Mexico remains the largest exporter of avocados to the US, retaining 70 per cent of the market share during the October to November period of 2008, on the back of an extensive consumer marketing and public relations campaign coordinated by the Avocado Producers and Exporting Packers Association of Michoacán (APEAM).

The three-month campaign, which began on 17 November and runs through 2 February, has already exceeded expectations, according to an APEAM press release, by surpassing its estimated reach of 130m consumers by more than double.

In total, the campaign reached more than 301m general market and Hispanic consumers in the top avocado consumption markets of New York, Dallas, Houston and San Antonio, Texas and Chicago, APEAM said.

“We are extremely pleased with the response we’ve received as the direct result of our marketing efforts,” explained Emiliano Escobedo, marketing director of APEAM. “During the promotion period, avocado sales increased 79 per cent in Texas and 25 per cent in Chicago at stores that promoted the fruit. From October through December 2008, Mexico supplied 70 per cent of the avocado market.”

The programme was designed to build market demand and sales velocity for Mexican avocados during the holidays and football playoff season. Advertising efforts included: radio and television advertising; nationwide celebrity chef television appearances; retail promotions with retailers and wholesalers in Texas and Chicago; the distribution of recipe cards and the launch of a microsite, Avocado Fiesta, to provide consumers with news and promotions.

“There is no doubt that marketing promotions launched last fall have had an impact in the marketplace as Avocados from Mexico have secured the category leadership position for the second year in a row—a position that is made possible by providing quality fruit, volume to supply the market and collective efforts to promote Avocados from Mexico,” said Alejandro Alvarez, APEAM chairman. “In 2009, APEAM will continue to supply the market with the volume needed to support promotions.”