The Mexican avocado industry expect to ship over 310,000 tonnes (700m lbs) of avocados to the US this season as a whole raft of promotional activities get underway this month, according to a release from the Mexican Avocado Growers and Packers Association of Michoacán (APEAM).

During the July to September period APEAM predicts volume will reach 103m lbs; before ramping up to 169m lbs between October and December; 233m lbs from January to March and 200m lbs between April and June.

“With this volume, we will set a new shipment record to the US and continue as the avocado category leader,” said APEAM marketing director Emiliano Escobedo. “Along with the increased volumes we have boosted our promotion support.”

This season, APEAM is coordinating a new display contest in which produce managers and category managers can both win by displaying avocados from Mexico from 23 September through 26 November.

The organization also reaching out to millions of US consumers through the sponsorship of the PBS show Mexico: One plate at a time, which starts on 12 September and features celebrity chef Rick Bayless.

APEAM has also designed point-of-sale and secondary displays to encourage more impulse purchases at supermarkets.

Three weeks of radio targeting the general consumer market have also been added to the program, as well as a new TV and radio campaign, which starts on 9 November and runs through the Big Game.

The bulk of APEAM’s marketing activities will take place between November and February in Dallas, Houston and San Antonio.

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