The Peruvian Hass Avocado Producers’ Association (ProHass), which represents Peru’s expanding Hass avocado industry says it expects exports to increase 24 per cent this season, to around 47,000 tonnes of the fruit.
In the UK, one of Peru’s main growth markets, ProHass is launching promotional activity for a second season, following a successful campaign in 2009, and is also launching a complementary drive for the first time in France.
Arturo Medina Castro, general manager of ProHass said: “We were pleased with the results of our first promotion last season, which helped raise awareness amongst shoppers and retailers during a key export window for Peruvian Hass avocados.
“Running the campaign in the UK again and for the first time in France is part of our strategy of building markets for the fruit.”
With the strapline ‘Nature’s Alternative’ ('L'avocat: Une Alternative Naturelle' in France) the Peruvian campaign highlights the health benefits of eating Hass avocados, particularly the fruit’s high levels of vitamins and minerals.
In the UK, shopper tastings, in-store radio and an on-pack Peruvian holiday competition will take place during the season and features on the health benefits of and cooking with Hass avocados will appear in magazines and online. Advertising will take place in locations including gyms.
Once again, ProHass is collaborating with the Chilean Hass Avocado Association campaign in the UK, which focuses on the period from October to February, to coordinate messages about the fruit.
In France, the promotion includes shopper tastings in major supermarkets, advertising in retailers’ in-house magazines, as well as a promotion at Rungis wholesale market in Paris.
The campaign will run from mid-June until August. Both the UK and French campaigns will be supported with consumer and trade public relations activity and by English and French versions of the website www.deliciousavocados.com.
Mr Medina added: “The Peruvian Hass business has, in a relatively short time, established a strong reputation for providing excellent quality avocados to the market.
“We were encouraged by the reaction to our first UK campaign and aim to build on this success in 2010.”
