Time to kick off Big Game promotions

About 83,000 football fans are expected to jam Caesars Superdome in New Orleans for Super Bowl LIX on Feb. 9, but 123 million more will be watching the NFL championship game on TV. And they'll be munching on a plethora of snacks, many of which will feature a variety of healthful fruits and vegetables, such as avocados, mangoes, sweetpotatoes and even green onions and cilantro.

The Big Game is the biggest avocado holiday of the year, said Brooke Becker, senior vice president of sales for Mission Produce Inc., Oxnard, Calif.

“We're looking forward to lots of opportunity to drive sales with avocados,” she said.

One-third of football fans consider guacamole the top game-day snack, Becker said, so she encourages retailers to drive sales by cross-merchandising avocados with “affinity items” like tomatoes, onions and tortilla chips.

“Cross-merchandising avocados with guacamole ingredients is a great way to inspire increased purchasing,” she said, adding that football fans over-index on ingredients like tomatoes, onions and tortilla chips.

“Hass avocados are an excellent produce item to promote, as consumers are actively seeking them both in stores and online,” said Manuel Michel, managing director of the Colombia Avocado Board. “Guacamole, with avocado as its star ingredient, is a key conversation driver and a popular choice among shoppers.”

Colombia has become a dependable source of high-quality avocados, provides a consistent supply for retailers and helps fill critical gaps during periods of high demand, he said.

Indio, Calif.-based Green Life Farms offers more than 20 premium vegetables, including fresh green onions, barbecue onions, radishes and cilantro, which are ideal for Super Bowl promotions, said Jaime Torres, chief financial officer.

“These items are versatile and can be used in a variety of game-day recipes, from dips and salsas to garnishes for main dishes,” he said.

“Green onion, barbecue green onion, radishes and cilantro are ideal for Super Bowl parties because they add fresh, vibrant flavors and colors to any dish,” Torres said.

They're also more healthful options that can balance out heavier, more indulgent foods that are typically served at Super Bowl gatherings, he said.

The Big Game is all about bringing friends and families together, said Michelle Grainger, executive director of the Benson-based North Carolina Sweetpotato Commission.

“North Carolina sweetpotatoes are the superfood you can count on to make snacking an enjoyable experience,” she said.

Sweetpotatoes are a good item to promote for Super Bowl because they're versatile and offer health benefits, such as potassium, beta-carotene and vitamin C, Grainger added.

Sales of a number of fruits and vegetables experience an uptick around Super Bowl time.

In 2024, 62.3 million pounds of avocados were sold during the two weeks leading up to the Super Bowl, generating $133 million dollars in sales, Becker said.

“The quality of Colombian avocados has become increasingly consistent as the industry has implemented improved handling practices, management techniques and production standards,” Michel said.

“As the trees mature and the industry gains experience, the fruit's taste and overall eating experience have also improved,” he added.

Green Life Farms expected to have plenty of high-quality produce on hand to meet the increased demand for The Big Game, Torres said. Prices should be comparable to last year.

“The Super Bowl is indeed a significant time for sales of vegetables,” he said. “We typically see a noticeable increase in demand as consumers look for fresh ingredients to complement their party spreads.”

Sweetpotato prices are expected to increase compared to last year because of a decrease in supplies, but still, “sweetpotatoes are considered to be one of the best value superfoods a consumer may purchase,” Grainger said.