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.

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.

Launch 3 contract feeder activations in Tier 1 account(s). Activations must be AFM specific such as guac carts or AFM innovation placements. 

Partner with Contract Feeder or EDU/H&W Non Comm Account to host at least one fresh avocado nutrition & education session with OpcOs/H&W account sales reps

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

Develop an activation plan to include 2 LTOs and/or incentive programs within Healthcare, C&U, Recreation. Can include Foodbuy restaurants

Develop prospecting plan for integration in recreation channel (6F, Disney, SeaWorld) and receive 3+ proposals (1+ amusement, 1+ zoos)

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)

Develop and implement a digital shelf optimization with (3) importers to take to two (2) distributor partners by May 2026

Capitalize on Cinco tentpole with selling occasion by launching 2 sales contests, case discounts or program solutions tied to AFM campaign “Guac Makes the Fiesta.” 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. Objective continegnt on receiving incremental funding by January 31 with strong volume year

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

Achieve 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 8 promotions will represent 12.5% of the overall score.

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

Visit eight (8) OPCOs and present four (4) AVO Us

Develop sales presentation by November 1st that can be presented to chain partners and leveraged at industry events. Must showcase Who is AFM, a why fresh selling story plus an overview of all AFM resources.

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.

Secure an Avo U with 1 bowl and/or salad concept from the All Stars, Tier 1 or Tier 2 Segment by March 2026

Update Avo U Presentation and create a version specific to MIM audience

Create an operator focused Avo U that focuses on versatility and key elements of Guac Heaven

Develop One-Pager Sales Sheet by October 1st with Optimized Education Website for launch at district huddles

Launch "How to Sell Fresh" Sales Training Kits at a minimum of 6 LIVE district huddles/regional meetings in 2025 in Tier 1 accounts - Kits contain an avo tool and one pager that drives to online resources at a min.

Partner with R&A to explore and develop building a CRM system and have final plan for implementaion by 12/31/2025

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.

Assess value of current AFM entitlements in sports entities (i.e. CFP, Super Bowl Celebrities) and prospects to Foodservice and provide recommendations for improvement for FY27 by Phase 2 Planning; objective contingent on AFM decision to renew sports entity partnerships

Work with R&A to create and deploy a new a new data collection tool to support with LTO post mortem and performance analysis

Secure & host Tier 1 Non Comm and/or Distributor clients at World Cup Game assigned to Food Service

Increase working dollar spend from 68% to 75% YOY in our Food Service Team budget 

Maintain an above 85.1% familiarity score with Avocados From Mexico 

Lead the strategy, budget, planing & execution of FY26 Office Olympics

Assist with Culture Committee events by planning and decorating for any upcoming holidays, potlucks, or events 

Lead & Manage at least 4 Health & Wellness focused Culture Committee activations, events or challenges

Lead assessment via survey of company attitude & commitment towards H&W focused culture events, including plans for improvement for FY27. Present in Planning