Avocados were the fastest-growing category in the US fresh produce department during 2010, thanks, in part, to ongoing export growth from Mexico.
US sales of the fruit rose by 22.2 per cent over the previous year ahead of fresh-cut fruit (at 10.8 per cent), according to figures for the Perishables Group and reported by the Association of Producers and Packers Exporters of Avocado of Michoacán (APEAM).
APEAM has recorded a growth in avocado exports to the US of more than 8 per cent three months before the end of the 2010/11 season.
During that period, Mexico supplied 211,000 tonnes of the fruit to the US, compared with 144,000 tonnes from California and 52,000 tonnes from Chile, explained APEAM manager Alberto Ayala Aceves, reported by La Opinión de Michoacán.
According to the latest forecasts (before the last harvest in June), Mexico expects to export between 270,000 and 290,000 tonnes of avocados to the US in 2010/11.
Advertising and social media organised by APEAM has continued to spread the word about Mexican avocados during spring.
“Targeted broadcast and national print campaign continues to build demand along with online and strategically based social media outreach,” APEAM maketing manager Emiliano Escobedo revealed in a statement.
APEAM main campaign is this year taking place in Dallas, Houston, San Antonio, Chicago, Los Angeles, Sacramento and San Diego, as well as in certain cities in Canada.
To complement those activities, the Mexican Hass Avocado Importers Association (MHAIA) is coordinating a “Taste the Wow” multi-city tour, which kicked off in New York City in February and will make stops in Baltimore, Virginia Beach, Washington DC, Raleigh and Atlanta through May.
