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The Chilean Citrus Committee recently kicked off its Summer Chilean Citrus season at WinCo Foods promoting Chilean lemons.IMG 2789

WinCo Foods, a 116-supermarket chain based in Boise, ID, ran a social media Instagram contest — When life gives you lemons, make ____________ ! — July 7-11. Followers had a chance to win a USB Juicer Cup by commenting on their favorite way to use Chilean lemons.

WinCo and the Chilean Citrus team promoted the company-wide contest and sampled lemon-mint-infused water at a California WinCo location on Saturday, July 8. Besides tasting delicious with its sweet and tangy flavor, the lemon water offers many health benefits, including  flavnoids, Vitamin C and potassium. The week of the promotion WinCo also posted Fruits from Chile's new mason jar lemon meringue pie recipe youtube video.

The team provided the social media contest entry forms and Chilean citrus recipes cards. Plus Chilean dancers, lemon and orange mascots posed for photos and handed out Fruits from Chile kids activity books.

The goal of the promotion was to create consumer awareness that citrus is coming from Chile during the summer and early fall months. Chile’s citrus season runs June thru October and is expected to export close to 250,000 tons of lemons, Navels, clementines and mandarins this year. Chile is one of the largest exporters of Navels and easy-peelers to North America.
  

Avocados are taking over London roads, as the World Avocado Organization unleashes its Avocado Fruit of Life-branded buses and black cabs on a grand tour of the city.

The striking and unmistakeable transformation of a favorite British icon will be brightening up journeys for commuters and tourists alike with green goodness akin to the fruit itself and #AvoBus and #AvoCab hashtags for passengers to share photos of their avo-travels on social media. They can also enter an Instagram giveaway to win a gift card and bag themselves a summer’s supply of avocados by tagging @avocadofruitoflife and using the hashtags.Avobuss

This follows the successful activation of the WAO's pan-European marketing campaign for avocados, including partnerships with Costco and Tesco in the United Kingdom; Carrefour, Monoprix, Lidl and Costco in France; Edeka in Germany; Bama in Norway; ICA in Sweden; and Costco in Iceland. In addition the WAO has also launched dedicated social media channels for the U.K.’s favorite superfood on Facebook, Instagram, Twitter, YouTube and Pinterest in three languages.

The non-profit organisation was launched last year by Peru, South Africa, Mexico and California origin suppliers in a bid to further educate consumers about avocados. “The U.K. has experienced an avocado craze in recent years and demand for them is growing on a daily basis," Xavier Equihua, chief executive officer of the World Avocado Organization, said in a press release. "In 2016, Europeans ate more than 400 million kilos of avocados in 2016 and by 2017 we expect to see this increase to a whopping 480 million kilos – a 20 percent increase in just 12 months. We expect 2018 to be even greater with pan-European consumption growing to upwards of 500 million kilos. We want to fuel this demand and respond to U.K. consumers’ curiosity to learn more about the avocado’s versatility. I expect avocado demand to further grow by double digits in the U.K. and other European countries.”

London is one of the innovation hubs of avocados in Europe and the WAO is looking to drive awareness with new initiatives to become even more involved in city residents' everyday lives. The fruit of life’s rise in popular culture has been nothing short of remarkable in recent years, with everything from socks to pool inflatables being avo-fied; what better place to further its cultural relevance than London’s iconic buses and black cabs?

Avocados From Peru is also taking over the bus wraps of U.S. cities Baltimore, Washington, DC, and Philadelphia.

 

Nearly a month after Amazon and Whole Foods Market Inc. announced a $13.7 billion merger agreement, a Whole Foods shareholder filed a lawsuit looking to block the acquisition, according to a report in the Austin American-StatesmanThe shareholder has reportedly said the deal undervalues Whole Foods and is being made without sufficient transparency.

According to the article, shareholder Robert Riegel claims that "Whole Foods’ proxy statement filed on July 7 is misleading and failed to disclose information important to stakeholders." It also said he claims the proxy statement did not disclose how certain valuations were calculated.

It has been a busy few months at Whole Foods. In April Jana Partners became the second-largest investor in the company. At the time the group, unrelated to the current lawsuit, said it acquired the shares because it believed they were "undervalued and represent an attractive investment opportunity." 

Jana said it intended to have discussions with the Whole Foods board of directors and management regarding the company's chronic underperformance for shareholders as well as changing the board and senior management composition. A month later Whole Foods unveiled new and accelerated initiatives to increase profitability, improve operational performance and enhance shareholder value. A few weeks later the Amazon deal was announced. 

Fourth of July avocado actual sales figures indicate 118.3 million pounds were sold in the United States in support of holiday festivities, making it the highest Fourth of July consumption period for avocados on record.

The results were stronger than the 100-million pound pre-holiday projection and surpassed the 2016 actual by nearly 20 percent. Memorial Day, which kicks off the U.S. summer holiday season, also accounted for 118.3 million pounds.

The California Avocado Commission kicked off its programming in April with season-opening activities followed by its American Summer Holidays program in May, California Avocado Month activities in June and programs for the Fourth of July. 

The commission’s California Avocado Month advertising incorporated print and in-store radio as well as Pandora audio targeted to where California Avocados are in distribution. It was supported by social media that generated more than 8.2 million impressions. Digital advertising has played a big role in California avocado marketing this year.

Three video recipes produced this year by ABC in Denver for Colorado Potatoes, the marketing arm of the Colorado Potato Administrative Committee, continue to gain traction on social media, the committee’s website and the Google Ad network.

According to Linda Weyers, assistant director of CPAC, and Savannah Schlaufman, marketing administrative assistant, the recipes were developed by Colorado Chef Jason Morse and are presented in “fast hands” mode, showing how the renowned chef puts together such fare as potato-inclusive Colorado Chicken and Waffle Hash, Colorado Flatbread and Colorado Potato Poutine.colopotatopoutineA Colorado twist on a Canadian classic gives this potato poutine a green chile kick. Photo courtesy of CPAC/Colorado Potatoes

The latter, a riff on the Canadian cheesy treat, is a showstopper with Colorado spuds, lots of cheese and green chile.

The videos, which were launched in May and will run a total of three months, rotate in airing, with each running about a minute.

“We’re reaching out to food enthusiasts,” Schlaufman said of how the audiences were targeted. Much of the effort focuses on the Southeast, where large volumes of Colorado potatoes are shipped.

After previous campaigns indicated the area with the highest response, the marketing team began working to that strength.

“We have our geographic area narrowed down to seven states reaching from Texas to Florida,” Schlaufman said.

“Our last campaign was Colorado Potato Noodles, and we were really happy with it,” Schlaufman said. “We expanded on it for this three-video campaign.”

Facebook and Instagram are the two social media platforms being used, with likes and shares increasing consumer exposure exponentially.

Schlaufman said, “Also, whoever uses the Google network can share the videos on their personal YouTube page.”

In addition to the foodie fun, Schlaufman is producing her own videos as well. Called “From Seed to Store,” the productions look at the San Luis Valley potato season throughout its entire process. Schlaufman said she’s hoping to “reach people who’ve never been on a farm.” Those videos will also be on Facebook and YouTube.