For food retailers, seasonal and fresh department promotions are a powerful tool to increase awareness, sales, customer traffic, and leverage supplier relationships. The ‘Ripe right now.’ avocado promotion brought customer’s attention to the fact that their Sobeys store not only carried avocados, but that they were ripe and ready to eat (a major reason why many shoppers don’t buy avocados). The program was a great success, serving to educate customers, promote their fresh department and exponentially increase sales of avocados.