In a groundbreaking way, Peruvian organic avocados are getting focused marketing attention.
The Peruvian Avocado Commission has established the first ever dedicated Organic Avocado Committee for the federal promotions program, according to a news release. PAC is devoting resources for the promotion of organic avocados in the U.S., the group said.
This will be the first time that an organic product will be marketed using assessment funds from an organization operating under a federal promotion program to support one of the fastest-growing segments within the produce category, according to the release.
“We are going to be a very strong player in organics this summer, so we are introducing an organic avocado marketing program,” Xavier Equihua, president of PAC, said in the release.
Organics are “one of the fastest growing subcategories for the produce industry and Avocados from Peru wants to inspire other associations operating under a federal promotion program to do the same and start incorporating organics into their promotions,” he said.
Equihua estimated that 4% to 5% of Peru’s avocados destined for the U.S. in 2021 will be organic.
Under the National Organic Program, producers, handlers and importers of organic products may request an exemption for assessments paid to a federal promotion program. But this summer, PAC is promoting organic avocados to retailers with a custom-designed program for each retailer who chooses to participate, Equihua said in the release.
The funds are coming through the assessments that the importer community has agreed to leave in the program.
Bob Lucy, president of Del Rey Avocado Co., Fallbrook, Calif., chairman of the Avocados From Peru marketing committee this year, said in the release that the organic promotion is a forward-thinking effort, and he gave Equihua all the credit for the concept.
“Xavier is the first person to do a carve-out program for organic avocados,” he said in release.
“A number of retailers have already signed up. This is a great opportunity to promote Peruvian organics this year.”
