Avocados are set to be in sharp consumer focus throughout July with the launch of the first UK Summer Avocado Month.

The promotion, part of the South African Avocado Growers’ Association’s UK campaign, is designed to highlight the versatility of the fruit and its healthy eating benefits.

The month is being promoted on Capital Radio and through a nation-wide newspaper PR campaign, aiming at 1,300 publications, which are read by 85 per cent of the adult population.

The pr campaign will span the whole of July, while the radio promotion, which includes a competition to win a holiday in South Africa, runs from July 6 to 15.

Consumer magazines, such as Delicious, BBC Good Food and Olive, will also be targeted with features. Recipes will also be available on summeravocados.com and promotions will be running in most multiples.

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