Don’t Judge an Avo by Its Skin!

In produce, appearance has always mattered. But when it comes to avocados, focusing too heavily on visual perfection can mean missing a real opportunity to drive incremental sales and broaden your category appeal.

Grade 2 avocados may show a little extra character on the outside—minor scarring, discoloration, or surface variation—but inside? It’s the same great eating experience shoppers expect: creamy, flavorful, and ripe.

That distinction matters. Because when retailers make room for Grade 2 fruit, they’re not trading down on quality– they’re unlocking a new value tier that can bring more shoppers into the category and increase overall sales.

Let’s explore the data‑backed opportunity behind Grade 2 avocados and how Mission’s Emeralds in the Rough can be a strategic addition to the category.

Graded on Appearance, Not Eating Quality

Let’s reset the definition. Grade 2 avocados are classified based on external appearance, not internal quality. The fruit inside delivers the same:

  • Ripeness potential
  • Rich flavor
  • Creamy texture

In other words, the grading system reflects how the avocado looks, not how it eats.

That creates a clear opportunity at retail. By introducing Grade 2 fruit through the right format—like bagged offerings—retailers can shift the conversation from cosmetic perfection to value, consistency, and usability.

A Little Blemish Doesn’t Break the Deal

It’s easy to assume that most shoppers will pass on fruit that isn’t picture‑perfect—but the data tells a different story. In a recent survey, we asked shoppers to rate the visual appeal of the Grade 2 avocados shown below.

The results?

  • Two-thirds (64%) of shoppers had a neutral‑to‑positive reaction to the visual appeal of these Grade 2 avocados.*
  • In fact, 36% found the avocados very or somewhat visually appealing.*

And that’s a big deal– it signals that appearance alone isn’t a deal breaker for most shoppers. With the right positioning, Grade 2 avocados can resonate, especially with value-conscious consumers who are already balancing quality and price in their purchasing decisions.

And it makes sense—because once an avocado is sliced, mashed, or mixed, it’s the creamy inside that does all the talking.

The Bag Changes the Conversation

Packaging plays a powerful role in perception, and this is where Mission’s Emeralds shine.

When presented as a clearly labeled, bagged offering, Grade 2 avocados shift from “imperfect singles” to a purposeful value option. And shoppers respond.

In fact, 46% of consumers said they would be willing to purchase a bagged offering of blemished avocados like our Emeralds in the Rough.* That’s nearly HALF of shoppers expressing interest in a product built around transparency and value.

Even more compelling is how that interest holds across price points:

Looking to maximize your avocado category? 
Connect with your Mission team to see how Emeralds in the Rough can help you capture more shoppers and more volume.

 

End Notes:

*Numerator Insights Survey Ran on May 6th, 2026 (N=205). Survey respondents are verified avocado‑purchasing households.