Avocados From Mexico (AFM) will be showcasing its new year-round shopper communication platform, initiatives and partnerships at the upcoming PMA Fresh Summit Convention & Expo in Orlando, Florida, at the Orange County Convention Center from Oct. 18-20.
This year, AFM hopes to make a stronger connection with shoppers through the launch of its “Savor Every Moment” shopper communications platform focused on elevating engagement, expanding usage and increasing basket size.
“We are excited to unveil this year’s innovative shopper and trade programming at PMA,” said Alvaro Luque, AFM president. “By having a holistic trade show presence, retail partners will learn how our latest shopper marketing strategy offers 360 degree support to showcase fresh avocados for every meal and every occasion across the path to purchase.”
AFM will be launching its new year of national shopper marketing initiatives. The lineup of partnerships includes CPG brands Ritas, Tabasco Sauce, Smithfield Bacon and Tostitos Tortilla Chips to support fall football, the Big Game, the basketball championships and Cinco de Mayo. The brand showcase area in the AFM exhibit will bring to life the partnerships and shopper marketing programs, while also featuring an assortment of branded, semi-permanent, portable displays that can be utilized year-round to drive incremental sales and consumption.
Furthermore, AFM’s national shopper activity will be reinforced with efforts that spotlight big opportunities, like salads. This Fall, AFM will be highlighting the No. 2 usage occasion for avocados with a salad-inspired digital hub. A first for produce, this e-commerce targeted site will incorporate shoppable salad recipes, user generated content, recipe review capabilities and partnerships with Fresh Gourmet and The Incredible Egg.
AFM also will be partnering with The Incredible Egg to focus on registered dietitian outreach and to connect with consumers by supporting Heart Health and National Nutrition Months.
Additionally, AFM will introduce the “Ready When You’re Ready” education program, which focuses on picking, ripening, preserving and serving techniques, to build confidence and value with consumers.