Develop a pipeline of 15 Guac Heaven recipe concepts to support GH Drumbeat experiences and events in time for Planning Phase 1. Concepts must all score above the 54.7 3 year avg benchmark.

Conceptualize and execute two (2) guac heaven road show experiences as part of the industry GH drumbeat. Each event to have a minimum participation of 8 unique chain operators per event (at least 50% of attendees being new or lapsed partners) . 

 Grow penetration from 14.8 to 15% in Non Mexican Operators.

Execute Guac Heaven Industry Drumbeat through a series of six (6) events. Kinetic (3), IFPA FS (1), Flavor (1) + one new industry event. 

Develop and launch a fresh guacamole innovation at Chain Fest with 1 AVO ALL STAR OR MONSTER FRESH CHAIN with an accompanying LTO and/or promotional activity to be executed by 6/30/2026.  Launch a Chainfest Activation that results in national media placements and meets or exceeds 300MM PR impressions benchmarks . 70% launching the event and LTO and 30% meeting the PR impressions projected.

Develop sales presentation by Sept 1st that can be presented to chain partners and leveraged at industry events. Must showcase Who is AFM, a why fresh selling story plus an overview all AFM resources.

Develop and implement AFM Fresh Hall of Fame Concept. Announce nominees by January 2026

Develop HOF amplification plan by Dec 2025 and deploy by March 2026.

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

 Acheive 2 market tests with processed or non avocado chains with at least 100 units

Execute the fresh list by highlighting an operator from each of AFM's 6 Tiered Segments

Partner with a Tier 2 or larger burger chain and execute at Burger Bash at the South Beach Food and Wine Festival in Feb 2026 and achieve either of the following a RIPE or an Avo U session with the partner chain.  Extra credit will be provided if an LTO is achieved by June 30, 2026 such as an avocado add-on or a sales incentive contest to support a burger menu item.
 

Increase menu penetration for avocados on handhelds in QSR, Casual and FC from 50.5% to 51% by fiscal year end as measured by DataEssentials.

Develop 2 avocado toast LTOS with a chain in our Tier List. One must be a new or lapsed partner on the list that did not have an LTO in FY 2025. One from Avo All Stars and at least one from Tier 1 or Tier 2.  If no AVO all star activates then there must be 3 avocado toast LTOs in tier 1 and/or 2. 

Develp a new application for Salads/Bowls and present by Planning Phase 2

Conduct 1 trend tour with salad/bowl concept or multi-operator H&W  

Secure an Avo U with 1 bowl and/or salad concept from the All Stars, Tier 1 or Tier 2 Segment by March 2026

Develop prospecting plan for integration in recreation channel (6F, Disney, SeaWorld, State Fairs) and receive 3+ proposals (1 amusement, 1 zoo, 1 State fair) By planning Phase 2

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

Capitalize on key tentpoles (OND, SB and Post SB) with selling occasions by launching sales contest with 3 broadliners any time from Oct-May to support larger themed company wide tentpole programs. 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.

Restructure the participation in our Tier 1 distributor promotions. Deploy eight (8) 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)

Achieve 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 8 promotions will represent 12.5% of the overall score.

 ecure 10 total quality partners to attend per event; 8 operator partners from Tiered 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.  If 2 partners from the Non Comm side are not reached, a total of 12 quality partners among Non Comm and Operators will be required to achieve the objective.

 ecure 10 total quality partners to attend per event; 8 operator partners from Tiered 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.  If 2 partners from the Non Comm side are not reached, a total of 12 quality partners among Non Comm and Operators will be required to achieve the objective.

Conduct 2 RIPE sessions with Monster, Avo All Star or Tier 1 Accounts

Develop and execute ONE (1) Cinco LTO Activation with top 5 Mexican Chain Account

Acheive 115 points by activating unique LTOs in Tiered Chain Partners

 Execute 25 total LTOs

 Activate with 5 new and/or lapsed chain partners in FY 26 maximum of 1 from the incubator group

Execute 3 LTOs in Monster Fresh and 1 LTO in Mega Targets.

Execute 4 LTOs in Avo All Stars and 6 LTOs in Tier 1

Execute 7 LTOs in Tier 2 and 4 LTOs in Growers

Revisit AVO eats Expansion for FY 27.  Expand Avo Eats programming through relevant partnerships in key markets in the South Atlantic and implement by end of FY 26 if opportunistic funding presents itself and exit all Avo Eats partnerships in California by end of FY 26.  

Provide an assessment on how Avo Eats can be evolved to reinforce our Guac Heaven concept by Planning Phase 2

Secure twelve (12) unique total AvoU's with tiered Chain/NonComm/Distributor accounts.

Launch "How to Sell Fresh" Sales Training Kits at a minimum of 6 LIVE district huddles/regional meetings in 2025 in Tier 1 accounts - Kits contain an avo tool and one pager that drives to online resources at a min.

Partner with R&A to explore and develop building a CRM system and have final plan for implementaion by 12/31/2025

Provide an assessment and activation plan based on biggest retail growth and demand unlocks in FY 27 based on the Demand Landscape Study by Planning Phase 3.

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

Test 1 new agency partner by end of FY 26.  

Maintain an above 85.1% familiarity

Develop and execute (1) VIVA MIM experience by June 2026

Conduct a series of 5 trend tours with new operators with at least one Multi Operator, 1 Monster Fresh and 1 Avo All Star

 Achieve 2 LTOS that get national media placements and meet or exceed our PR benchmarks (LTO benchmarks must be set in partnership with PR team before launch to receive full credit)

Implement Fresh Avo Rewards with 2 partners on tiered list (excluding incubator segment)

Execute 1 LTO in a mega target account