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Mission Produce launches new organic packaging

Mission Produce announced a new way to highlight organic avocados with the debut of a new organic avocado box. The new design is a bright white box featuring a royal purple stripe as well as Mission’s classic branding. It is available in a double layer box as well as a single layer flat.Mission-Organic-lug

For years, Mission has packaged its organic avocados with purple PLU stickers and has utilized purple mesh and bag straps to help retailers and consumers distinguish organic from conventional avocados in the store. The addition of this new box further extends the emphasis on Mission Organics.

“This box will call out organic avocados in the back room as well as on the sales floor. It helps to highlight the organic fruit for backroom staff and will help them identify inventory as they pull Mission Organic avocados for display,” Megan Berenbach, organic category manager for Oxnard, CA-based Mission Produce, said in a press release. “As the organic category grows, we made it a priority to support our customer’s needs with updated packaging.”

“The new packaging is unique, clean and bright,” Robb Bertels, vice president of marketing for Mission, added in the press release. “Based on the popularity and growth of the avocado category -- and especially organic avocados -- we feel strongly that we need to do more to highlight organic for retailers and consumers alike. According to the Hass Avocado Board, over 50 percent heavy avocado users consider organic to be an important attribute when they are on the path to purchase. We don’t expect that to slow down, and anything we can do to highlight organic will benefit the category.”