Social media memes of the plump, pear-shaped avocado cartoon figure lifting weights or telling itself in the mirror that it’s the “good kind of fat” parallel the Health at Every Size movement.
The avocado embodies the ethos that being healthy doesn’t mean looking any particular way, nor does it mean a life without enjoying creamy, rich indulgences.
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With these cultural shifts in mind as well as others, Peru is positioning its avocado as an athletic fruit by highlighting the nutritional benefits and launching several sports-event promotions — a timely approach when health and wellness have been top of mind in 2020.
“Nutrient dense and silky smooth,” avocados are some of the first foods millennials feed their babies (this writer included), according to the Avocados in Bloom cookbook.
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In addition to almost 20 vitamins and minerals, avocados have omega-3 fatty acids. To be absorbed by the body, many nutrients need to be accompanied by fat, so the avocado can unlock that potential in any other food consumed with it — especially the beta carotene found in carrots, squash and broccoli.
“Substitute animal-based fats for plant-based fats. That’s better for your arteries,” said Peruvian Avocado Commission president Xavier Equihua. “It’s one of the best things for your GI tract: fiber and fat combined. People are paying to attention to that.”
Avocados from Peru is calling its fruit the “ultimate superfood for super athletes,” he said.
That’s why doing promotions during the summer Olympics was a no-brainer.
“The Olympics are a natural fit for a very simple reason: Promoting health and fitness. That’s the perfect personality for, not only avocados, but all fruits and vegetables,” Equihua said.
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In addition to the Tokyo Olympic Games, Avocados from Peru will promote in the world of sport sailing throughout the summer, as a major sponsor at the Second Annual World Avocado Cup Regatta July 31-August 1 at San Diego Yacht Club. The regatta includes branded sailboats from 12 avocado-producing countries.
The last few seasons, the commission has been working to position its Peruvian avocados as the go-to fruit for active consumers and major retailers from coast to coast.
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Oxnard, Calif.-based Mission Produce launched an Opt For Avo campaign, which offers new merchandising options and “encourages consumers to live healthier lifestyles by promoting consumers to opt for avocado over other foods higher in saturated fats,” said Denise Junqueiro, senior director of marketing and communications.
Mission Produce’s retail offerings include header cards, shelf talkers, digital assets and a display bin, which can be downloaded on its website, worldsfinestavocados.com/marketplace/avocado-intel.
The Avocados from Peru 2021 promotional program will muscle up that athletic, wellness-minded mission with more of a digital and social media presence as well as the most critical component: A robust crop.
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