The Chilean avocado industry is launching its first promotional campaign in the UK, to drive the consumption of Hass avocados.
Activity for the campaign includes the giveaway of 1.6 million free in-pack recipes at the major UK retailers this autumn, as well as trolley posters, in-store TV, tastings and a consumer PR campaign.
It is estimated that the total Chilean Hass crop will reach 175,000 tonnes this season, with more than 4,000t destined for the UK market - double the amount shipped last year.
Avocado shopper research, commissioned by the Chilean Hass Avocado Committee (CHAC), revealed that more than 75 per cent of the UK population has not bought an avocado in the last year, yet the avocado category is one of the fastest growing categories in the fresh produce sector, with a 20-plus percentage point increase year on year.
The committee intends to maximise the growth potential in the UK by focusing its efforts on increasing demand for Hass avocados in this market.
Adolfo Ochagavía, general manager of CHAC, said: “This is our first promotional campaign in the UK and one that we hope to run in subsequent years.
“There is a huge opportunity to drive consumption of avocados [in the UK market] with penetration at only 23.4 per cent currently.”
Research also revealed that UK consumers do not understand the health benefits of avocados, with many still believing they are high in cholesterol and very fattening.
The campaign will tell consumers that nutritional research shows that avocados contain zero cholesterol and an average serving provides just 138 calories.
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