(Nov. 21) For the first time, the Association of Producers, Packers and Exporters of Avocados of Michoacan has a hass avocado promotion in Southern California, in an effort to reach out to the Hispanic consumers, which represent nearly 80% of the population.

The association is seeking the support of Southern California retailers in its integrated-marketing campaign, to inform Hispanic consumers that hass avocados from their native country are available nearby — something that’s only been a reality since February, when California opened the door for Mexican hass avocados for the first time in many years, said Emiliano Escobedo, a Los Angeles-based industry representative for APEAM.

“The main objective is to create awareness that avocados from Mexico are in California, specifically among Hispanics in California,” Escobedo said of the campaign, which is entirely in Spanish. “The California market most is the most important Hispanic market in U.S., and we want to create awareness among consumers and retailers.”

The promotion began Nov. 5 and is scheduled to run through the end of January. It highlights the large volumes of quality avocados, coinciding with the peak growing season, which started in October and is expected to continue through April, Escobedo said.

Approaching holidays — particularly the Hispanic holiday Las Posadas, which begins Dec. 16 and lasts through the New Year — also makes the promotion appealing, he said.

The campaign features radio advertisements at eight stations in Southern California, which include a 20-second tagline for retailers; live television segments, both in the studio and at grocery stores, featuring chefs Jaime Martin del Campo and Ramiro Arvizu; billboards near retailers selling Mexican avocados; and in-store displays and demonstrations.