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

Develop and launch "Guac Schmear" in one of the top 75 account list

Develop a 2026 culinary idea to be launched during SB timeframe. Extra credit to be given for ideas that cross over into consumer channels. Present idea by planning phase 1

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

Secure 1 handheld (deli) partnership in a retail foodservice footprint (Tier 1 or 2). Drive the education of product usage and implementation of selected recipe/topping.

Develop a pipeline of 20 total recipes using slices, schmears and guac across 5 HH segments: Breakfast, Toast, Sandwhiches, Burgers & Tacos. Concepts must all score above the 54.7 (3-year avg) benchmark.

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.

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 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

Lead culinary ideation sessions for a minimum of four (4) operator partners without agency support

Develop curated avocado beverage white paper concepts for 2 clients with more than 100 unit locations

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

Develop a minimum of 10 white paper concepts on 3 new chain account prospects

Develop a minimum of 10 white paper concepts for 10 existing chain account prospects

Partner with the Business development team to identify a culinary opportunity in a Tier 3 AFM C&U to elevate their existing student dining hall and develop concepts to drive incremental fresh avocados on the menu

Pitch a partnership with Disney and secure a proposal for evaluation to be executed in FY 26

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

Develop a competitive tracker of top 15-20 processed avocado items. Develop a proposal on the attributes to be tracked including costing. Present findings in Planning Phase 1.

Develop a minimum of 1 new fresh avocado technique that cannot be replicated by a processed product. Present at Planning Phase 1

Leverage social media trends to develop 1-2 AFM owned concepts per quarter that will be posted and shared on AFM social media

Work with a mimimum of four (4) AFM Concession partners on new menu cuttings by the end of the fiscal year. Develop pitch deck for each partner with recommended recipes, conduct a product tasting and recap the final menu for the year.

Develop (2) two incremental Culinary Center events with mixed operator partners in order to gain future usage of the event; sell-in AFM programs

Develop a menu for IFPA and NRA based on the AFM show strategy. All new recipes should be added to FS recipe library

Develop and activate new recipes outside of the current recipe toolkit. Provide a tracker for each trade show event with photography and recipe.

Develop content, organize and prep for 3 new ITAK videos . Launch one per quarter.

Maintain an above 80% familiarity score with Avocados From Mexico

Support AFM's Culinary efforts at a minimum of eight (8) events across the company this fiscal year by developing the menu and any new recipe development as needed for each event. Provide a recap for each supported event with what menu was served and any learnings from the event.