“When the break-bulk vessels with a capacity to carry 200 truckloads hit the U.S. in the end of August, that is when the programs will start at the retail level, spot TV and radio, as well as billboards, consumer and produce manager contest and in-store retail specific promotions. These will begin to hit the stores in time for Labor Day ads,” Bezart said.
With normal avocado volumes back in track, marketers and grower-shippers are optimistic that the fruit will do well this season.
Dana Thomas, president of Index Fresh Inc., Bloomington, Calif., said the overall message is that after the freeze the industry had a couple of smaller years, giving enough time for the trees to recover. This season, it is the first chance to do something creative and fun that will move the Chilean volume at the retail level.
“I’m very excited about having excellent quality avocados from Chile in volumes that are promotable, Bezart said. “This is an opportunity in the U.S. for a continuous increase for fall and winter consumption.”
Not only is there a strong marketing campaign expected for the U.S., but also Chilean Hass Avocado Committee is planning to target Europe and Latin America.
Ochagavía said the committee plans to continue running a campaign in the United Kingdom for a 5th year and in Spain and Denmark for a second year
“As far as Latin America is concerned, we will have strong presence in Argentina, and we will also target our national market, Chile, for the eighth year in a row,” he said.
Ochagavía said total Chilean exports are expected to be between 180,000 and 190,000 tons.