25th Annual Masters of Merchandising: AVOCADOS FROM COLOMBIA

April 1, 2026 | 6 min to read

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AVOCADOS

A GUIDE FOR FRESH PRODUCE RETAILERS

Avocados are a high-velocity, high-impulse category with strong appeal across meals and snack time. Shoppers buy them for flavor, health benefits, and versatility—from guacamole and tacos to smoothies and toast. Retailers who make avocados easy to shop (and easy to eat) can lift unit sales, reduce shrink, and grow total basket.

TOP DISPLAY TIPS

Lead with a “hero” set: Build one primary, easy-to-find display near the department’s front edge, then support with 1–2 secondary displays for peak weeks and seasonal food moments (e.g., game day, Cinco de Mayo, summer grilling).

Retailer display contests: Energize store teams—driving stronger execution, creativity, and incremental movement during key promotional windows.

Create abundance without bruising: Use wide, tiered or pyramid-style builds that look full, while keeping stack height reasonable to prevent pressure damage.

Mix bulk and bags: Offer bulk for shoppers who want to hand-pick ripeness and bags for speed, value, and families.

Use clear, simple signage: Call out ripeness, price, and usage ideas (“Ready Today / Ready in 2–3 Days”). Keep messages short and photo driven. (For example, use Avocados From Colombia die-cuts or iron man signs to help add color and visibility.)

Add a quick-use callout: A small “How to Ripen at Home” or “How to Cut an Avocado” tip can reduce shopper hesitation and improve satisfaction.

RIPENESS AND ROTATION

Merchandise multiple ripeness stages: Stock a balanced mix—firm fruit for later in the week, and ripe/ready-to-eat fruit for tonight.

Train teams on color and feel: Use consistent handling language (firm, breaking, ripe) and simple touch guidelines to reduce inconsistency between shifts.

Rotate with purpose: Frontface ripe fruit, replenish from the back, and pull soft/overripe fruit daily to protect the display and minimize waste.

CARE, HANDLING, AND TEMPERATURE

Handle gently end-to-end: Avoid overfilling, hard drops, or tight packing that can create pressure points and internal bruising.

Keep the display environment stable: Aim for a comfortable sales-floor temperature that supports ripening and eating quality; align to your supplier program and store conditions (many programs target around 68–75°F).

Maintain daily: Refresh displays, clean bins, and remove damaged fruit promptly to keep the set looking premium.

BACKROOM/PREP

Inspect on arrival: Check firmness, color, and overall condition so you can align fruit with your merchandising plan.

Store strategically: Use cooler storage to slow ripening until needed, then stage fruit to the floor based on demand.

Consider pre-ripened options: Work with your supplier on pre-ripened inventory for high-velocity periods and to support a consistent “ready-to-eat” offering.

CROSS MERCHANDISING AND PROMOTIONS

Build meal solutions: Create a salsa station with tomatoes, onions, cilantro, and limes—or pair with tortilla chips for easy entertaining.

Spotlight breakfast and wellness: Merchandise near bread, smoked salmon, eggs, or grab-and-go snack items to grow basket size.

Activate loyalty programs: Use digital coupons, points multipliers, “buy more/save more” offers, and personalized app messaging to drive repeat purchase and increase basket size.

Use in-store activation: Sampling (where allowed), recipe cards, and limited-time price features can encourage trial and add excitement.

ORIGIN STORYTELLING

Leverage the Raised by Colombia Campaign: Use the campaign to build awareness and reinforce purpose-driven messaging.

Showcase the People Behind the Fruit: Partner with Avocados from Colombia to highlight the communities behind the fruit— building shopper confidence and connection at shelf.