From Mexico are certified by the American Heart Association®. Certification does not apply to serving suggestions or recipes.​

Certification does not apply to recipes. While many factors affect heart disease, eating avocados as part of a diet low in saturated and cholesterol may reduce the risk. If you’re wondering what makes Avocados From Mexico the world leader in both production and consumption, the answer is that fresh is in our favor. More than 75% of Mexican orchards use only rainwater to produce 1.8 billion pounds of avocados per year for the U.S. market. When you think Avocados From Mexico, think 365/24/7. Here is what geographically sets us apart: There are many reasons to love Avocados You should know that Mexico is distinctive From Mexico (AFM) and we are here to tell due to its rich geography and offers many you why. Here at AFM, we understand that natural wonders. Mexico is and always will be having access to year-round , like the prominently proud of its diversity, culture and Mexican Hass , is vital to retailers history. The country borders the United States, and their customers. For this reason, this toolkit Belize and Guatemala and offers a scenic was created to supply you with some serious landscape that varies from mountain ranges knowledge about our unique fruit, the only to oceanfront lowlands. avocados available 365 days a year.

Hass Avocado Board. “Volume Data 2016”. 2017. Hass Avocado Board. “Volume Data 2016”. 2017.

The story of Avocados From Mexico is as fascinating as it is incredible. From its small start in 1997, the Mexican Hass avocado industry has experienced rapid expansion in the U.S. The robust program of the AFM brand yields more than 2 billion media impressions and is rapidly blazing trails within the produce category.

Not only is the AFM brand adopting the most advanced digital technology in the market to gather customer and consumer data and to connect with a variety of groups in innovative ways, but it is also shifting industry paradigms by becoming the first produce brand ever to run a Big Game TV ad, three years running.

Learn more at AvocadosFromMexico.com/Trade Full of Feeling Avocado purchase drivers are often highly emotional and rooted in…

Connection: Avocados bring Fun: Avocados “dress up” people together and are meals making them more often the center of a meal/ fun and inviting to eat. party spread.

Security: Avocados are Peace: Avocados can be a the green, healthy food treat that enhances relaxing, with universal appeal. indulgent moments.

Key Strategic Recommendations 1. Educate and inspire along the entire path to purchase Pre-Shop: Meet shoppers’ needs by satisfying their higher- 2. level goals such as health or connecting with friends Shop: Ensure messages are relevant, meaningful, at 3. the right time based on their mindset and mission Shop: Give shoppers confidence at the moment . of truth/purchase Post-shop: Support shoppers as they use and 5. store the product as well as to facilitate the social sharing of consumer-driven content

The Mindsets The 4 predominant shopper mindsets that drive avocado shopping behavior.

OPEN MINDED

Creating Planning & Exploring Why Avocados From Mexico is targeting Seeking inspiration for a Simultaneously fulfilling the list the Planning & Exploring Mindset: meal to make that day & seeking spontaneous delights Shoppers in this mindset are consciously engaged PRESENT FUTURE Largest Mindset (38%) Zoning Out List Following Highest Avocado Usage medium (41%) / heavy (38%) users Sticking to routinized Sticking to the list with shopping patterns zero deviation Drives 2nd Highest Avocado Purchase

CLOSED MINDED

Source: Avocados From Mexico Shopper Mindset Study 2016 Learn more at AvocadosFromMexico.com/Trade Simple Luxury Avocados’ rich, creamy texture and satisfying taste stretches shoppers’ perception beyond produce into more hedonic items like meats and cheeses.

Fuzzy Health While avocados have a positive health halo, there is some uncertainty at point-of- sale regarding the health benefits. This health halo provides a permissible indulgence and makes eating healthy fun. 57% of all households buy avocados

Perfect Pick Picking the “perfect” avocado gives shoppers pride but can be a daunting $68 value of shopper challenge. Shoppers want simple cues, especially at the moment of purchase. basket with avocados ($ 1 without avocados)

Tunnel Vision 6. average number of Shoppers are often blind to irrelevant messages and in-store activation not in avocado trips per year their direct line of sight. Beautiful avocado displays direct shoppers’ attention at the fruit, causing them to disregard overhead signage. $3. average avocado spending Displays Drive Purchase per trip More relevant inspiration points will drive repetition and impulse purchases. Strategic placements can strengthen shoppers’ associations with different consumption occasions. $ 1 average annual 74% of shoppers report they would buy more 23. avocados if they saw more “displays around avocado dollar spend the store” to remind them of avocados.

Source: Hass Avocado Board. 2016 Shopper Segmentation Study. 2016. Learn more at AvocadosFromMexico.com/Trade EAT LIVELY Avocados From Mexico is proud to be at the forefront of shifting attention to fresh produce year-round. We recognize the powerful influence that retailers have in highlighting the health and nutritional benefits of avocados—helping customers maximize well-being and value with each visit to their local store. Our proprietary research indicated that three key nutritional messages resonate with shoppers most:

XX Nearly 20 , minerals and Loaded with phytonutrients Good (plant nutrients)

XX 3g of fiber

XX 0g of

XX 80 per serving

Nutrient-Dense XX 44mcg DFE (Dietary Folate Equivalent) of folate

Heart-Healthy

Avocados From Mexico are certified by the American Heart Association®. Certification does not apply to serving suggestions or recipes.​

NUTRITIONAL ATTRIBUTES OF AVOCADOS While many factors affect heart disease, eating avocados as part 1 serving = one-third of a medium avocado or 50 grams of a diet low in and cholesterol may reduce the risk.

HEART-HEALTHY NUTRIENT BOOSTER WEIGHT E Fresh avocados are a Because they contain MANAGEMENT Healthy avocados contain heart-healthy fruit. They unsaturated fat, avocados Replacing high 6% of the daily value for provide naturally good are a unique and healthy snacks with nutrient-dense . Vitamin E is an fats, are low in saturated fruit that can act as a foods, like avocados, is antioxidant that protects fat, and are cholesterol- “nutrient booster” by a nutritious way to help body tissue from damage free and sodium-free. helping increase the people eat healthier. The and helps keep the immune absorption of fat-soluble Dietary Guidelines for system strong against viruses nutrients like vitamins A, Americans recommend and bacteria. D, K and E. small shifts in food choices to help people achieve overall healthy eating patterns. Learn more at AvocadosFromMexico.com/Trade DO THE AVOCADO SWAP

SWAP TO BOOST FRUIT INTAKE SWAP FOR HEART HEALTH SWAP TO ADD A SOURCE OF FIBER ADD HEALTHY A CREAMY PLANT-BASED FAT AVOCADOS TO TOPPING, SPREAD SOURCE FOR BREAKFAST AND SNACK BAKING Eating a healthy diet rich in some Fresh avocados can be part of Avocados contribute nearly vegetables and may protect a heart-healthy diet and lifestyle. 20 vitamins, minerals and plant against certain types of cancers. Avocados are cholesterol-free, compounds that can enhance Healthy avocados are a fresh fruit sodium-free and low in saturated fat. dietary nutrient quality. Avocados that can enhance the nutrient quality are also a good source of fiber and XX Add to sandwiches and burgers of the diet. folate per 50g serving (one-third of XX Mix into salads (chicken, tuna, a medium avocado). XX Spread on toast veggie) XX Mix into a smoothie XX Enjoy as a topping for soup XX Feature in cookies, brownies and muffins XX Enjoy as a topping on yogurt or cottage cheese XX Replace one half of the butter or oil in baking recipes with an equal amount of mashed, ripe avocados. Reduce baking temperature by 25 degrees. Avocados pair perfectly with eggs!

Learn more at AvocadosFromMexico.com/Trade How to Store

CHECK OR DAILY

DRIZZLE WRAP TIGHTLY REFRIGERATE How to Ripen an Avocado Faster

• 1 TO 4 DAYS • CHECK + OR + DAILY RIPE & READY! How to Slow Down Ripening

RIPE & READY TO

EAT WITHIN RIPENED + = AT ROOM 2 – 3 DAYS TEMP

Color is How to Pick an Avocado not always

the best YIELDS HARD FIRM TO GENTLE indicator of PRESSURE ripeness

READY TO EAT READY TO EAT READY TO EAT IN 4 – 5 DAYS IN 2 – 3 DAYS TODAY OR TOMORROW

Learn more at AvocadosFromMexico.com/Trade Color is not always the best indicator Stages of Ripeness of ripeness

STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 Very hard fruit. Usually Pre-conditioned fruit is Breaking (pre- Firm/Ripe fruit yields Ripe fruit yields green in color. During ready to eat in approx. conditioned) fruit to gentle pressure. to gentle pressure. certain times of year, 3 to 5 days if held has slight give at top Ready to eat, best Use same day for mature hard fruit can at room temperature. & bottom. Ready for slicing and dicing. all uses or refrigerate be black in color. (15–25 lbs. pressure) to eat in approx. 3 Will be ripe next for up to 3–5 days. Ripens in approx. 7 days if held at room day if held at room (5 lbs. or less) days (25 lbs. pressure) temperature. (10–15 temperature. (5–10 lbs. pressure) lbs. pressure) Store Level Receiving and Handling • Keep ripened avocados refrigerated at 40ºF (never lower than 38ºF) • For further ripening, hold avocados at 60ºF to 65ºF; never exceeding 68ºF • Pre-conditioned avocados are very The Right Size is perishable and bruise easily; handle them with the utmost care Always in Season 4

3

2 * #84 #70 #60 #48 #40 #36 #32 1 Height (in inches) (in Height * #84 #70 #60 #48 #40 #36 #32 3.75 – 4.75 oz. 4.75 – 6.25 oz. 6.25 – 7.5 oz. 7.5 – 9.5 oz. 9.5 – 10.5 oz. 10.5 – 11.75 oz. 11.75 – 13.75 oz. Yield ¹⁄₃ cup ⁷⁄₁₆ cup ½ cup ²⁄₃ cup ⁷⁄₈ cup ¹⁵⁄₁₆ cup 1 cup

PLU# 4046 PLU# 4225 PLU# 4770 Small/Medium Large X-Large

Always fresh, always delicioso and available 365/24/7, Avocados From Mexico come in various sizes perfect for every use. Feature multiple avocado items in the same promotion—like small and large size avocados at different price points.

*Not to scale. Yield and height are approximations. ©2016 Avocados From Mexico Learn more at AvocadosFromMexico.com/Trade DISPLAY AND

• BOOST INCREMENTAL SALES by displaying avocados next to products that work well together in recipes and meals such as tomatoes, onions, limes and pre- cut salads

• PROMOTE USAGE IDEAS for occasions such as holidays and sporting events

• EDUCATE CONSUMERS on nutritional benefits and recipe ideas using avocados

• Do not display avocados on wet racks or near misting systems

• Displays should include avocados that are breaking (pre-conditioned) & ripe

• Firm or hard fruit is best featured on a separate display to REDUCE SHRINK and shopper handling

• Boxes with hard fruit go on the bottom; boxes with soft fruit are stacked on top

Learn more at AvocadosFromMexico.com/Trade