Chile will produce its largest ever crop of Hass avocados this season, and the Chilean Hass Avocado Association says it expects to ship highest ever volumes to customers in the UK, Europe, the US, Argentina and Japan.
According to the association, the crop will be good quality, well-sized and with high oil content in 2006-07, thanks to warm temperatures and good humidity. Total volumes are forecast to top 200,000 tonnes in the season which runs from August to January of which 150,000t is exported. The association says it expects shipments to the UK to increase by almost 50 per cent to 9,000t. This builds on last year’s growth, when exports to the UK increased by more than 2.5 times to 6,140t, in spite of the fact that Chilean production had fallen overall against 2004.
Adolfo Ochagavía, president of the association said: “The UK has grown into a major market for Chilean avocados and we are working to develop it much further. For the second year running, we will be encouraging purchase in this country with a wide-ranging campaign of promotion, underlining key health benefits of the avocado and focusing on removing some of the commonly held myths about this fruit.”
Consumer research by CHAA last year suggested market growth has been held back because many UK consumers think avocados are difficult to use, or believe them to be fattening and high in calories. The campaign aims to tackle these misconceptions through a co-ordinated programme of activity, throughout the season. This includes a recipe and information booklet with health-plan book offer - which will be in included in more than 2 million - as well as in-store sampling and advertising, and trade and consumer pr.
CHAA is also sponsoring the public fireworks display at Wandsworth, south London, on November 4, offering partygoers free avodogs - speciality hotdogs with avocado, which are a favourite in Chile.
“In the UK, avocado sales are increasing - and grew by more than 20 per cent in 2005,” said Ochagavía. “However, there are still more than three-quarters of shoppers who didn’t buy an avocado last year so there is a huge opportunity to grow this category. We are committed to taking a lead role in doing so.”
No comments yet