Consumers, retailers and many foodservice operators eagerly await the arrival of Florida green-skin avocados every year, grower-shippers say.
About 60% of the Florida avocados sold by Doral, Fla.-based J&C Tropicals are sold to retail customers outside of Florida, said Denise Gomez, marketing manager. Shoppers anticipate Florida avocado season, and supermarkets like to promote the fact that the avocados were grown in Florida, she said.
The overwhelming majority of the Florida avocados sold by Homestead, Fla.-based Brooks Tropicals are sold to retail customers, from small farmers markets to bodegas and national retail chains and club stores, said Peter Leifermann, vice president of sales and marketing.
“We distribute to retail at the top and bottom of the West Coast and into Canada as well,” Leifermann said.
Florida-based chains like to promote the grown-in-Florida aspect of the product, he said. “It's a feature that is increasingly featured in promotions across North America.”
Shoppers who buy Brooks Tropicals avocados often reach out to the company directly asking when product will be available, Leifermann said.
“It helps build the excitement during our groves' dormant months,” he said.
(Photo courtesy of Florida Department of Agriculture and Consumer Services)
The Florida Department of Agriculture and Consumer Services connects with supermarkets to call attention to Florida avocados, said Susie McKinley, director, division of marketing and development.
“Fresh From Florida partners with retailers to promote Florida avocados in circular ads, sampling events, and in-store radio ads,” she said.
Fresh From Florida also features Florida avocados in print and digital publications, and the program connects growers with buyers at industry trade shows. Florida avocado growers actually have co-exhibited with Fresh From Florida at recent trade shows, McKinley said.
Justin Timineri, state chef and culinary ambassador, develops recipes featuring Florida avocados that are published on freshfromflorida.com and shared with more than 900,000 social media followers, McKinley said.
Foodservice establishments also are good customers of Florida avocado suppliers.
“Restaurants use Florida avocados for many delicious recipes, such as salads, shakes, guacamole, dressings, tacos, ice creams and more,” Gomez said.
Restaurants may also point out that the avocados are a Fresh From Florida product, she said.
Chefs like Florida avocados because they have lower fat content, and they are low in calories, Gomez said, so they can be used in their “lighter and healthier dish options.”
“Chefs admire the often-milder flavor and smoother texture of tropical avocado, attributes which allow the fruit to be used across the menu, not just for guacamole,” Leifermann said.
“The more upscale restaurants feature them as both Florida and by their unique variety,” he said.
Florida avocados also are a value proposition.
“[The price of a] 1.5-pound avocado means food costs go down in the back of the house, which is vital to the profitability during these times of increasing restaurant operating costs,” Leifermann said.
