“I will still be working with my clients in California and my No. 1 client, the Chilean Avocado Importers Association, said Bezart, who also heads up her own marketing-services company Bezart Enterprises.
“For travel, it’s more central, so I can reach more customers and also focus my company’s energies on growers in the East and the Midwest also.”
The Chilean Avocado Importers Association also has embarked on a new ad campaign, with billboard and radio spots in selected U.S. eastern and western markets, Bezart said.
“We have two new radio ads we’re running,” she said. “One is a sports theme for our football theme. We also have a general Chile commercial that follows the same theme. Both have a new jingle.”
The billboard program is scheduled to run through January and the radio ad blitz through February.
Fresh fruit association sees avocado surge
Avocados are leading Chile’s increased shipments of fruit to the U.S. this season, said Tom Tjerandsen, managing director for North America with the Sonoma, Calif.-based Chilean Fresh Fruit Association.
“We continue to set records for shipments to North America,” he said.