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Avocados From Mexico Revolutionizes The Way Consumers Shop For Avocados With New Education Program
Manuela Walfenzao| 4 de julio de 2019
Alvaro Luque Avocados From Mexico
Avocados From Mexico (AFM) has developed a first-of-its-kind educational campaign to help importers, retailers and consumers overcome common barriers to purchase. The guidelines, which are outlined in the new Avocados From Mexico Education Playbook, offer importers and retailers new insights for positioning and strategy.”In our conversations with consumers, we learned how much they value education” said Alvaro Luque, President of Avocados From Mexico. “Emotions are especially high throughout the avocado buying experience and perception of wasted fruit can be frustrating for them, lessening the value of their purchase, while causing hesitation of future purchases.”For more than a year, AFM performed in-depth custom research, analysis, and testing to better understand the educational needs to combat the biggest barriers to purchase after price and selection at store. The research found that ripening and preserving are key areas of concern to consumers, so AFM began testing various avocado techniques to ripen and preserve avocados. Tests to speed up and slow down ripening and preserving the remaining half of an avocado were performed in the Avocados From Mexico Culinary Center. Based on their findings, Avocados From Mexico created a communication platform called “Ready When You’re Ready,” focused on enabling consumers to feel confident their avocados are ready when they need them to be.
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