The Chilean Hass Avocado Committee (CHAC) and exporter association Asoex have joined forces for the first ever Hass avocado marketing campaign in China. The campaign will feature a range of activities informing the consumer on the availability safety of Chilean avocados, as well as their nutritional content and health benefits, according to Asoex president Ronald Bown.
The campaign will target wholesalers and retailers, incorporating point-of-sale activities and workshops featuring chefs showing how to prepare and eat the fruit. It will also include online activities aimed at educating consumers on when and how to consume avocados.
CHAC president Juan Enrique Lazo described the jump in exports from one year to the next as “immense”.
“Last season we shipped just over 5,000 tonnes to China and this year we hope to top 10,000 tonnes,” he said.
“What’s more, in 2015 Chilean avocados got a better reception and fetched higher prices than Mexican avocados, with which we compete in the same export window. Our fruit arrived in excellent condition and this helped to successfully position it in the market.”
He pointed out that China is still a developing market in which many consumers are not yet familiar with avocados, their health attributes and how to consume them.
“As well as educating consumers, we have to show the importers how they can help to increase sales, and the important role that promotions play in growing the market,” Lazo said.
Asoex marketing director Charif Christian Carvajal said several CHAC members would be on hand at this year’s Asia Fruit Logistica to meet with Chinese importers, distributors and retailers.
