Wholly guacamole: Fresh-cut processor helps drive growth of avocado market

摘要

For the last 10 years, one company was at the top of the A.C. Nielsen retail sales charts, but few people knew its name. Although the packaging was unique, competitors had begun to imitate it, so a new, recognizable brand name was needed. That companylaunched a naming contest in August 2007, and when the votes were tallied, the new name for the avocado processor was Wholly Guacamole. Since then, the company has started a vigorous brand marketing program to grow the avocado and guacamole market further. It all began with Don Bowden 38 years ago. He owned a chain of Mexican restaurants in Texas, but was having trouble finding good guacamole. The problem, it turned out, was the quality of the avocadoes. Bowden started traveling to Mexico to find a source of good fruit, then started a small processing operation.