Chilean avocado volume could surpass 2006 levels - The Packer

Chilean avocado volume could surpass 2006 levels

07/09/2009 01:54:20 PM
Jose Escobedo

Henry said Chilean grower-shippers have very high production standards, whether it be harvesting transporting or packing.

“They do a good job in getting the fruit from the field to the refrigerated ships, so the end result is that the quality is very good,” he said.

As far as prices at the retail level are concerned grower-shippers are confident that promotions will be big this coming season.

“With this volume we see very promotable pricing that will allow aggressive marketing to be employed,” said Rankin McDaniel, president, McDaniel Fruit Co. Inc., Fallbrook, Calif.

To move the great volume expected this season, grower-shippers know they have to count on excellent marketing campaigns and distribution programs.

The Chilean Avocado Importers Association plans to continue promoting avocados with promotions on radio, TV and billboards, as well as through consumer and display contests.

“We will start these programs in Labor Day kickoff, that is when the real promotable volumes will arrive, sometime in the middle of August,” Thomas said.

Because of Mexico’s strong presence in the U.S. market, many industry experts feel that, to achieve good returns and profits, making sure the product moves well through the market’s pipelines is all that really matters.

Doug Meyer, vice president of sales and marketing for West Pak Avocado Inc., Temecula, Calif., said Mexico is going to be a big force in the market this season, and expect a large crop. Therefore, the need to establish creative ideas for innovative promotions is necessary.
“These promotions need to create value and drive additional volume. I feel that the CAIA is on the mark for accomplishing this, they are presenting these promotions to the retailers and the food industry,” he said.

Art Bruno, chief financial officer and chief operating officer of Calavo Growers Inc., Santa Paula, Calif., said this year there will definitely be promotions.

“Mexico has a considerable size crop combined with one of the best Chile is going to have and although California had a small crop it looks like they might return,” he said.

“All three sources have very good crops, so there should be good opportunities for promotions and plenty of volumes for the consumer.

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