Merchandise for a Successful Superbowl in the Produce Department

It was the beginning of September, we celebrated Labor Day and eagerly anticipated the start of football season. Then, we blinked…we’re at the end of the season and getting ready for Superbowl promotions. Despite the Eagles getting knocked out in the first round of playoffs, the Superbowl will remain a major opportunity for retailers along the Northeast as consumers prepare to enjoy the big game. In fact, the Superbowl is one of the premiere opportunities for retailers across the US. Let’s talk some strategy for 2026 promotions:

Promote the Right Avocado

When it comes to avocados and merchandising, if you know, you know. Besides Cinco de Mayo, the Superbowl is one of the biggest occasions for avocados in the US. Merchandising avos successfully can become tricky due to the delicate nature of the fruit. The key is to promote the right avocado:

• Stage 1: This stage features avocados that are hard. They are usually green in color, but some fruit may be a darker shade. Typically takes 4+ days to become ripe.
• Stage 2: Stage 2 avocados will become ripe in about 3+ days if held at room temp.
• Stage 3: This is the breaking stage. There will be a slight give to the fruit. Stage 3 avocados will be ready to eat in roughly 2 days if held at room temp.
• Stage 4: Avocados are finally ready to consume at stage 4. They give to gentle pressure and are great for slicing and dicing. Will be guac-ready in roughly a day if held at room temp.
• Stage 5: This is the ripe stage for avocados. They will easily yield to gentle pressure and are good for all applications (including guac!).

Most retailers prefer an avocado that can sit on the shelf without browning immediately. For major promotions like the Superbowl, a more diverse strategy is beneficial. Consumers plan to use these game day avos almost immediately, meaning they may not continue the ripening process at home. Having a range of avo SKUs means you can have hard avos for your pre-planners and soft avocados for your Superbowl shoppers.

Cross Merchandise

In 2025, retailers across the country reported success when cross merchandising for the Superbowl. In the produce department, consider cross merchandising varieties that can be used in guacamole. Create displays featuring stage 5 avocados alongside juicy tomatoes, spicy jalapenos, crispy tortilla chips, and fresh cilantro.

Cross Departmentalize

Don’t just combine the power of produce to cross-merchandise, consider combining the greatness of each team to make a true value-added product. This may include processing fruit and veggies through the deli in order to create ready-to-go trays for shoppers looking for fresh AND convenient. Think of going beyond the typical veggie tray and investing in trendy, ready-to-go tray stadiums for vegetables and other snacks.

Don’t Forget the Drinks

Alcohol and football pretty much go hand-in-hand. So, while you’re busy promoting wings, guac, and more, don’t forget the drinks. Merchandise limes with fixings for salt rims, and non-alcoholic mixers (or with alcohols of choice if you have the proper licensing). Or, create citrus displays with instructions on how to dry the fruit for the perfect game day garnish.