Avocados From Colombia Launches Retail Campaign with Weis Markets

The Colombia Avocado Board (CAB) partnered with Weis Markets, Inc. to launch the Heart of Colombia Avocado Display Contest, a retail campaign designed to drive consumer excitement and increase impulse avocado purchases. Running from March 27 through April 23, the promotion was activated in 200 Weis stores across three regions, combining custom display bins, point-of-sale materials, and team incentives to generate consumer excitement and spark impulse purchasing.

Produce managers were challenged to create eye-capturing displays that placed Avocados From Colombia at the center of their department. With up to $7,200 in gift card prizes on the line, store teams brought their creativity to life, by leveraging cross-merchandising with lemons, mangos, and other complementary produce to highlight avocado versatility and drive sales.

The campaign timing aligned with key spring holidays including Easter, Earth Day and Cinco de Mayo.
The campaign also marked the beginning of the Traviesa season, one of Colombia’s two harvest seasons that support year-round availability. The natural rainfall helped produce a high-quality crop, making the promotion a celebration of both a new harvest and a growing market presence.

“Our stores were excited to introduce Colombian avocados into the category in the last year, and to promote its rich flavor and versatility,” says Mathew Forbes, avocado buyer at Weis Markets, LLC. “The contest energized our stores and encouraged collaboration across departments. More importantly, it gave our staff the confidence to highlight the story of Avocados From Colombia and helped them better connect with customers.”