The Peruvian Hass Avocado Producers' Association (ProHass) is investing US$200,000 (just over €150,700) in its first European marketing campaign, which takes place this summer in the UK and Spain.
“Peruvian avocado volume has grown substantially over the last few years, so we have decided to promote the fruit during the peak supply period of June,” Arturo Medina, general manager of ProHass told Fruitnet.com.
“Focusing on health, the campaign objective is to maintain consumption throughout the year and increase awareness of Peruvian Hass avocados via the distribution of educational information.”
The 45-day initiative will focus on magazine and radio communication in the UK, while in Spain a series of supermarket tasting sessions are planned alongside purchase offers.
Peru anticipates a 20 per cent increase in Hass avocado production to 40,000-50,000 tonnes during 2009, ProHass said. Most of the export crop will be shipped to Europe.
ProHass comprises 68 members, representing 80 per cent of exporters and 6,000ha of production.
