It’s too early to say for sure how many avocados Chilean growers will export to the U.S. this year, but Karen Brux, managing director of the San Carlos, Calif.-based Chilean Fresh Fruit Association, said volume likely will be up a bit from last year’s 66 million pounds.
“We’re expecting a small increase in volume shipped to the U.S. in 2018-19, as well as a longer season,” she said in late July.
Good-quality avocados from Chile should start arriving in the U.S. by early September.
“We hope to supply the U.S. market through the winter and into early spring in order to support our customers on a consistent, steady basis,” Brux said.
“Chile fills a very interesting niche,” she added, “and we definitely see opportunities to further expand our retail partnerships in the coming season and beyond.”
Brux encouraged retailers to engage shoppers by telling the story of avocados, including where and how they’re grown, their nutrition attributes and new, interesting ways of eating them.
The association emphasizes usage ideas that are a good fit for fall and winter, she said, and offers football-focused entertaining ideas, images and posts for social media as well as fun use ideas and videos for Halloween and the coming holidays.
The Chilean Fresh Fruit Association ran its first targeted digital advertising campaign in 2017-18, working with Hulu, Spotify and numerous health, fitness and foodie websites, Brux said.
The association plans to expand its digital marketing this season.
The association also introduced a new tagline — “Chile. The Land of Avocados” — in 2017 and will continue to use it in 2019, she said.
“The campaign, which consisted of online ads, social media and retail point-of-sale material, put the spotlight on Chile as a source for premium avocados,” Brux said.