Develop and sell in a Cure Bowl themed shopper activation in one (1) retail account in the FL region

Sell in a total of 80.3k EQ bins for the entire OND season (excludes SGK)

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of 108K EQ bins.

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of 51.6K EQ bins.

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year

Deploy a year round shopper and trade coupon campaign to support our seasonal, shopper power account, and loyalty offers targeting a departmental 50% ratio in targeted coupons.

Deploy a minimum of 2 bag programs with TPR support. Achieve a 75% volume/unit lift for OND and a 50% volume/unit lift for POST SB vs YAG in all participating divisions. Results pending information from the account. Target lift can be updated pending projection from the account PRIOR to the implemenation of the program. Objective scored 50% for each wave.

In partnership with Research & Analytics Team, provide 2 update for bag/bulk mix by top 10 US avocado markets (one during the fall and the 2nd in January) and analysis with actionable recommendations.

Deploy 1 wave of Education bags during OND targeting a 15% unit lift vs YAG in participating top performing divisions and 1 wave of Education bags during Spring targeting a 20% unit lift vs YAG in participating top performing divisions. Results pending information from the account. Target score can be updated pending projection from the account PRIOR to the implemenation of the program. Objective scored 50% for OND and 50% for Spring.

Deploy a minimum of 2 bag programs with TPR support. Achieve a 50% volume/unit lift vs YAG in all participating divisions for Cinco and Summer. Results pending information from the account. Target lift can be updated prior to the start of the program.

Launch a branded in-store POS program featuring education messaging in Walmart.

Drive a result above the 5 year avg score of 3.39 among Non Hispanics by end of FY 24.

Maintain Hispanic score of 3.89 by FY 24 End (Excluding English Preferred).

Secure six on-site operator Avo U's by end of FY 24 (to be weighted 80% vs on Demand)

Secure two virtual Avo U's (mixed groups) by end of FY 24 (to be weighted 20% vs Live)

Develop and deploy custom portable solutions or POS (ie: ripe now ripe later dividers) to 6 Tier 1 -Tier 2 accounts

Develop a portable merchandising plan and achieve a sell-in of 67.4k EQ equivalized portables in addition to our seasonal bin displays.

Develop a May 2024 - August 2024 market and retail specific summer plan and approach based on market conditions by December 30th, 2023. Plan should coninue to protect share in Kroger, AHOLD, SEG, COSTCO, PRICE CHOPPER AND ALBERTSONS.

Develop a national Susan G Komen program to reinforce the H&W strategic pillar with a sell in of 44,7k EQ bins (inclusive of Food Lion)

Maintain the healthy/nutritious recall at 30% among GM on the FY 24 Spring Brand Tracker

Increase the healthy/nutrtitious recall from 23% to 25% among HM on the FY 24 Spring Brand Tracker

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

Launch 1 omni channel programs in HEB focused on core uses targeting a minimum 5% unit increase vs prior year during Spring. Results dependent on information provided by HEB. 

Increase menu penetration for avocados on handhelds from 45.9 TO 46.4 by fiscal year end as measured by DataEssentials.

Develop and deploy a HHM shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City.  Target 15% unit lift in the accounts that are measured by Nielsen.  The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

Develop and deploy a post Super Bowl shopper program in top 8 Hispanic accounts including, Food 4 Less, La Michoacana, Superior Grocers, Cardenas, El Rancho, Northgate, Vallarta, and Food City. Target 10% unit lift in the accounts that are measured by Nielsen. The objective will be scored as follows: 60% of the score will be allocated to securing the top 8 accounts and 40% will be allocated to reaching the targeted unit lift.

Develop and introduce our first bag program with our new Hispanic brand messaging and introduce into 1 of the top 10 Hispanic acccounts

Develop and launch a perimeter merchandising program with a partner in a Tier 1 or Tier 2 account by April 2024. Provide a post mortem assessment and recommendation by Planning FY 25.

Develop and deploy turnkey kits in a minimum of 3 tier 1 and/or Tier 2 retail accounts

Develop and deploy a packaging standards playbook and incorporate into a future brand book update by Oct 31

Rollout national coupon thematic bags (OND, Big Game, Cinco) with total reach of 4.5MM bags

Recuperate guacamole menu penetration as measured by Dataessentials to 22.4 by end of fiscal year (same level as 2021)

Develop and launch our Guac Heaven Concept for both Retail IFPA and NRA by end of year

Increase menu penetration for guacamole by  menu incidence  from 1.2 to 1.3 as measured by Datassential

Develop a strategy and plan that defines our patron target and proposed approach for a fresh seal site plan by Planning FY 25

Convert (1) one operator on AFM's high processed converter list to fresh by end of FY 24.

Launch a total of twenty (20) LTO's in FY23 with accounts on AFM's Top75 list by end of fiscal 

Of the 20 LTO's at least seven (7) need to be with new partners not executed in FY23 (35% of FY24 LTO's to be with new partners)

Activate AFM in a  sales contest during OND with one of the big 3 distributor partners (ie: Sysco, PFG, US Foods)

Reevaluate and map Broadliner/Distributor tiers and programs to maximize AFM dollars to volume efficiency during Planning FY25

Secure 10 total quality partners to attend trip; 7 operator partners from Top 75 list. 3 Partners from Broadliners/Distributors/Contract Feeders. A minimum of 6 out of 10 participants need to be clients who are not actively promoting with AFM.

Map all non-comm players and sectors that are unkown to AFM and present learnings and strategic recommendation during FY 25 planning. 

Sell in turnkey programs to contract feeder partners to gain participation in  100 locations.

Evaluate current concessions strategy including Avo Eats sub-brand strategy and present an updated recommendation during FY 25 Planning with a brand book featuring guidelines to be launched at the beginning of FY 25.

Layout long-term strategic framework in support of future non comm entertainment opportunities and present recommendation/options during FY25 Planning (i.e. Disney)

Pitch a corporate concessions program through contract feeder(s) and secure one (1) national partnership agreement by end of FY 24

Develop clear FS KPI's by August 2023 to be presented and updated monthly in the AFM Metrics Committee.

Deploy and test (1) joint busines plan with a top tier account

Explore agency partnership opportunities and test by end of FY24

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

Leverage learnings and develop a strategic assessment from the FS Demand Landscape by Planning to help inform the FY25 strategy and build out a base three-year sales road map.

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

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

Grow correct branding in store from 34% to 36% for GM and 45% to 47% for HM.  Objective to be weighted 50/50.

Integrate in-store and e-com through one of our AFM strategic pillars and re-organize the digital shelf in 1 of our E-Com targeted accounts.