Commission promotes avocados from Peru

07/08/2013 09:26:00 AM
Melissa Shipman

The Peruvian Avocado Commission is working to increase the acceptance and use of Peruvian avocados in the U.S.

“We are offering retailers radio, in-store demonstrations, point-of-sale materials, and other promotional support through July and August,” said Xavier Equihua, chief executive officer for the commission.

The commission also has a radio campaign planned, with the theme of “Monumental Taste.”

The promotion is designed to feature the heritage of Peru and leverage the growing interest in Peruvian food in the U.S.

“The promotions are all about avocados from Peru,” Equihua said.

The spots help launch the program and celebrate the first arrivals of Peruvian avocados in the U.S., just in time for summer.

The commission also created two new Peruvian-inspired recipes, according to a news release.

The quinoa-stuffed Peruvian avocados recipe was inspired by the Incas.

The Peruvian avocado ceviche recipe uses seasonal ingredients and capitalizes on a popular culinary trend in restaurants around the country, according the release.

The commission is using an integrated marketing effort to help raise consumer awareness for Peruvian avocados.

In addition, it will support retail sales through billboards, radio advertisements and in-store signs and demonstrations.

Since Peruvian fruit is expected to be in the U.S. market from June to September, the advertising and retailer efforts are scheduled to be heavy in July and August, when the season hits its peak.

The campaign will focus on four markets — Boston, New York, Baltimore and Philadelphia.

“A lot of the Peruvian fruit will end up on the East Coast,” Equihua said, since California fruit tends to service the western part of the U.S. during the summer months.

Focus on education

Bruce Dowhan, vice president and general manager of Giumarra Agricom and Giumarra Borquez, serves as the vice chairman for the Peruvian Avocado Commission.

Dowhan said the organization, though new, is already hard at work.

“The primary focus is to educate, not only the consumer, but also the trade, on Peruvian avocados and the value of Peruvian avocados,” he said.

The commission also seeks to demonstrate how Peruvian avocados can add value for

retailers.

The initial campaign, which uses the well-known Peruvian landmark Machu Picchu as the background for the graphic marketing, has seen good results so far.

“We’ve started to build momentum with that campaign,” Dowhan said.

Rankin McDaniel, president of McDaniel Fruit Co., Fallbrook, Calif., is also on the commission’s board of directors.

He agrees that the commission is already doing some good work.

“We’re a young organization, and it takes time to develop a footprint in the marketplace, but the Monumental Taste program is already gaining traction,” he said.

McDaniel has high hopes for the success of the campaign.

“It will take some time, but I do believe we will succeed, and the Peruvian footprint will grow according to how the industry is growing in Peru,” he said.



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