Posts Tagged “Super Bowl”
The Association of Producers and Packers Exporters of Avocados from Mexico (APEAM) has kicked off the Super Bowl season with a shipment of over 64,000 tons of the fruit.
Widely known as the peak season for guacamole enthusiasts, the upcoming Super Bowl LVII will be no exception. AFC Champions Kansas City Chiefs take on the NFC champs Philadelphia Eagles February 12th in Glendale, AZ.
Avocados From Mexico is currently the top seller in the U.S. and the brand is no stranger to the sports event, with over 360 marketing campaigns integrating consumers for almost a decade.
Shipments usually begin four weeks prior, with Mexican growers expecting a strong demand.
Avocados from Mexico will be present during the Super Bowl with a new 30-second commercial, which highlights flavor and other benefits of avocados and guacamole.
The Mexican avocado industry leads global production and exports, with over a million tons shipped worldwide.
What will it cost to put out that appetizing spread for the Big Game this year? It will cost about 8% to 14% more than 2021, depending on whom you draft to be on your team for one of the biggest food events of the year.
You will need to work on your blocking and tackling for this year’s big game. Your offensive line of carbohydrates and vegetables will need to keep your rampaging snackers from sacking your quarterback of proteins. While the cost of chips and dips, vegetables and other appetizers are up approximately 2% to 5%, they represent your best value to feed those hungry feasters who are all fired up by the clever ads or big plays.
The action on the gridiron will be tame compared with the action on the grill, where prices are up 12% to 18%. Who’s to blame? Just like an armchair quarterback, everyone has an opinion (sometimes powered by the beer or wine, up 4% to 5%). To say the least, it is as confusing as a broken play with three separate penalty flags on the field and instant video challenges.
Let’s work our way through your shopping list:
Chips/dips
Potato chips: In periods of increased supply disruptions and higher food inflation, the humble potato chip offers a stout defense. The U.S. Bureau of Labor Statistics’ (BLS) January pronouncement of inflation(2) shows a subpar increase of 1% versus this time last year. We can thank American farmers’ and food manufacturers’ strong preparation and deft execution for keeping a lid on the price pressure.
Chips/dips
Potato chips: In periods of increased supply disruptions and higher food inflation, the humble potato chip offers a stout defense. The U.S. Bureau of Labor Statistics’ (BLS) January pronouncement of inflation(2) shows a subpar increase of 1% versus this time last year. We can thank American farmers’ and food manufacturers’ strong preparation and deft execution for keeping a lid on the price pressure.
Guacamole/avocados: There is great news in the ever-popular avocado and guacamole category, with food inflation showing about a 1% increase from a year ago3. Most avocados and guacamole come from our Mexican and South American friends. They continue to expand production and execute, keeping the supply ample. Muchas gracias, amigos!
Salsa: Salsa is an all-important complement to the guacamole. It will be more expensive than the chips and the guacamole in terms of price inflation. Salsa is up 6% from last year. Once again, it’s due to labor, packaging, and shipping, rather a lack of chilis and tomatoes.
Veggies
Make sure you stack your offensive line with vegetable all-stars. We’re playing “Moneyball” here for the win. Carrots, celery, and tomatoes (depending on your format and brand) are roughly the same price as last year. Between checking the BLS and Nielsen numbers, we can see that there are lots of options that are flat (or slightly down). As a smart general manager, you should review your options to buy in bulk and prepare them yourself. This requires some prep time before the Big Game, but hopefully your diners will appreciate your Moneyball savvy.
Wings and things
The proteins are where the trouble has shown up in terms of price increases. The grill represents your spending point of pain. There are a lot of moving pieces to the price increases. Is it the “infamous Big Meat”? Or, higher feed costs for all the animals due to corn and soybean spiking close to 100% over that last couple of years? Maybe, COVID’s impact on processing and supply-chain are to blame? Of course, the answer is all those things and more. Your real question looking at the draft board as it stands is, who should you pick with your next draft choice?
Chicken wings: There is nothing but pain in this category. The USDA says prepared chicken wings are up 14% to 26% (bone-in and boneless respectively). The IQF (individually quick frozen) chickens are up 26%. It would seem the IQF is the bigger loser, but that misses the point that they are still $3.57 per pound versus $7.24 (the average) for the prepared wings. Is that the sound of an air fryer I hear? A great call by the GM for drafting a diamond in the rough.
Pork chops: I am moving pork chops up on my draft picks. The BLS is reporting that they are 7% more expensive than last year, but given protein inflation, that makes them a buy. They might not have the cachet of the next item, but steak is packing a world of pain on the pricing front.
Steak: Steak has always been an all-star, but with a 23% price increase from a year ago, is it having a prima donna moment? The BLS shows $11.06 per pound for USDA choice sirloin (versus $8.98 a year ago). The cattle and beef industry is working both structural and temporary issues at this point. The Biden administration has announced initiatives and money to help and regulate the industry. Those could help, but they won’t help this year.
Cocktail wieners: Here’s one that seems popular by different regions, and they are a crockpot powerhouse. The Nielsen data shows them 7% higher than last year. That moves them higher on my draft board. Maybe a couple of extra pounds in the crockpot will help you manage fourth quarter defense against those going back for seconds (or even thirds).
Hamburger: The BLS says ground hamburger is up 17% from a year ago. It’s nation-wide price shows $4.60 a pound. This isn’t nearly as bad as the steak, but it still represents a real commitment. One of the differences for steak versus hamburger is the sourcing and the demand. The U.S. brings in meat to grind into hamburger from Australia and Brazil (to mention the big two), and the U.S. exports high-end cuts to Asia. These market dynamics led to less price pressure for hamburger versus the steaks.
Shrimp on the Barbie
I guess there are two ways to look at featuring shrimp at this year’s big game. It is up sharply from last year’s $3.60 per pound (at the wholesale import level, according to Urner Barry) to close to $4.40 per pound (same index). That’s a 22% increase. However, last year’s price represented a multi-year low due to COVID reducing restaurant demand. Back in January 2018, the index showed the same shrimp being priced at approximately $4.40 a pound. That is about the same price range as today. Now, unless you are buying by the metric ton, you will pay much more at retail prices, but they should move in a relative strong relationship to what we see in the wholesale pricing.
In the cooler
Soft drinks: Food inflation continues to rear its ugly head in the soft drink world. The labor, packaging, and transportation costs are crimping the industry’s ability to match last year’s prices. Here again your general manager skills will need to be applied. According to the BLS, the 2-liter bottles jumped the most by increasing 12%. In contrast, the 12 pack of cans is up 6%. Both represent big jumps compared to general food inflation. Even so, that 2-liter bottle represents a better value if you can get your attendees to agree on the type and flavor.
Beer: The beer industry continues to struggle with modest demand strength and higher input costs. The BLS reports that beer prices are up 4% from a year ago. No doubt, the brewers are facing higher labor, packaging and shipping costs just like the soft drink segment, but the overcapacity in the industry has muted the price increase. Not a bargain like the carbohydrates and vegetables, but it helps the budget.
Wine: The wine industry mirrors the beer industry with its woes. The BLS reports wine prices up 3%, just like beer. Our California wineries and vineyards continue to struggle with much higher labor, water, and transportation costs. However, global supply capacity is making it difficult to pass those cost increases along. This will definitely work in our favor as we prepare for the Big Game.
Tips for keeping costs low
Go for the guac. With avocado prices holding nearly steady since last year, this is a good bang for your buck.
Pick pork. Although prices are up 7%, it’s a bargain for your meat this year. Things to chew on: pork tacos, pork meatballs, and pork sliders.
Bring on the beer. Prices are somewhat stable. Brews will be a good buy for your buck.
As for the Big Game itself, it’s the Cinncinati Bengals vs. the Los Angeles Rams at SoFi Stadium in L.A.
Former New Orleans quarterback Drew Brees will star in Avocados From Mexico in the National Football League’s biggest game of the year on February 13th at SoFi Stadium, Los Angeles. The group’s 30-second television spot and play the feature role in consumer retail promotions.
After its absence from Super Bowl ads for 2021, Avocados From Mexico has announced it again will be a part of the select group of advertisers for the Super Bowl in February 2022.
The brand, which has previously had six “Big Game” television advertising campaigns, will produce a 30-second spot on advertising’s biggest night and execute a 360-degree integrated campaign to support the No. 1 consumption period for avocados, according to a news release.
With nearly 2.5 billion avocados imported from Mexico every year, the Super Bowl remains the No. 1 occasion for avocados and guacamole, according to the release. During the Feb. 12-13 Super Bowl weekend, AFM is responsible for 95% of avocado sales in the U.S., according to the group.
“The Big Game has always been an effective way for us to connect with avocado-obsessed consumers,” AFM president and CEO Alvaro Luque said in the release.
“Not only did we first introduce our brand seven years ago at the Big Game, but we’ve innovated year after year to continue to engage and excite avocado fans.”
For this year’s Super Bowl, Luque said AFM will launch what is expected to be the most sales-effective campaign ever from the group. The campaign will integrate shoppers, digital and the brand, he said.
“I’m proud of the brand we’ve built from the ground up – a highly visible brand in a brandless category,” Luque said in the release.
“This next ‘Always Good’ evolution will allow us to take the brand even farther – driving even more innovation, more digital focus and more ways to truly connect with consumers’ hearts and minds, because AFM really does spark good times all the time.”
Along with a highly visible TV ad and breakthrough digital execution, AFM said the integrated campaign will include a national shopper program featuring Brees to get fans ready for the ultimate “Guac Zone.”
With the promotion, consumers can connect directly with Brees when they scan the QR code on the Avocados From Mexico Big Game displays, according to the release.
Beginning in January, the QR code will lead consumers to the “Get in the Guac Zone” digital landing page where they have the chance to win a $100,000 Smart Home Makeover and get a digital selfie with Brees.
Brees said Nov. 3 that his family loves avocados.
“We use (them) for a lot of different things as we cook and prepare meals around the house, and we always trusted avocados from Mexico,” he said.
Brees said he has always been a big fan of the Avocados From Mexico brand.
“When the opportunity came to work with them, I was really excited about that,” he said, promising great consumer promotions and incentives for retailers with the Super Bowl campaign.
In just seven years, AFM has doubled the volume of Mexican avocados imported to the U.S., more than doubled the brand preference during the same time period, and the brand is on track to continue this impact, according to the release.
This year’s decision to return to the Super Bowl comes as AFM announces some big, bold brand updates, alongside a digital overhaul of the brand look and feel with a refreshed brand logo and even a new avocado color.
With recognizable brand assets such as the memorable jingle, “Avocados From Mexico” – AFM has now added “Always Good” to its logo and revamped its look, according to the release.
The brand has created its very own color – “avocado glow” — a unique yellow-green gradient color consumers see when they open a perfectly ripe avocado.
AFM will now showcase how the fruit is “Always Good.” Avocados boast great taste, nutrition (good fats and nearly 20 vitamins and minerals) and fun times, the release said.
Avocado shipments are expected to be strong with stable volumes over the coming weeks, with an increase in the run-up to the Super Bowl.
The Del Rey Avocado Company reports supplies have been steady over recent weeks, hitting around 50 million pounds per week into the U.S. market.
This pace is likely to continue as volumes are expected to pick up in the new year. A weekly increase in volume to match the demand for the Super Bowl is seen from the middle to the end of January. However, it remains to be seen whether the U.S. market will see volumes of up to 78 million pounds per week for two or three weeks as in previous years.
Mission Produce notes Mexico is producing good volumes through December and leading into the Super Bowl on February 7, the biggest avocado sales period of the year. Volumes over 50 million pounds through December and will continue to grow as we get closer to the Big Game.
The NFL playoffs are only days away, but one thing’s for certain — Avocados From Mexico are returning to the Super Bowl.
The organization plans to air a 30-second commercial during Super Bowl LIV, which takes place Feb. 2 at the Hard Rock Stadium in Miami, Fla. The ad will be supported by a digital, earned media, retail and foodservice promotional campaign emphasizing Avocados From Mexico are “always worth it,” according to a news release.
The Big Game features the San Francisco 49ers vs. the Kansas City Chiefs.
“We have really found our sweet spot with Big Game viewers, and we look forward to delighting avocadoo fans nationwide with what will be a really fun spot,” Kevin Hamilton, head of brand marketing, PR & strategy at Avocados From Mexico, said in the release.
“Our fully integrated campaign builds on what we’ve done before, engaging existing avocado lovers, while highlighting for new consumers that Avocados From Mexico are Always Worth It,” he said in the release.
This will be the sixth year in a row that the group has run an ad during the Super Bowl, but this year, fans at the game can also find guacamole and tacos at AFM’s Tacos Por fAVOr concession stand, which opened in September at the stadium, according to the release.
The group’s ads have earned more than 27 billion impressions over the past five years, according to the release.
“Avocados From Mexico sources more than 80 percent of Americans’ avocado obsession — this is a story worth showcasing to 112 million viewers and an opportunity we couldn’t pass up this year,” Alvaro Luque, president of Avocados From Mexico, said in the release.
“We look forward to being part of a big day in the marketing world and the country at large while reminding consumers that Avocados From Mexico are healthy, delicious and always in season,” he said in the release.
DALLAS — Despite reports to the contrary, there will be plenty of guacamole as U.S. imports of Mexican avocados are at record levels and will continue approaching the Big Game, Sunday, February 3 in Atlanta. The United States received a record 71.9 million pounds for the week ending January 13, 2019; January imports of Mexican avocados are projected to reach 217 million pounds, up 16 percent from last year during the same period.
The Los Angeles Rams play the New England Patriots at 6:30 p.m. EST, on CBS.
Big Game Sunday is the biggest day for avocado consumption in America, according to Avocados From Mexico, and guacamole is one of the most popular foods served at game-day parties.
“This season is one of the most active periods for the Mexican avocado industry,” says Alvaro Luque, President of Avocados From Mexico. “It’s a priority for our farmers, packers and distributors to ensure Americans have the avocados they want for the Big Game.”
Additionally, back for a fifth straight year, Avocados From Mexico will have a 30-second commercial during the Big Game, airing Sunday, February 3, 2019 on CBS. This year, AFM returns with its classic light-hearted humor to showcase that Avocados From Mexico are “Always Worth It.” Over the last four years, Avocados From Mexico has told dynamic stories of Avocados From Mexico’s versatility, seasonality, and health benefits (good fats), all leading up to this year’s overarching umbrella message: Simply put, Avocados From Mexico are Always Worth It.
Americans’ demand for avocados isn’t just for game-day parties. Mexican avocado imports are expected to reach a record-breaking 2 billion pounds this fiscal year, an increase of 7 percent from last year.
About Avocados From Mexico
Avocados From Mexico (AFM) is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Mexican Avocado Producers & Packers (APEAM A.C.) have combined resources to fund and manage AFM, with the intent to provide a focused, highly effective and efficient marketing program in the United States. AFM is headquartered in Irving, TX.
Consistent loading opportunities for imported melons are expected in coming months. However, an expected bump in avocado shipments leading up to the Super Bowl will not be as big as originally thought.
Steady imports of imported melons are seen throughout the winter season for distribution throughout the U.S. and Canada by truck.
Guatemala’s imports finished in late January, but will be ramping up again in March.
Imported Mexican watermelon volume is much better this winter and are dealing with El Niño-affected volumes like last year. Current Colima production will shift to Sonora from May through July.
Excellent fall and winter growing conditions in Guatemala have been very good for record melon yields and imports.
Mexican melons, tomatoes, vegetables crossing at Nogales, AZ – grossing about $3400 to Chicago.
Mexican Imported Avocados
There will not be any increase in imports of Mexican avocados for U.S.. produce truckers anytime soon from the state of Jalisco, which was planned for shipping in time for the February 5th Super Bowl. Avocado shipments typically increase significantly prior to the big game since it so popular with Super Bowl parties, etc. Still, there should be enough avocados to meet the demand.
Shipments from Mexico’s state of Jalisco — thought to be on track in mid-January — are expected to be delayed for three or four months. However, final clearances have not been approved and some issues apparently have to be resolved.
Jalisco’s share of Mexico’s 3.4 billion pounds of output is estimated at about 5 percent. The USDA reported that 2016-17 acreage of avocados in Jalisco totaled 44,000 acres, about 9 percent of Mexico’s total avocado acreage of 503,000 acres.
Mexico accounted for about 95 percent of U.S. avocado supply in mid-January, with light volume also noted from Chile, the U.S. and the Dominican Republic.
Mexcian avocadoes crossing through the Lower Rio Grande Valley of Texas – grossing about $4200 to New York City.
Avocados From Mexico and Old El Paso have teamed up for a third time to make the Big Game one for the guacamole consumption record books with Guac Nation. Running Dec. 26 to Feb. 5, 2017 (ending the day of the Super Bowl) , the program will offer a full spectrum of support while leveraging the excitement of Super Bowl festivities and get-togethers to highlight delicious snacks and party food featuring fresh Avocados From Mexico and Old El Paso.
The campaign will be bolstered with consumer incentives and retailer support, such as recipe inspiration through social media, in-store radio, merchandising focused on molcajete-shaped display bins, and the Guac Center Pallet bin. The Guac Center Pallet bin is unique in that it has separate side pockets allowing retailers to merchandise everything a shopper would need to build their own guacamole, like tomatoes, onions, jalapeños or limes. Approximately 73 percent of people, hosts and guests alike, make grocery store trips specifically for the Big Game, and these inspirational posts and display bins make game-day shopping that much easier.
“The Big Game is the perfect broad-reaching platform to promote avocado consumption surrounding the traditions of in-home entertaining for people of all backgrounds,” Stephanie Bazan, market development director of AFM, said in a press release. “Hosts of Big Game parties want to create simple crowd-pleasing dishes and with the Big Game ranking as one of the top occasions where avocados — especially guacamole — are served, the Guac Nation program will reinforce the relationship between guacamole and football.”
Guac Nation is an example of how the continued collaboration between Avocados From Mexico and Old El Paso is using a total market approach at the shopper level. Designed with how today’s shopper consumes media in mind, the Guac Nation program includes four strong digital components to reach shoppers along the entire path to purchase: Catalina Buyer Vision, Ibotta, Pinterest and Facebook.
Shipments of both avocado and mangoes are on the rise and will continue to increase as we get further into the year.
California avocado shipments are now providing steady loadings for produce truckers from both southern California and the San Joaquin Valley. The California harvest is now exceeding 10 million pounds per week and will continue to increase through the spring. Shipments are expected to peak in late June, and remain strong throughout 2016. A significant dip in avocado shipments is not expected until after the Super Bowl, Feb. 5, 2017, in Houston.
While California avocado shipments tend to be hauled to markets in the western half of the U.S., much of the avocado supply for U.S. markets is coming from Mexico, which tends to serve destinations in the eastern half of the U.S. Mexican avocado shipments also are heavy this year, with the majority of imports crossing the border at McAllen, Tx.
Huron head lettuce and San Joaquin Valley citrus – grossing about $5600 to New York City.
Mango Imports
Mexican mango shipments imported to the USA were unseasonably low during March. For the week ending on March 19, 1.2 million boxes arrived from Mexico, making it 4.8 million boxes for the season. That is down from the same week in 2015, when 1.5 million boxes arrived and 5.9 million boxes had come in for the season. However, mango imports are now on the rise and big volume supplies are crossing the border from Mexico, as well as arriving at US ports by boat from Guatemala.
Lower Rio Grande Valley citrus, Mexican mangos, tomatoes, vegetables – grossing about $2600 to Chicago.
The US population continues to consume more and more avocados. Consumption is driven by increased media attention as well as in-store promotions. “This year, a record-shipment of 139 million lbs. is expected to come in from Mexico to be consumed in the run up to and on the day of the Big Game,” said Maggie Bezart Hall with Avocados from Mexico. “This would be a 13 percent increase compared to last year,” she added.
139 million lbs. of avocados equals 278 million individual avocados. This is just for Super Bowl Sunday and the weeks leading up to the Super Bowl. “US avocado consumption during the Big Game is enough to fill a football field end zone to end zone more than 53 ft. deep,” shared Bezart Hall. On Super Bowl Sunday, look for the avocado commercial during the first commercial break segment.The majority of avocados being consumed in the US end up in guacamole. Eating avocados on a sandwich is second most popular, followed by salads and avocados consumed by themselves.
Meanwhile, it’s the Denver Broncos vs. the Carolina Panthers in Super Bowl 50!