Cinco de Mayo is the second most important date for avocado consumption in the U.S., only behind the Super Bowl game day, so for fresh produce marketers it is an important date for which they prepare several weeks in advance.
Avocado flow to the U.S. market
Analyzing data from the Agricultural Marketing Service (AMS) of the United States Department of Agriculture (USDA) regarding the volume of avocados entering the U.S. market in 2021, a significant increase in avocado volume is observed during the week of Cinco de Mayo as well as 2 weeks before, then the flow drops again during the following weeks.
Thus, it is easy to visualize that the volume of avocados, as well as other agricultural products consumed during this celebration, arrive at least a couple of weeks in advance, which allows retailers to align their advertising and commercial strategies, as they have a guaranteed supply.
To give us an idea of the importance of Cinco de Mayo for avocado sales in the United States, it is estimated that around 100 million Americans celebrate this day, a figure that represents almost a third of the national population, and during 2021 around 70 million pounds were consumed, figure that is expected to be surpassed in 2022.
In addition, avocados are the most relevant agricultural product for the Cinco de Mayo celebration, meaning that their sale also boosts sales of other products, which is why retailers are looking for consumers to buy them as well.
What else do consumers look for besides avocados?
During Cinco de Mayo, the most consumed dishes in the United States are tacos, salsas and pico de gallo, guacamole, nachos, and burritos, so in addition to avocados, other fresh produce that consumers typically look for are tomatoes, chili or bell peppers, onions, cilantro, lettuce, lime and corn.
For this reason, retailers often arrange their stores so that these products are close to avocados, so customers can find everything they need and thus increase the value of their purchase.
Because of this, customers are much more likely to see advertising for these products in the weeks leading up to Cinco de Mayo, as retailers try to position them well in advance.
Also, to ensure that products arrive in time to marketers, shipment must also be made in advance, something that is well known among everyone involved in the agri-food chains of these products. They must also check that harvesting and distribution can be carried out without problems.
The Food Institute
Cinco de Mayo 2021 Highlights Thriving Avocado Market