Collaboration Over One-Size-Fits-All Strategy The Colombia Avocado Board (CAB) is taking a tailored approach to retail partnerships at the International Fresh Produce Association (IFPA) Global Produce & Floral Show in October, marking its fifth consecutive year at the industry event. At Booth #3585, the organization will showcase an immersive experience designed around Colombian culture, hospitality, and avocado sourcing. The booth will serve Colombian coffee and offer opportunities for attendees to meet the CAB team and learn about growing regions. "We wanted our booth to feel like more than a meeting space," said Manuel Michel, Managing Director of the Colombia Avocado Board. "We want it to feel like stepping into Colombia. From the culture and flavors to the people behind the fruit. We want attendees to experience the warmth and hospitality of Colombia while having meaningful conversations about how we can work together." CAB's strategy reflects a shift away from prescriptive retail programs. "There isn't one avocado program that works for every retailer, and we don't approach the market as though there is," Michel said. "We want to understand what our partners are trying to accomplish and determine where Colombia can add value. We're proud of what our industry has to offer, but we also believe the strongest partnerships start with listening and being flexible."
New Resources for Retailers and Dietitians Beyond the booth experience, CAB is rolling out a Retail Dietitian Toolkit—a turnkey resource designed to help retailers and dietitians develop consumer engagement strategies around avocados. The toolkit will be housed in a dedicated section of the CAB website and provide practical tools for consumer education. "Supporting our partners means thinking beyond getting fruit onto the shelf," Michel said. "We want to provide resources that retailers and dietitians can easily put to work, helping them connect with consumers and give shoppers even more reasons and ideas to love avocados."
Annual Meeting and Campaign Debut The IFPA event will also serve as the platform for CAB to debut new campaign video content and host its Annual Meeting. During the gathering, the organization will present updates to members and conduct elections for its Board and officers for the 2026-2027 term. Visitors stopping by Booth #3585 between 4 and 5 p.m. may encounter a special surprise, according to the announcement.
Why It Matters
Retailers increasingly expect suppliers to understand their individual sourcing strategies and customer demographics rather than accept standard category programs. CAB's emphasis on listening and customization reflects broader market dynamics in fresh produce, where differentiation and partnership flexibility have become competitive advantages.
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Written by FBM Publications Editors
