Peruvian Hass avocado exports are set to increase significantly while the crop’s promotional drive has entered the BBC’s Dragon’s Den.
The Peruvian Hass Avocado Producers’ Association (ProHass) expects to produce 70,000 tonnes of the fruit this season, of which 95 per cent is destined for export, up from approximately 47,000t last year.
ProHass is supporting sales with a promotional cmapaign for the third year in the UK market and in France for the second year; and is launching its first communications drive in Germany.
In the UK, activity focuses on encouraging consumers to try the fruit at outdoor tasting events in London and Leeds, and in supermarket stores around the country. This will be supported with a promotional link with Ceviche, the new Peruvian restaurant due to open in London later this year, and an online competition on mydish.co.uk, the recipe website presented on BBC’s Dragon’s Den by founder Carol Savage.
The UK is predicted to receive approximately eight per cent of the overall export crop, around 5,300 tonnes.
Arturo Medina Castro, general manager of ProHass, said: “We were pleased with the results of last year’s campaign and want to build on this awareness during a key export window for Peruvian Hass avocados. This is an important part of our strategy of building new markets for the fruit.”
ProHass is co-ordinating its campaign and website once again with the Chilean Hass Avocado Association, which promotes Hass during the European winter.
Medina Castro added: “2011 sees Peru celebrating the centenary of the rediscovery of Machu Pichu - we look forward to western European consumers rediscovering our food culture this year also”.
