The Peruvian Avocado Commission (PAC) in the US is launching an inaugural marketing campaign in the US this summer to support the industry’s first full season of access to the market.
Themed Monumental Taste, the campaign will convey the unique heritage of Peru while leveraging the growing popularity of Peruvian cuisine in the US, PAC chairman and vice-chairman Enrique Camet and Bruce Dowhan told Americafruit Magazine.
The marketing effort aims to raise consumer awareness of Peruvian Hass avocados and support sales of the fruit at a retail level.
Activities will include billboards near retail outlets, as well as radio, in-store, and point-of-sale initiatives.
The first-ever campaign will focus on key markets including New York, Philadelphia, Chicago, Los Angeles, San Diego and Sacramento.
The marketing drive also features the launch of a website featuring recipes, as well as the backing of a chef partnership and public relations efforts.
Peruvian Hass avocados gained access to the US market in 2009 but until last summer all fruit has to under a cold treatment process which kept a lid on export volume.
The full report will be published in the June/July issue of Americafruit Magazine.
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