Avocados from Mexico is increasing its projected volume estimates for Cinco de Mayo and early summer to support growing market demand, following on from what it has called a strong spring campaign launch.
According to industry data, total avocado consumption in the US reached a record 1.5bn lbs in 2012, and is expected to further increase in 2013.
The projected volume increase of 12 per cent from Avocados from Mexico for the April–June 2013 period will enable retailers and foodservice operators to continue to actively promote the fruit and drive growth, the group noted.
“Avocados from Mexico has been fueling strong, steady demand with promotable volumes of quality fruit and powerful marketing initiatives,” said Eduardo Serena, marketing director at APEAM, the organisation representing the hass avocado industry from the Mexican state of Michoacán. “As the category leader, we are committed to providing the market with consistent, reliable volume to grow on.”
The Avocados from Mexico marketing programme is looking to continue driving demand and increasing purchase frequency through an advertising campaign that resumed on 22 April, and continues through Cinco de Mayo.
The spring campaign kicked off with a breakfast initiative that generated record levels of consumer engagement with online and mobile advertising and over 65,000 sweepstakes entries, the highest number received by the brand to date, according to Avocados from Mexico.
The Cinco de Mayo holiday is recognised as the second largest consumption day of the year for avocados.
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