With export programmes ramping up over the month of October, New Zealand Avocado has moved to heighten demand for its offing across Asia.
The peak industry body has held launch events in two key markets across the region over the last week, which both highlighted the potential for a record crop out of the Oceania nation.
The promotional campaign got underway in Japan, where model and beauty journalist Sakura, along well-respected nutritionist Erica Angyal, took part in a talk show focused on the health and beauty attributes of avocados. Over 80 members of the local avocado trade and the media attended the launch at the New Zealand embassy in Tokyo.
“These women are very influential and Japanese consumers pay close attention to their advice,” said Jen Scoular, chief executive of New Zealand Avocado. “Erica has over 70,000 Facebook fans and her subsequent social media posts about New Zealand Avocados are a huge coup for us.”
The Japanese launch was followed up by a two-day event in Singapore over the weekend (4-5 October).
Organised by Singapore’s national health board, the event focused on the promotion of healthy living, with New Zealand Avocado ambassador, and Masterchef winner, Nadia Lim, on hand to share recipes for avocado dishes.
Scoular said health messaging was helping Singapore develop into an important market for the New Zealand industry’s largest exporter, Avanza, who will handle over 80 per cent of the country’s shipments outside of the Australian market this season.
“Singaporeans are being encouraged to embrace healthy options so it’s the perfect chance for New Zealand Avocado and Avanza to show consumers why they should choose our fruit,” she explained.
New Zealand Avocado will cap off the promotional tour with an event at the New Zealand High Commission in New Delhi on Friday (10 October).
Continuing with the culinary theme, chefs from the India’s leading hotels, including celebrity chef Kunal Kupar, will prepare a series of dishes for members of the local media and selected guests.
“Chef Kupar is a big draw card in India,” said Tony Ponder, vice chairman of New Zealand Avocado and director of Avanza. “He is one of their most well-known restaurateurs and is a host and judge on MasterChef India. He loves New Zealand and his endorsement of New Zealand avocados offers huge credibility to our product.”
These three events follow New Zealand Avocado’s successful participation at Asia Fruit Logistica last month. The promotional activity is part of the industry’s new primary growth partnership, which aims to quadruple industry returns to NZ$280m (US$219m) by 2023.
“Increasing our exports to Asia is a significant part of that plan, and we are involved in a series of events in key markets to raise the profile of amazing New Zealand avocados,” Scoular said.
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