Sell in a first time national program with two Tier 1 customers (Walmart/Costco).

Deploy 1 national bag program with TPR support and a Costco book offer. Achieve a 66% volume/unit lift for OND.   Results pending information from the account. Target lift can be updated pending projection from the account PRIOR to the implemenation of the program. 

Sell in a total of 41.5K EQ bins for the entire OND season (excludes SGK) 

Increase overall OND consumption by 1% as measured by Circana (unit lift - weeks 13-25).

Drive a 4% lift in Walmart. This is contigent on selling in a national rollback to Walmart.

Launch 1 omni channel program in HEB focused on core uses  targeting a minimum 4% unit increase vs prior year in support of CFP. Results dependent on information provided by HEB.

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of  115K EQ bins. 

Deploy a minimum of 2 bag programs with TPR support. Achieve a 65%  volume/unit lift vs YAG in all participating divisions for January and Post SB. Results pending information from the account. Objective scored 50% for January and 50% for Post Super Bowl.

Deploy 1  wave of Education bags during OND  targeting a 38% unit lift vs YAG in participating top performing divisions and 1 wave of Education bags during Spring targeting a 38% unit lift vs YAG in participating top performing divisions. Results pending information from the account. Objective scored 50% for OND and 50% for Spring. 

Sell in national coupon bags (OND, BIG Game, Cinco)  with a total of 8MM bags 

Deploy a coupon plan focused on 50% targeted and 50% non targeted approach

Target a 4 % unit lift in Publix,  10% in Kroger and 3% Food Lion - Lift vs PY (resulting in a positive lift target).  Lift numbers can be changed in advance of the program start date pending change in timeframe.

Develop and deploy a partnership with Dave's Killer Brand in a top tier 1 account in the South Atlantic. 

Target a unit lift 15% vs YAG based on a 3 year CAGR. Targeted lift can be updated by preseningt a unit lift proposal prior to the launch the program.

Present an updated status of the geographic opportunity and present an assessment by Planning Phase 2.

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of  54K  EQ bins. 

Launch 1 omni channel program in HEB focused on core uses  targeting a minimum 10% unit increase vs prior year. Results dependent on information provided by HEB.

Realign and sell -in the education channel strip messaging focused on a relevant technique(s) to Walmart.

Develop and sell-in custom education bag with relevant messaging for Walmart shoppers. Bag could replace current universal bag or include a wave of custom education bags

Increase the Education Equity score from 3.49 to 3.52 by June 2025 as measured by the CMT

Increase the Education Equity score from 3.08 to 3.11 by June 2025 as measured by the CMT

Develop a national Susan G Komen program to reinforce the company wide cause related partnership with a sell in of  43k EQ bins 

Collaborate with the Brand + PR teams to develop guardrails for overall company wide strategy including a POV on how it applies to shopper

Develop and deploy custom portable solutions in 4 Tier 1 -Tier 2 accounts

Develop a portable merchandising plan and achieve a sell-in of 63k EQ equivalized portables in addition to our seasonal bin displays. 

Develop a May 2025  - August 2025 market and retail specific summer plan and approach by February 2025 and implement by May 2025.. 

Develop and sell in a Lent and/or a H&W themed shopper marketing program to the top 10 Hispanic accounts. Target a combined 10% unit lift in the accounts that at measured by Nielsen.

Provide an assessment of the Hispanic retail and shopper landscape and a recommendation that will drive volume outside of the tentpole events

Sell-in our national thematic bag programs to one  of our top 10 Hispanic retail account for each of the following programs:  SGK, OND, Big Game, AHA and Cinco.

Develop and Sell in our national AHA partnership program in 1 Tier 1 account

Increase unit lift in one Tier 1 Account (assumption Kroger ) by 7% and gain approval for bins as part of the program offering. Contigent on selling in to Kroger.  Should Kroger not authorize the program, an alternate Tier 1 shall be substituted.

Increase the "contains Good Fats" score from 59% to 62% among HM on the June 2025 CMT report

Increase the "contains Good Fats" score from 56% to 57% among HM on the June 2025 CMT report

As part of the Digital Shelf, customize the product development page for a minimum of two Tier 1 or Tier 2 accounts.

Develop and launch an e-com plan in Kroger and Walmart by Oct 2024.

Develop and deploy a private label in-store perimeter campaign delivering 1.75 %  units sales lift.

Deploy turnkey kits in a minimum of 2 Tier 1 and/or Tier 2 retail accounts 

Secure 8  AFM on-site PLUS 2 virtual and/or offsite Avo U's.

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.

Develop our NRA strategy and approach by mid September.

Sustain and deploy a  drum beat in FY 25 supporting a series of marketing, industry and innovation in support of "Guac Heaven."  Present the activation plan by August 30th.

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

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 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.

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

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

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.

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

Develop a distribution gap opportunity proposal and recommendation in targeted accounts by Planning Phase 1

Explore agency partnership opportunities and test by end of FY24

Achieve greater than a 12% recognition score for in-store ads in the CMT by June 2025.

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

Expand and implement the JBP process to a Tier 1 account outside of Walmart for FY 26 planning