Completed project
Woolworths avocado retail education, training and merchandising FY25 (AV24014)
Publication date: July 15, 2025
Delivery Partner: Direct 2 Consumer (D2C)
This project delivered a national avocado retail education, quality and merchandising program to improve the in‑store experience for shoppers and lifting outcomes for growers.
The program achieved measurable improvements in avocado presentation, handling and overall fruit quality in participating Woolworths stores. Front‑of‑store placement was achieved in almost all stores, shelf presentation improved compared with previous years, and overall fruit quality on display was higher, driven by better ripeness management.
The project worked directly with 400 Woolworths stores across Australia between March and October 2025. Trained merchandisers visited each store multiple times to deliver staff training, audit fruit quality and handling practices, provide merchandising support, and install back‑of‑house storage posters. An eLearning module was used to build staff knowledge on avocado varieties, ripeness, storage and handling, while in‑store shopper interviews provided insights into purchasing behaviour. The program also tracked key performance indicators through a live dashboard to monitor progress across the season.
The project addressed ongoing challenges in retail that directly affect grower returns, including fruit bruising, inconsistent ripeness on shelf, poor handling practices and limited staff knowledge. These issues can lead to reduced consumer confidence, increased handling by shoppers and fruit being left unsold.
This project was a strategic levy investment in the Hort Innovation Avocado Fund
© 2026 Horticulture Innovation Australia Limited.
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