California-based Mission Produce has a fresh way of highlighting organic avocados with the debut of new packaging, available in both double layer and single flat formats.

For years Mission has packaged its organic avocados with purple PLU stickers and utilized purple mesh and bag straps to help retailers and consumers distinguish organic from conventional fruit.

It said the addition of this new box further extended the emphasis on organics.

“This box will call out organic avocados in the back room as well as on the sales floor," organic category manager Megan Berenbach said.

"It helps to highlight the organic fruit for backroom staff and will help them identify inventory as they pull Mission Organic avocados for display.

“As the organic category grows, we made it a priority to support our customer’s [sic] needs with updated packaging.”

Vice president of marketing Robb Bertels said the new packaging was "unique, clean and bright."

“Based on the popularity and growth of the avocado category – and especially organic avocados – we feel strongly that we need to do more to highlight organic for retailers and consumers alike," he said.

"According to the Hass Avocado Board, over 50% [of] heavy avocado users consider organic to be an important attribute when they are on the path to purchase.

"We don’t expect that to slow down, and anything we can do to highlight organic will benefit the category.”

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