Presentation on theme: "WHY JUST RIPE! In the two year period assessed, avocados ranked 11 th in total space allocated (average of 15 sq. ft.) among fruit categories but rank."— Presentation transcript:
WHY JUST RIPE! In the two year period assessed, avocados ranked 11 th in total space allocated (average of 15 sq. ft.) among fruit categories but rank 4 th in productivity (average of $70/sq. ft.) In terms of the total produce department, Avocados ranked second to last at 26 th in total space allotted, but rank 6 th in productivity ($/sq. ft.) for the two year period. Avocados consistently rank among the Top Ten profit generators in the produce department. Most consumer purchases are impulse buys, therefore most buyers are looking for ready to eat produce. Ripe = Value Data from the California Avocado Commission
WHY JUST RIPE! Q: As a retailer, how do you create sustained traction to maximize the opportunity associated with this category, leading to continued growth and the resulting sustainable profit potential? A: Recent studies prove that preconditioning and ripening of avocados directly results in increased sales and improves shopper satisfaction. The fact is, ripe avocados outsell green, hard avocados by a margin of 3 to 1. (source: California Avocado Commission) Data from the California Avocado Commission
CONSUMER PURCHASING! Based on 778 in-store shopper intercepts, CAC.
THE NUMBERS! (CAC data) 84% of consumers surveyed had a ripe avocado in their shopping cart. 57% of avocado purchases are planned before going shopping Almost 25% of those interviewed purchase avocados weekly, while almost 50% purchase at least monthly Data from the California Avocado Commission
THE NUMBERS! (CAC data) Provided by the CAC. 88% of shoppers define a ripe avocado as ready to eat either today or tomorrow. 77% of shoppers plan to eat their avocado purchase either today or tomorrow Data from the California Avocado Commission
DEVELOPED MARKETS! The percentage of ripe fruit displayed positively impact sales of avocados in Developed markets When displays held 50% ripe and 50% firm/breaking: – Volume increased by 2.6% – Dollars increased by 2.1% Data from the California Avocado Commission
NEW DEMAND MARKETS! The percentage of ripe fruit displayed positively impact sales of avocados in New Demand markets. When displays held 1/3 ripe, 1/3 firm and 1/3 breaking: – Volume increased by 7.3% – Dollars increased by 10.2% Data from the California Avocado Commission
RIPE PROGRAMS! (1 OF 3) A 9 week test (Sticker vs. Non-stickered fruit) in a Developed market 2 major retailers in a Developed market – The markets’ retailer avocado leader – A mid-level retailer of avocados 32 store test panel Avocados with Ripe stickers outperformed the sales of non-stickered fruit consistently with both retailers Data from the California Avocado Commission
RIPE PROGRAMS! (2 OF 3) Store with “Ripe” stickers out performed stores without stickers Retailer A: Avocado market leader: “Ripe” stores had a total sales lift of 12.97% over non-Ripe stores Retailer B: “Ripe” stores has a sales lift of 12.1% over non-Ripe stores Data from the California Avocado Commission
RIPE PROGRAMS! (3 OF 3) Avocados with Ripe stickers generated an average of 13% greater volume sales than non-stickered With advertised promotion, sales of Ripe stickered fruit increased by as much as 44% During July 4 th holiday Ripe stickered fruit outperformed non-stickered fruit by over 16% During a time of no-event, no-holiday, no advertising, no promotion, stickered avocados outperformed non-stickered fruit by as much as 28.46% and never less than 16.39% Data from the California Avocado Commission
RIPE PROGRAMS! (3 OF 3) Data from the California Avocado Commission
WHAT YOU CAN EXPECT! UNIFORMITY Inside and out. PROVEN Technologies. SUPERIOR Value.
WHAT YOU CAN EXPECT! UNIFORMITY Inside and out. – Every time, throughout the carton. Throughout the pallet. Throughout the order. – A Just Ripe! Guarantee of freshness.
WHAT YOU CAN EXPECT! PROVEN Technologies. Patented humidity control system Customized ripening to your specifications Specifically engineered for avocados Decreased shrinkage Sustained visual appearance Touch screen room by room programming Variable alarm sensor system High powered cooling and heating systems Maximized air flow volume and movement
WHAT YOU CAN EXPECT! SUPERIOR Value. – Online reporting and accounting – Knowledgeable and experienced sales staff – Program specified around your business needs
HOW IT WORKS! Simple 1-5 Just Ripe! Ordering system. Available online or in your provided manual.online – Allows you the freedom to order when and how you want. – Track your orders online and view your fruit in our high-tech gassing rooms.
POS MATERIAL! Point of sale material available.
CONCLUSION! West Pak Avocado utilizes the most accurate, precision ripening technology in the industry. By combining these advanced ripening capabilities with our 25+ years of quality and marketing experience, West Pak continues its commitment to being a true leader in the marketplace, keeping your operations one step ahead in terms of sell-through, customer satisfaction, and improved margins.