Fresh Produce Will Score Wins

Three ways retailers can sell more fresh produce for the Super Bowl.

The statistics are staggering. U.S. retailers sold 64.9 million units of Hass avocados during Super Bowl week, generating $74.4 million in retail sales, a 25% jump in dollar sales and a 3.8% increase in units compared to 2024.

According to the Hass Avocado Board’s (HAB) Avocado Holiday Retail Recap for Q1 2025, this year’s results mark the strongest Super Bowl week performance in four years, underscoring how avocados continue to score big with fans as a game-day staple.

“The two biggest items that spike in sales for the Super Bowl are avocados and guacamole,” says Tony Mirack, produce director of operations for McCaffrey’s Food Markets, a nine-store chain headquartered in Langhorne, PA.

But thinking of the Super Bowl solely as an avocado holiday risks a fumble on even bigger sales. That’s because when Levi’s Stadium in Santa Clara, CA, hosts Super Bowl LX on Feb. 8, 2026, the action on the field will be rivaled only by the food on America’s tables.

The Super Bowl isn’t just a sporting event; it’s one of the biggest eating occasions of the year.

“Football season, particularly the lead-up to the big game, has a meaningful impact on produce sales,” says Nichole Towell, director of marketing at Duda Farm Fresh Foods, in Salinas, CA. “It’s second only to the winter holidays for driving demand.”

Here are three ways to sell more fresh produce in the run-up to the Super Bowl:

1. GO ALL OUT WITH AVOCADOS

Mexico exported an estimated 242.5 million pounds of avocados to the U.S. in the four weeks leading up to Super Bowl 2025, according to data shared by Avocados From Mexico (AFM) in Irving, TX. This represents approximately 8% of the country’s crop, whose peak season is October to May.

For 2026, AFM has enlisted actor and comedian Rob Riggle as “The Guac Guru” to headline its nationwide Super Bowl marketing campaign launching Jan. 19. The initiative promotes avocados as the ultimate game-day ingredient, reinforcing the link between guacamole and football. Shoppers who buy the Super Bowl-themed bag can scan a QR code, upload their receipt, and receive $1.50 cash back, with 10 winners earning a year’s supply of avocados. AFM offers retailers in-store materials and packaging, while supplies last.

“Pair Rob Riggle’s larger-than-life energy with our fresh avocados, and you’ve got a game-winning combo that guarantees avocados will be the real champs at every watch party this season,” says Stephanie Bazan, senior vice president of commercial strategy and execution.

While California’s peak season typically runs from spring through summer, some early fruit is often available for Super Bowl promotions, especially for retailers in the western U.S, according to Terry Splane, vice president of marketing for the California Avocado Commission (CAC), in Irvine, CA.

“Our retail marketing directors work with avocado handlers and regional partners to identify early availability and co-develop merchandising and promotional opportunities,” says Splane.

Multiple displays of bulk avocados, bags, and organic fruit help drive sales, says Peter Shore, director of business development and marketing for Calavo Growers, in Santa Paula, CA.

This year was the first year meaningful volumes of avocados from Colombia were available during the first quarter. Colombia’s primary season runs from September to February, with peaks in December and January.

“As a result,” says Manuel Michel, managing director of the Colombia Avocado Board (CAB), based in Orlando, FL, “Colombian avocados have primarily played a supporting role in ensuring retailers have a reliable supply from multiple origins during key promotional windows like the Super Bowl.”

2. THINK PRODUCE DEPARTMENT-WIDE

“We tie in other produce items, like tomatoes, limes and cilantro, along with avocados for Super Bowl displays,” says Ben Painter, president of SPD Markets, a two-store chain headquartered in Nevada, CA.

Virtually any SKU in the produce department, from fruits and vegetables to nuts and tie-in products, can be promoted for the Super Bowl to increase the ring.

“Whole watermelons are the best value, with over three dozen servings per watermelon feeding a party-size crowd at Super Bowl parties,” says Stephanie Barlow, senior director of communications for the National Watermelon Promotion Board, in Orlando, FL, which offers retailers an online library of football party-related recipes, carvings, and usage ideas. “However, in February, fresh-cut watermelon is more readily available and convenient, especially when skewering cubes for party platters.”

As for vegetables, Robert Schueller, director of public relations for Melissa’s/World Variety Produce in Vernon, CA, recommends featuring jalapeño, serrano and shishito peppers, as well as a variety of tomatoes and tomatillos.

“Our premium Peruvian sweet onions are a fan favorite this time of year,” says John Shuman, president and chief executive officer of Shuman Farms, in Reidsville, GA. “We’ve built programs that celebrate flavor and sweet onions and also encourage fans to add more fresh produce to their game-day menus.”

Grimmway Farms, in Bakersfield, CA, has its new Carrot Fries Air Fryer Kit line for shoppers’ game-day spread this year. “It’s the first carrot air fryer product on the market and includes two flavors: Mediterranean Herb and Chipotle Maple,” says Katie Streiff, category marketing manager for carrots. “This product should be merchandised with other convenience vegetables to capture shoppers looking for convenience.”

Celery sticks and 2-inch Celery Dippers are consistently top-performing items for Duda Farm Fresh Foods during the NFL playoff season, according to Towell.

Kathleen Triou, president and chief executive officer of Fresh Solutions Network LLC, based in Newport Beach, CA, suggests tapping into the latest trend: potato boards. “The boards are crafted from seasoned mashed potatoes, which serve as a base for other toppings, spread on a cutting board,” she explains. “They are flavorful, enjoyed finger-food style, and a satisfying solution to hungry guests.”

Tajin seasoned kernels have been a football-watching fan favorite, says Joseph Setton, executive vice president of Setton Farms, in Terra Bella, CA. “Our premium Pistachio Pub Mix, featuring our family’s Buffalo Wing Kernels, crunchy ranch corn nuggets, savory sesame chips, and hickory almonds, is also a hit.”

Hampton Farms, in Raleigh, NC, is the official peanut of bowl season, says Eric Boonshaft, director of marketing. “Between the Bowl Season 12-ounce bags and display cases and our 24-ounce Salted In-Shell Peanut football-themed bags and display cases, we’ll be providing our retail customers with all the tools for a successful football-themed campaign.”

One in three Wonderful Pistachios consumers says they enjoy pistachios while watching sports, with football leading the way, according to Diana Salsa, vice president of marketing for The Wonderful Company, in Los Angeles, CA. “Our classic Roasted & Salted variety continues to be the MVP of our lineup during football season.

“We’re especially excited with the added momentum from our partnership with NFL quarterback Josh Allen, of the Buffalo Bills, who is featured on life-sized standees and point-of-sales displays.”

This year, Litehouse Foods in Sandpoint, ID, is working with retailer partners to offer eye-catching displays and limited-edition football-themed labels on its classic Litehouse Homestyle Ranch and Chunky Blue Cheese products. “This helps us create a connection back to the sporting occasion, which encourages people to grab us off the shelf,” says Kate Ness, senior brand manager.

3. BUILD GAME-DAY DESTINATIONS

Visibility is everything during the Super Bowl build-up, says Boonshaft. “We recommend using display cases and bins in the produce section, along with other areas of the store near beer and salty snacks. Retailers can also create themed zones, such as ‘Game-Day Headquarters’ or ‘Snack Stadium’ with peanuts featured alongside chips and dip, or position our display bins right next to the beer coolers, a move that consistently drives impulse sales.”

Strong merchandising is essential to capitalize on shopper enthusiasm, says the CAC’s Splane. “We’ve seen retailers show exceptional creativity. Some have built entire football fields out of avocado crates, complete with end zones and team colors. Others have set up ‘guacamole bars’ where shoppers can customize ingredients.”

Create a “Loaded Potato Bar” concept, recommends Samantha McCaul, senior marketing manager for the Sugar Foods Corporation, in Villa Rica, GA, which sells dry seasoning packets under its Concord Foods brand.

“Pair bacon pieces with potatoes, shredded cheese, and sour cream. Add inspiration with recipe cards or QR codes to drive impulse buys.”

Finally, another display and promotional idea is to create value-driven “Game-Day Snack Packs” by bundling celery sticks with popular dips like ranch, blue cheese, hummus, or with complementary items, like baby carrots and veggie trays, suggests Duda’s Towell. “These bundles appeal to consumers looking for convenient, ready-to-serve, and healthier snacking options.”