Mexico is ramping up its avocado sales in the US as the season nears its peak, with exports expected to total 319,782 tonnes (705m lbs) between July 2009 and June 2010, according to the Association of Avocado Producers and Exporting Packers of Michoacán, Mexico (APEAM).

Up to December 2009, shipments had already reached 116,311 tonnes (256m lbs), APEAM said, down slightly on pre-season estimates.

The organisation’s spring consumer marketing programme aims to reach over 300m target impressions as it seeks to build demand in key markets.

Featuring print media, online media and broadcast support, the campaign is running nationwide with extra targeted efforts in Dallas, Houston, San Antonio and Chicago.

“Print advertisements will run nationally in women’s magazines from February until May,” explained APEAM marketing manager Emiliano Escobedo in a news update.

“The online effort is taking place continually throughout the programme, encouraging consumers to visit our website to find more usage ideas and recipes,” Mr Ecobedo added. “Plus we’re also rolling out television and radio spots during the spring.”

APEAM is also coordinating in-store promotions and competitions during specific months, including a special push in March designed to tie-in avocado sales with sporting events, and extra activities around the Mexican holiday Cinco de Mayo, which takes place on 5 May.

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