Deploy 1 bag program with TPR suppot extended to 50% of all of their divisions in October. Achieve a 64% unit lift vs PY 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. (Costco does not provide resutls in lbs. EQ, only units % increase)

Increase overall OND consumption by 3% EQ lbs as measured by Circana vs PY ( weeks 13-25).

Sell-in one omnichannel program to HEB focused and targeting a minimum 6.7% unit increase vs prior year. Results dependent on information provided by HEB. (Note: HEB will only provide unit % lift increase and dollars.)

Sell in CFP promotion to a Tier 1 account with national presence (Not including Walmart). Achieve a a 1.6% EQ lb increase vs PY (as measured by Circana) in participating stores/divisions. 50% of the final score will support the sell in and 50% for volume performance in participating stores/divisions.

Execute the national CFP snack offer saving $2 off 4 avocados. Establish benchmarks prior to the launch and achieve them once the savings offer platform is defined. 50% of the score will support the development/execution and 50% for achieving the benchmarks.

Develop and execute an CFP focused omnichannel program for Walmart targeting an 3.6% EQ lb increase vs PY (Circana).

Develop a national Big Game seasonal program to reinforce guac occasion. Sell-in and allocate a total of 46.6k EQ bins for the designated retailers based on new merchandising approach.

Achieve an 3.7% EQ lb growth as measured by Circana in participating accounts included in the new merchandising approach. For those accounts who do not participate in Circana results will be provided in unit growth.

Achieve a 9.5MM bag sell-in of CFP and Big Game bags.

Increase overall Big Game consumption by 3% EQ lbs vs PY as measured by Circana.

Achieve a 2.6 MM bag sell-in of Cinco thematic bags.

Develop a national Cinco seasonal program to reinforce guac occasion. Sell in and allocate a total of 24.1K EQ bins for the entire Cinco timeframe for designated retailers with new merchandising approach.

ncrease overall Cinco consumption by 3.2% EQ lb as measured by Circana.

Establish guardrails and guidelines to effectively deploy coupons in top accounts (ie: targeting rules, cost per coupon targets, offer guidelines) and for our national programs that will by end of Sept 2026

Deploy a coupon plan focused on 41% targeted and  59% non targeted approach excluding the Aisle rebate offers  (bag and bulk) utilized to support the branded bag program.

Establish a compliance benchmark for SGK, CFP, Big Game and Cinco as measured by Field Agent audits. Compliance benchmark to be set after the results of the Field Agent audit for SGK program. Established benchmark will set the target for CFP, Big Game and Cinco programming. The objective will be weighted 25% for CFP, 50% for Big Game and 25% for Cinco for achieving the established benchmarks.

Develop a portable merchandising plan and achieve a sell-in of 21.4K EQ equivalized portables in addition to our seasonal bin displays.

Achieve 5MM bag sell-in of SGK thematic bags.

Develop a national Susan G Komen program to reinforce the company wide cause related partnership. Sell in and allocate a total of 15.5k EQ bins for designated retailers with new merchandising approach.

Increase overall October consumption by 1.1% EQ lbs vs PY as measured by Circana.

Develop the national ADA partnership program and execute in two (2) Tier 1 accounts and achieve a sell in of 10.1k EQ bins with new merchandising strategy.

 Increase EQ lift in 2 Tier 1 Account (assumption Kroger & ABSCO ) by 5.1% EQ increase vs. PY.

 Achieve 2 MM bag sell-in of ADA thematic bags.

 Increase good fats unaided awareness among non-Hispanics from 62.5% to 62.9%. (source: CMT)

Increase good fats unaided awareness among Hispanics from 57.3% to 58.4%. (source: CMT)

 Target a 4.1% EQ lb lift at Publix vs YAG, 4.1% EQ lb lift at Kroger vs YAG, and a 4.0%  EQ lb lift at Food Lion vs YAG.

Develop and execute one (ie: avo toast) campaign in the South Atlantic in one Tier 1 account (assumption Publix). EQ% lift vs PY to be established when account is confirmed. 

Develop and execute a national Summer Program connected to World Cup and sell-in 5k EQ Bins with new merchandising approach.

 Achieve 2MM bag sell-in of World Cup bags.

Develop a retail media activation plan for the designated Tier 1 accounts (Walmart (2), Kroger (1) and HEB (1) and execute 4 activations no later than April 30, 2026.  Present proposed benchmark metrics prior to the implementation of program for each account. Achieve benchmark metrics for each participating account. Each account result will be weighted 25%.

Develop and sell-in H&W themed shopper marketing program to the top 9 Hispanic accounts. Target a combined  3.3% EQ vs PY in the participating accounts that at measured by Circana.

Provide an assessment of the Hispanic retail and shopper landscape leveraging new LEK insights and a recommendation that will drive volume in the accounts where volume must be defended.

Deploy 1  wave of Education bags during OND  targeting a 19.1% UNIT lift vs YAG in participating top performing divisions and 1 wave of Education bags during Spring targeting an 24.8% UNIT lift vs YAG in participating top performing ALDI divisions. Deploy 1 wave of Education bags during late DECEMBER through first 2 weeks of January targeting a 64.1% UNIT lift vs YAG in participaing divisions. Should Costco not accept the terms of timing, the funding shall be utilized to support 1 wave of Education bags during Post Super Bowl.  Results pending information from the account. Objective scored 25% for OND ALDI,  25% fo Spring ALDI, 50% for an activation in Costco during late DEC-first 2 weeks of January.

Develop and execute an Education focused omnichannel program for Walmart targeting an 3% EQ increase vs PY.

Increase knowledge score among non-Hispanics from 3.08 to 3.11 by end of FY. (source: CMT)

Increase Hispanic Education knowledge score from 3.47 to 3.49 by end of FY. (source: CMT)

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 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. 

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

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.

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.

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  

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)

Secure 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

Secure 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

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.

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.

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.

  Achieve an annual 3% in EQ lbs increase/growth vs PY by June 2026. (based on Circana). 

Achieve greater than a 13% recognition score for in-store ads in the CMT by June 2026.

 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 and Kroger for FY 27 planning

Test 1 new agency partner by end of FY 26.