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.

Launch "How to Sell Fresh" Sales Training Kits at a minimum of 6 LIVE district huddles/regional meetings in 2025 in Tier 1 accounts

Secure 70 on-site engagements at 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

Elevate Guac Heaven Drumbeat by bringing booth or colleteral to 4 industry events

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

Create and deploy AFM Handheld Deck to highlight AFM innovation handhelds and HH's discovered via culinary experiential outings.

Increase menu penetration for avocados on handhelds from 46.3 TO 46.5% by fiscal year end as measured by DataEssentials.

Secure 1 handheld (deli) partnership in a retail foodservice footprint (Tier 1 or 2)

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.

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

Implement Fresh Avo Rewards in one of the Tier 1 LTOs

Conduct 2 RIPE sessions with Monster and/or Tier 1 accounts

Conduct a series of 3 trend tours with new operators. 1 to be focused on multi operator tour, 1 on a Tier 1 account and 1 on a Monster account

Highlight biggest volume tentpole opportunities within each segment of Non Commercial and present tactics to strengthen at FY26 planning

Develop 1 (JUNE 2025-AUGUST 2025) Non Comm summer program

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

Deploy a minimum of 10 avo carts in new partner locations

Create a timeline and actionable strategy to develop a private label in our Tier 1 Broadliners who do not offer PL for Fresh Avocado by FY26 Planning

Outline and dollarize the cost gap between fresh and processed using average OND pricing and labor costs in FS and provide assesment of findings (Partner with Connections and impliment into how to sell fresh module) (Present findings at Planning 1)

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

Increase compliance of flex pack (Size: 48-70) among SYSCO opcos by securing 15 new sites

Partner with Research Team and hold 3 Business Reviews with 3 separate unique Tier 1 Distributors

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 at least 2 promotions/activations with Tier 2 distributors

Launch at least 2 promotions/activations with Tier 2 distributors. 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 2 promotions will represent 50% of the overall score

Launch at least 1 promotions/activations with Tier 3 distributors

Launch at least 1 promotion/activation with Tier 3 distributors. 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

Reverse declining fresh avocado sales trend in the underperforming Eastern Shores/Desert regions to outperform Total US 2% distributor average in our #1 distributor for fresh avocados. Final scoring is contingent on receiving data from client

Develop and present outline and strategy for future of Avo Eats in Non Commercial for FY26 Planning

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

Maintain an above 80% familiarity score with Avocados From Mexico

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

Update our FS Distributor/Broadliner Segmentation by Planning Phase 2 and provide an asssessment that includes learnings and actionable recommendations