Sustain and deploy a  comms plan in FY 25 supporting a series of marketing, industry and innovation in support of "Guac Heaven."  Present the activation plan by March 31 and activate 2 elements outside of NRA by June 2025

Lead the development of the guacamole strategy and plans, including developing a path for evolving Guac Heaven FY 26 as our guacamole concept, including an activation plan with supporting drumbeat.. Must present by Planning Phase 2

Develop a playbook guide for operators on how to activate Guac Heaven. Have ready by NRA.

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

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

Succesfully launch unique hand held with Which Wich.  Create PR and POS support materials by 2/28

Create plan to distribute to high pririorty clients targeted for MIM FY 26.  Develop plan and deploy by April 2025.

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

Implement Fresh Avo Rewards in one of the Tier 1 LTOs

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

Leverage social media trends to develop 1-2 AFM owned concepts per quarter that will be posted and shared on AFM social media. To gain full credit, one is due in March and the other is due by end of June 2025.

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

Explore agency partnership opportunities and test by end of FY24

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

Collaborate with R&A and provide all post analytic/post mortem in support of all national and account specific programming  within 6 weeks of program end date.

Collaborate with R&A to develop and deploy a minute survey to establish baseline number to understand the impact of our training  on innovation for fresh avocados and deploy after each experiential AFM event (Trend Tour, MIM, Avo Us etc) - plan to use more fresh etc. Must deploy at minimum one survey between March - June to receive credit.

Maintain an above 80% familiarity score with Avocados From Mexico

Conduct monthly agency budget reconciliation.  Must provide monthly report by agency and any supporting recommendations to receive full credit including a March, April, May and June report.

Update the AFM Avo University presentation and ensure the marketing section is robust conveying the brand success story by June 2025