Sell In and implement 3 On Demand Avo U's (sales team wide) with Tier 1 broadliners, contract feeders partners and distributors within their system.  For credit, need to provide visual evidence (ie: screen shot)  or email confirmation.

Secure 6 AFM on-site PLUS 2 virtual and/or offsite

Launch "How to Sell Fresh" Sales Training Kits at a minimum of 6 LIVE

Develop our NRA strategy and approach by mid September.

Develop a pipeline of 10 guacamole concepts in time for planning Phase 1 to be utlized in Guac Heaven, New Materials, 2026 Innovation. Concepts must all score above the 54.7 3 year avg benchmark. 60% weight on reaching benchmark and 40% on implementation.

Grow penetration from 14.1 to 14.7% as measured by Dataessentials

Grow  menu penetration from 17.7 to 17.8% as measured by Dataessentials

Develop and launch "Guac Schmear" in one of the top 75 account list

Deploy a broker blitz in 50 handheld operator locations in the South Atlantic January-February and grow fresh avo on handhelds by 5% from 338k to 389k in the South Atlantic region as measured by Supply Track. This objective will be weighed 50% for deployment of brokers and 50% for growth of fresh avo on handhelds.

Develop and launch the beachfront burger smashdown and secure 5 burger chains to participate, 2 of which need to be new burger partners with more than 75 locations and 3 need to be Tier 1 burger chains

Present a proposal in Planning around the future of Avocado Toast in the FS channel and how to own it.

Increase menu penetration for avocados on handhelds from 46.3 TO 46.5%  by fiscal year end as measured by DataEssentials.

Secure 1 handheld (deli) partnership in a retail foodservice footprint (Tier 1 or 2)

Secure 10 total quality partners to attend trip; 8 operator partners from Top 75 list. 2 Partners from Broadliners/Distributors/Contract Feeders. A minimum of 5 out of 10 participants need to be clients who are not actively promoting with AFM however exceptions for repeat customers with new decision makers qualify such as Chipotle; Qdoba, Potbelly, Applebees.

Develop a pipeline of 4 (JULY 2025-AUGUST 2025) chain account LTOs

Conduct 2 RIPE sessions with Monster and/or Tier 1 accounts

Launch a total of twenty-two (22) LTO's in FY25 from AFM's Top 75 Tiered list with at least 1 Monster Account. 19 must be unique LTOs. Should a monster account activation not take place, the LTO target will increase to twenty-four (24) accounts within the AFM Top 75 list by end of fiscal year. Non-Tiered AFM LTO's are excluded from this objective. 

Implement Fresh Avo Rewards in one of the Tier 1 LTOs

Launch at least 1 LTOs within our Monster Accounts. This objective is subject to the guideline in operator LTO objective and is subject to an amendment

Launch at least 11 LTOs within our Tier 1 accounts. This objective is subject to the guideline in Operator LTO objective and is subject to an amendment

Launch at least 6 LTOs within our Tier 2 accounts. This objective is subject to the guideline in Operator LTO objective and is subject to an amendment

Launch at least 4 LTOs within our Growing Potential Accounts. This objective is subject to the guideline in Operator LTO objective and is subject to an amendment

Conduct a series of 3 trend tours with new operators. 1 to be focused on multi operator tour, 1 on a Tier 1 account and 1 on a Monster account

Develop a prospecting plan in Non Comm Segment

Launch 3 contract feeder activations in at least 2 Tier 1's  and  1 Tier 2 account(s). Activations must be AFM specific such as guac carts or AFM innovation placements. 

Pitch a partnership with Disney and secure a proposal for evaluation to be executed in FY 26

Assess and work on a Made in America exemption for avocados year-round

Develop 1 (JUNE 2025-AUGUST 2025) Non Comm summer program

Develop and launch "Guac "n Ranch" in one of the top 75 account list and launch one big PR activation with the Comms Team

Develop a mapping of processed vs fresh for chain and non comm accounts

Convert (1) one operator on AFM's high processed converter list to fresh by end of FY 25.

Ensure at least 75% of our LTOS' include a fresh seal integration

Capitalize on OND and Super Bowl selling occasions by launching sales contest with 3 broadliners any time from Oct-Super Bowl  to support larger themed company wide tentpole program. Provide a targeted unit lift vs PY that outpaces joint benchmark. Must present target unit lift and benchmarks prior to launch in order to receive full credit.

Update our FS Distributor/Broadliner Segmentation by Planning Phase 2 and provide an asssessment that includes learnings and actionable recommendations

Increase compliance of flex pack (Size: 48-72) among SYSCO opcos by securing 15 new sites

Restructure the participation in our Tier 1 distributor promotions. Deploy 4 promotions among Tier 1 distributor partners that include participation in  their national programs that are adapted to AFM needs (ie: AFM promotions based on sizing, AFM promotions based on dynamic pricing based on region opportunities (ie: $1 off in Texas; $2 off in GA)

Provide a targeted unit lift vs PY that outpaces joint benchmark. Must present target unit lift and benchmarks prior to launch in order to receive full credit.  Each of the 4 promotions will represent 25% of the overall score.

 Launch the Avo Eats brand book and apply new brand standards across existing activation elements including in-stadium presence, all guac carts and new branded equipment and materials for new consumer experiential programs  by June 30th, 2025

Develop a recommendation for how we will expand Avo Eats across AFM consumer facing areas by Planning Phase 2

Formulate POV/diagnostic on current strategy/plan and provide recommendation to drive growth in Com and Non-Com segments

Update our FS Chain Account Segmentation by Planning Phase 2 and provide an asssessment that includes learnings and actionable recommendations

Explore agency partnership opportunities and test by end of FY24

Maintain an 80% working dollar spend in our overall Shoppper/Trade & Foodservice budget 

Maintain an above 80% familiarity score with Avocados From Mexico