The Avocados Packers and Exporters Association of Michoacán, Mexico, (APEAM) is rolling out a new marketing campaign in Canada.
The drive will be fronted by Miss Ava Cado who will continue to be APEAM’s key media and consumer spokesperson in Canada, following a successful three-month initiative in 2009.
Miss Ava Cado’s goal will be to encourage the people of Ontario to ‘Be Adventurous with Avocados from Mexico’.
“Canada represents 4.8 per cent of total Mexican avocado exports,” APEAM’s marketing director Emiliano Escobedo told Fruitnet.com.
“Miss Ava Cado will inspire consumers about the health benefits of eating avocados and highlight the fruit’s high levels of vitamin A, B, D, E and potassium among other benefits, such as beauty tips,” Mr Escobedo explained.
A poll conducted in March 2011 by APEAM in Canada with Angus Reid Vision Critical revealed that 38 per cent of respondents had never prepared a dish that uses avocados, while 27 per cent said they did not know the origin of the fruit.
According to Mr Escobedo, this indicates that there is still an opportunity to grow Mexico’s brand awareness in Canada.
“Consumption in Canada continues to be strong and relevant for our industry,” Mr Escobedo said.
“In 2010, Mexico exported 22,400 tonnes of avocados to Canada, representing a 13 per cent increase on the 19,900 tonnes shipped in 2009.”
APEAM is this week exhibiting at the Canadian Produce Marketing Association’s (CPMA) annual trade show for the fourth year.
“We’re looking forward to meeting with retail buyers, importers and wholesalers during the CPMA’s 2011 convention in order to discuss opportunities to grow the avocado business in Canada,” Mr Escobedo noted.
