Mexico expects to increase its avocado shipments to the US by nearly 9 per cent to over 308,000 tonnes (680m lbs) this year, according to new estimates from the Association of Avocado Producers and Exporting Packers of Michoacán (APEAM).
The avocado category increased by 22 per cent in the US last year and APEAM says Mexico once again has the year-round volume to support continued growth in 2011.
To help build the product category, drive retail sales and sustain brand momentum, Avocados from Mexico is continuing to invest in aggressive integrated marketing programmes, according to Emiliano Escobedo, APEAM’s marketing director.
“Once again, Avocados from Mexico will spend over US$20m in marketing – more than any other avocado association in the US,” Escobedo said in a newsletter.
“Now that summer is here, it is a great time to be planning for the fall and winter and the operative theme is PROMOTE, PROMOTE, PROMOTE.”
APEAM claims there will be plenty of fruit to promote this season and multiple ways for retail customers to tie-in to the association’s expanded promotions and increase sales.
“Strong advertising support at impactful levels will build awareness, and monthly promotions will provide retailers with ways to further drive demand in-store,” Escobedo explained.
“Last year we made a major launch of our programmes into California and this fall we are again expanding, this time to Denver.”
APEAM said exciting PR and social media programmes (including sweepstakes, recipe and photo contests) will continue to promote hundreds of avocado recipes and usage ideas to media bloggers, influential social media users and consumers.
These activities will roll out alongside television, radio and print advertising as well as retail display contests.
