Mission Produce, the world leader in Hass avocado producing, marketing and distributing, has expanded the sales of their avocado lines, Minis and Emeralds in the Rough. “Our concept was to sell the whole tree, reduce waste and be more sustainable,” explains Roberto Rodriguez, export sales manager. “Rough outside, just as flavourful on the inside” – that is the idea we want to convey to our customers. Consumers used to have negative perception of imperfect produces, and we were selling grade 2 avocados to Horeca sector. Two years ago, we started to use value added packaging and market imperfect avocados, explaining to our clients that exterior flaws do not influence the quality and taste of the avocados; and we achieved our goal – the perception of consumers has changed. Another concept introduced by Mission Produce, Minis Small but Mighty, is also in demand.
“We have distributed these lines in North America with huge success and are expanding them to other markets. We displayed the samples at our stand at Fruit Logistica, and got considerable interest from the Fair visitors,” concluded Rodriguez.