Mexican avocados

The Mexican avocado industry is to introduce a new marketing campaign this winter and fall, with the aim of increasing consumption in key US states.

Created by the Avocado Producers and Exporting Packers Association of Michoacan (APEAM), the campaign features appearances by celebrity chef Rick Bayless, broadcast advertising and new merchandising tools, according to a report by The Packer.

According to APEAM's marketing director Emiliano Escobedo, the move is designed to take advantage of new market research showing that more consumers are eating avocados year-round.

'APEAM saw outstanding fourth quarter sales growth last year, but there are still opportunities to build demand further,' he told the publication. 'We've developed a complete marketing programme that will keep movement strong this fall and winter in order to guarantee another record season for avocados from Mexico.'

The campaign will include general market and Hispanic consumer radio, television and online promotion in Dallas, Houston, San Antonio and Chicago, according to a release by APEAM.

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