. McEvoy will offer some simple steps to help attendees build their own global sourcing strategy.
How does Arizona Succeed in the Future with Trade and Mexico
Jim Kolbe, senior transatlantic fellow for the German Marshall Fund and former Arizona Congressman, will reflect on his time in Washington, DC, and present his vision for how Arizona will succeed in the future with trade and Mexico.
The opening evening takes full advantage of the spectacular weather and networking opportunities. Set in the Plaza at the Tubac Resort, participants have the opportunity to meet with old friends, make new business relationships and discuss the Mexican produce season.
The FPAA’s Golf Tournament kicks off on Friday morning, and the FPAA Convention Committee has designed a fun, two-day golf event where players can pick their own partner and win great prizes. New this year, golfers will have four chances to win a car in hole-in-one contests over the two-day event.
Back by popular demand, the FPAA will be offering helicopter rides from 2–5 p.m. on Oct. 31, starting on the putting green at Tubac Golf Resort & Spa, down produce row, to the border and back.
The Gala Event and Pillars of the FPAA Award Ceremony will be held Oct. 31. In its fifth year, the Pillars of the FPAA Award honorees will be recognized during the Friday evening dinner, dancing and networking event. The Pillars of the FPAA Award recognizes excellence and service to the FPAA and honors individuals who have excelled in the industry. The award highlights members’ accomplishments in the industry. Last year former FPAA Executive Director Bob Hathaway was honored as the Pillar of the FPAA.
“We strive to give everyone a great backdrop as they interact with their clients, suppliers, and friends in the industry. The produce business is very much based on relationships, and this is the event to nurture those relationships,” Jungmeyer said in the release.
The FPAA Convention will be held at the Tubac Golf Resort & Spa, which is located a few miles north of Nogales, AZ. Tubac is also located just 45 minutes south of the Tucson International Airport. Companies interested in registering for the event or that have more questions are encouraged to contact the FPAA office at 520/287-2707 or to visit the convention website at http://www.freshfrommexico.com/view.php?pg=6
Robinson Fresh continues to add to its lineup of consumer brands with the addition of Green Giant Fresh asparagus. The asparagus product line is available year-round and nationwide through an exclusive licensing agreement.
Green Giant Fresh asparagus is offered in bulk packaging in club and retail boxes, as well as tags, wraps, and poly bags to provide quick and easy packaging options for today’s convenience-driven consumers.
The addition of Green Giant Fresh asparagus is a result of the collaborative success of the introduction of Green Giant Fresh avocados in May 2013.
“Asparagus is one of the fastest growing fresh vegetable categories and is an essential part of our full line of Green Giant Fresh products,” Jamie Strachan, chief executive officer at Green Giant Fresh, said in a press release. “Robinson Fresh's category leadership combined with our Green Giant retail support programs will put our customers in position to consistently outpace the rest of the market.”
In addition to being one of the faster growing retail brands in fresh produce, Green Giant Fresh supports the asparagus category through value-added services, including category management, brand support as well as comprehensive advertising and promotion campaigns.
“Robinson Fresh is proud to take part in bringing fresh, new asparagus options to our client base,” Michael Castagnetto, director of global sourcing at Robinson Fresh, said in the release. “The 'Green Giant' brand represents fresh, high-quality products that consumers can depend on.”
Similar to the Green Giant Fresh avocado program, the bagged asparagus options will feature the Box Tops for Education coupons. More than 40 million households participate in the Box Tops for Education program, and participating schools earned more than $80 million during the 2012-13 school years.
Monte Vista, CO — Mexican marketing campaigns remain in a holding pattern as the Colorado Potato Administrative Committee awaits further word on the border fully reopening for potato exports from the San Luis Valley, according to CPAC Assistant Director Linda Weyers.
Weyers said in mid-August, "We're playing the waiting game right now," noting the committee was awarded a USDA specialty crop block grant early this year to research consumer-direct marketing programs for its Mexican trade.
"Consumers in Mexico are familiar with the white-skinned potatoes that are grown in their country," she said, adding that CPAC's ultimate goal is to "reach both buyers and consumers" with information about russets, yellows and reds from Colorado.
"It is a learning curve for both of us," Weyers said of the potential new audience inside Mexico.
However, the full campaign meant to reach the interior of Mexico hinges on the reopening of the border.
"We got in on May 1," Weyers recounted of the short-lived opening of the border that was more than a decade in negotiations. "In mid-May everything was shut down, and now we're back to the 26-kilometer restriction [on potato exports into the neighboring country]."
While it waits on the full opening to take place, CPAC continues to develop its marketing program that includes grocery chains just inside Mexico, she said.
"We'll be using U.S. Potato Board resources," Weyers said of promotional materials and outreach.
On the domestic side of marketing promotions, CPAC is revamping its web page, coloradopotato.org, with added video capabilities and enhanced graphics.
"There will be more interactive elements this coming season," Weyers said. "We'll have newsfeeds, and we're strengthening our industry pages with links to research projects being conducted by Colorado State University and the Colorado Certified Potato Growers Association."
Marketing Administrative Assistant Racheal Werner continues to enlarge CPAC's presence on Facebook, Pinterest, Twitter and LinkedIn with additional interface in each of the social media venues, and CPAC has partnered with Denver's NBC affiliate, KUSA Channel 9, in producing four 15-second television commercials set to air throughout September.
The "Colorado Proud" message for potatoes includes CPAC's tagline, "From Our Family to Yours," and "actors" - adults and children - in the spots are all potato industry members from the San Luis Valley, Weyers said.
And as border talks move ahead, the committee will have a strategic planning session "while this new shipping season is in progress," Weyers said.
Artichokes, the official vegetable of Monterey County and the state of California, will be celebrated at the 78th annual Monterey County Fair Aug. 27-Sept. 1.
Ocean Mist Farms will help celebrate the fair by sending Arti the Artichoke to the fair on Friday, Aug. 29 to meet fans from 3-6 p.m. Interested visitors can visit Arti's Facebook for more details about his appearances.
At the fair, Ocean Mist Farms will be serving fried artichokes and artichoke sourdough bisquewhile entering Ocean Mist’s product line of fresh vegetables, including artichokes, for judging against other locally grown produce. It is an annual tradition for the Ocean Mist Farms harvest managers, crew supervisors and quality assurance team to demonstrate their expertise at putting together special fair packs for the vegetable commodity judging competition.
As part of its fair participation, Ocean Mist Farms donates product to the Country Store located in the Ag Building each day of the fair; all Country Store sales proceeds benefit the Monterey County Fair exhibit program and Ag department.
“We are excited to bring the majority of our local grown vegetables to this year’s Monterey County Fair,” Hilda Medina, marketing event specialist and report analysis, said in a press release. “It’s a great way to demonstrate the quality and commitment we have as a local grower.”