A General Overview of the Program

The initial meeting for discussion of Mission’s Ripe Program is held at the executive level. A desire for the program’s success must exist between both parties. Vice presidents, directors and buyers of produce meet with Mission’s executive level sales and marketing personnel. In this meeting, the entire Ripe Program is covered in detail – what is entailed and what are the requirements and responsibilities of all parties concerned.

There is discussion on the fruit sizes to be used, the stage of ripeness to be received and the volume of fruit during normal, promotional and advertised periods is determined. Merchandising ripe avocados is discussed – how to build displays, how to use point-of-sale material, how to effectively advertise the program. A start-up date is scheduled and all key personnel contact information is exchanged. Goals of the program are set so there will be measurability in the successes of switching from hard to ripe fruit.

Consumer awareness is discussed. It usually takes 3 to 5 months for the consumer to know that a particular store carries ripe avocados on a daily basis. It must be understood by all that this is part of the consumer awareness curve. Proper merchandising on the store level is encouraged. No longer are stacked pyramids of fruit effective. Smaller, more attractive displays of ripe, stickered fruit are more eye-appealing and can be replenished throughout the day.

The location of customer Distribution Centers relative to Mission Ripe Centers is discussed and delivery schedules are set. Orientation issues for the DC’s are discussed – things like storage temperatures, stages of ripeness and specific handling information. Again, key personnel information is exchanged between DC personnel and Mission personnel who will be working together at the DC level.

Next Step... The DC Meetings

With our contact list of key personnel at the DC level, Mission schedules the next meetings at all DC locations. These meetings involve Mission’s National Ripe Center Manager or designee, and DC Quality Control personnel. The DC meeting is an extension of the initial meeting and everything about the Program is covered again.

Having more of a technical aspect, discussions concentrate on fruit arrivals,
temperature control, handling specifications, storage and basic information about ripe fruit. It is essential that DC personnel and store managers know that fruit not on display in the store must be stored at 38º to 42º F.

There are discussions about other commodities that will share storage space with the ripe avocados. There are discussions about the holding period of the fruit at the DC – this fruit cannot be held for extensive periods of time. Handling is discussed – cartons cannot be dropped from more than six inches because ripe fruit will bruise.

The number of deliveries per week and receiving hours at the DC are covered. Informational inserts are included inside the cartons for store managers so they will understand that this is a different program that requires different procedures. Confirmation of the start date established in the first meeting is revisited and notification given to all parties.

First Arrivals of Ripe Fruit at the DC

Mission QC personnel are present to oversee the first two arrivals of ripe fruit. They examine the condition of the fruit, the stage of ripeness, arrival temperature and other handling particulars. Once the fruit has left the DC, Mission QC personnel do local store checks to ensure the fruit is getting through the system and to ensure proper merchandising procedures. Mission’s goal at this level is to ensure the DC personnel get into the “comfort zone” with what is basically a new commodity.

Transferring Control to the Regional Ripe Center

Once the initial start-up is completed, Mission’s National Ripe Center Manager hands off the controls to the Regional Ripe Center Manager. The Regional Ripe Center Manager contacts the customer QC Manager on a weekly basis to go over fruit arrivals, fruit condition and general operation of the program. This dialogue on-going and encouraged. Communication throughout the process is essential.

Periodic Audits

Mission’s National Ripe Team (outside the Regional Ripe Center) goes back to a Distribution Center, often times unannounced. They examine the fruit, observe arrivals and ensure that Mission is living up to its commitment to the program.

Business Reviews

After six months to one year under the Ripe Program, a business review is done by the Mission merchandising team. All the while there has been continuous dialogue between Mission’s sales staff and the buyer that cross-references how the program is progressing.

In this review, both parties look back to the original volume numbers and see how the program has developed. Scan data is examined, charted and forecast. Where are we today? Have we increased sales? Are the numbers flat? What can we do to modify the program? There are statistical measures of the successes of the program along with recommendations for the future.

Why Use Mission for Ripenning?

Ripening avocados is both a science and an art. It requires comprehensive knowledge of the fruit and years of experience to understand all the variables associated with ripening. It takes state-of-the-art facilities and equipment to deal with the volumes of fruit required to service customers nationwide. And, it takes a knowledgeable support staff to ensure that customer satisfaction is always foremost.

Mission’s competitors in the avocado industry all claim to have ripe programs. But upon close examination, they are using procedures that were popular in the 1970’s and 1980’s. None of them have made the commitment for high-tech equipment, national distribution or customer service that Mission offers. The track record speaks for itself – Mission was the first to initiate a true Ripe Program and continues to lead the industry in bringing ripe avocados to the market.

Mission Ripening Centers

In order to ripen fruit, you need the proper facilities. Most retailers have banana rooms – but banana rooms are not the equivalence of a state-of-the-art, Mission Ripening Center. In six nationwide locations, these Centers were specifically designed to ripen avocados.

Because avocados have a higher density than bananas they require much more airflow in controlling fruit temperature. Avocados generate more heat than bananas, and once you get the fruit “started,” it is very difficult to stop the ripening process without the proper technology. Mission’s ripening rooms have twice the amount of refrigeration and airflow that’s found in a traditional banana room.

Why is this so important? There are times during the ripening cycle where it is crucial to drop the temperature from a zone of 60-68 degrees (where ripening occurs most rapidly) to a 50-60 degree zone (where the ripening begins to slow). This temperature change must occur within 4 hours to control the ripening process. If a retailer’s rooms are not equipped with the proper refrigeration system, you can literally destroy a load of fruit.

Variability of Fruit

One of the most difficult parts of the ripening cycle is knowing all of the variables associated with avocados from around the world. We are at a point in the avocado industry where global sourcing is necessary to sustain adequate supply levels. Mission currently handles avocados from California, Mexico, Chile and New Zealand. And, ripening avocados can differ depending on country of origin.

Weather can also play a major role in determining how fruit is going to react to the ripening process. For instance, if there was more rain in a particular area of Mexico, it may call for different ripening procedures than for fruit grown in drier areas.

Additionally, fruit that comes off the tree in early season will take much longer to ripen than fruit harvested later in the season. This is due to maturity levels and the oil content in the fruit. Our traceability standards enable Mission to know precisely which orchard an avocado was grown and the weather conditions that existed during that season.

Throughout each avocado season in each country of origin, Mission conducts evaluations of the current crop to gain vital insight needed during ripening. With thisknowledge and global experience, Mission has the expertise to modify the parameters of the ripening process for any possible condition.

Sorting by Firmness... No More Checkerboarding

All Mission Ripe Centers are equipped with a Sinclair IQ Firmness Testing Machine. Every avocado passes through this machine and is tapped on four sides with a sensor. It’s like a computerized “feel test” performed on every piece of fruit – much like the “touchy-feely” test consumers do in your stores.
Firmness of the fruit is measured, not by psi readings, but rather the actual feel of the fruit. This is far closer to what the consumer experiences than any other device used for measuring pressures. The fruit is then sorted by firmness and repacked, ensuring a similar stage of ripeness in every carton delivered to the Distribution Center.

All fruit is packed into a tray after being ripened. We’ve found that there tends to be a higher level of bruising that can occur during handling at the DC level. To help combat bruising, we insert a half-inch foam pad into the carton which helps protect the fruit.

Inventory Control

In a retail situation, we know that floor space is precious. We know that you wouldn’t want to stock any more inventory than what you actually need – especially if it’s ripe fruit. That’s why Mission offers just-in-time-delivery to your DC’s, at your specific stage of ripeness.

Our strategically located Ripe Centers enable us to service all regions of the country where we worry about inventory control – not you. This translates into a tremendous reduction in shrink, freed-up storage space and a continual supply of fresh, ripe avocados for your enterprise.

Customer Service

Mission has made a commitment to being the best in the industry – not only in terms of fruit quality but in customer service. Our Ripe Program includes annual visits to each DC to ensure that proper storage and handling is occurring. During these visits we’ll make store checks in the area to get a general feel for how the fruit is reacting on the retail shelf. If necessary, we’ll make adjustments at the store or DC.

Mission applies a pack date on every carton that leaves our facility so that we can identify the age of the fruit. When we get into your back cooler we can discern if there’s been proper rotation and movement of the product. It’s all in an effort to help you with the process.

The Value of Mission's Ripe Program

Avocados rank among the top ten profit generators in the produce department. Each year we see more volume entering the market from a worldwide supply. Because of this, we see increased consumption by consumers with still a huge potential for growth. The avocado category is taking on a bigger presence in produce departments across America, and with managed programs that have strategies and tactics in place, avocados can be one of your most profitable categories.

When implemented properly, Mission’s Ripe Program will significantly increase your avocado sales. Some customers have seen sales rise as much as 400%. The Program has proven itself again and again with customers across the United States and continues to substantiate sales increases.

Why take the chances on ripening fruit yourself? Mission’s expertise, facilities and customer service take the risk out of ripening. With Mission, you eliminate large inventories and reduce shrink. And when you consider the sales potential of ripe fruit, it’s an easy decision to adopt the Ripe Program. So, leave it to the experts – leave it to Mission – you’ll be happy you did.