Avocados From Colombia runs retail campaign with Weis Markets

Orlando, FL (June 12, 2025) – The Colombia Avocado Board (CAB) partnered with Weis Markets, Inc. BB #:104388 to launch the Heart of Colombia Avocado Display Contest, a retail campaign designed to drive consumer excitement and increase impulse avocado purchases.

Running fromMarch 27 through April 23, the promotion was activated in 200 Weis stores across three regions, combining custom displays bins, point-of-sale materials, and team incentives to generate consumer excitement and spark impulse purchasing.

Produce managers were challenged to create an eye-capturing displays that placed Avocados From Colombia at the center of their department. With up to $7200 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.

According to the Hass Avocado Board, in Q2-2024 avocado dollar sales reached their highest levels of the year, underscoring the opportunity to build brand equity with consumers during seasonal peaks.  Promoting during key holidays creates opportunities to develop relationships with consumers – who are starting to become familiar with the taste and flavor quality of Avocados From Colombia.

“Our partnership with Weis Markets reflects a shared commitment to quality, consistency, and excellence”, said Manuel Michel, Managing Director of the Colombia Avocado Board.

“As Colombian avocado volume continues to grow year-over-year, these retail programs are essential to driving trial and educating consumers.  After a successful retail promotion like we just experienced with Weis, the enthusiasm from produce managers reinforces that Colombia is not just a new source, but a rising force in the U.S. avocado category”

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,” stated 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.”

The Colombia Avocado Board continues to expand its footprint in the U.S. through partnerships with retailers and foodservice operators, backed by a commitment to quality and responsible sourcing.

For more information on the Avocados From Colombia promotional program, please reach out to marketing@avocadoscolombia.com. Download the Avo Playbook: Seasonal Strategies here to see the promotional program, fun facts, and calendar on key holidays to promote.

About Colombia Avocado Board

The mission of CAB is to build the tools to work in sync with HAB to cultivate consumers in the United States by aligning growers, exporters, and importers together under one cohesive marketing effort focused on Colombian avocados.  CAB was certified by USDA on January 7, 2020, under the authorization of the Hass Avocado Promotion, Research, and Information Act of 2000 (7 U.S.C. 7801-7813).  For more information or a full list of the Board of Directors and committee assignments, visit the “About the CAB” section of https://avocadoscolombia.com/ or contact Manuel Michel, Managing Director of CAB at mmichel@AvocadosColombia.com.