World Avocado Organisation launches consumer campaign in India

The World Avocado Organization (WAO) a non-profit organisation which represents producers, exporters and importers of avocados from across the world, has launched a campaign in India to educate consumers and food businesses about the health benefits of regular avocado consumption and how to best use this fruit in varied Indian cuisines.   

The 2024 campaign follows a successful push in 2023 which the WAO said resulted in a significant boost in consumption across India.   

“We are delighted to bring the World Avocado Organisation’s campaign to India once again,” said WAO chair Zac Bard. “The India 2023 campaign created a lot of excitement and engagement. Avocado consumption across the country has seen a significant boost. We want to further build on this momentum.” 

The WAO said the campaign has been supported by South African avocado growers who have celebrated gaining trade access to India for avocados earlier this year.  

Derek Donkin CEO of South African Avocado Growers’ Association (SAAGA) said India offers new avenues for growth for South African growers.  

“Historically, South Africa’s avocado exports have been largely focused on Europe and the UK, and these destinations account for 95 per cent of its exports,” he said. “However, with production increasing, the recent access to India offers promising new avenues for growth with consumers getting a wider choice for high-quality fruit.” 

Bard sees the potential for avocados to become an integral part of Indian consumer’s diets.   

“These are exciting times and we are delighted to be here,” he said. “With their natural nutritional wealth and versatility, avocados have become an integral part of modern diets across the globe. We envisage similar trends in India and foresee immense potential for avocados. The demand is only going to increase as more discerning Indian consumers discover this amazing fruit, its health benefits, its taste and ways to incorporate avocados into daily meals.”