Fresh off the heels of another year of sales growth, the Association of Avocado Producers and Exporting Packers of Michoacán, Mexico (APEAM) has announced in a press release the launch of the 2010 Avocados from Mexico marketing programme.

As of this month, Mexican avocados will be promoted in North America via a fully-integrated spring campaign, designed to further increase consumption and build market demand during the peak avocado consumption season that begins with March Madness and ends with the Cinco de Mayo (5 May) holiday.

The programme kicks off with new creative general market and Hispanic consumer radio, television and online advertising in the top avocado consumption markets of Dallas, Houston, San Antonio and Chicago.

The intense broadcast efforts will air for a total of six weeks between 15 March and 2 May, and is expected to generate more than 300m target impressions.

In addition, Avocados from Mexico will be outreaching to consumers through marketing, in-store promotions, print advertisements in popular publications nationwide and merchandising efforts.

To tap into the immediate excitement of March Madness, Avocados from Mexico is offering special basketball themed POS Cards and supporting retailer specific display contests to encourage in-store displays and boost overall sales during this key promotional time period.

“We’re excited to build on the momentum of not only our success but of the success of the avocado category as a whole,” said Emiliano Escobedo, APEAM’s marketing director. “We expect Avocados from Mexico will have another record season to further solidify our position as the avocado market share leader in the US.”

According to Mr Escobedo, strategic marketing efforts and consistent thought leadership may have paved the way for Avocados from Mexico to become the number one producer and provider of avocados in the US, but the reason they continue to hold that position is due to their rich heritage, consistent quality and year-round availability.

Unlike any other growing region in the world, APEAM said in Mexico the industry experiences four blooms each year, allowing growers to handpick avocados when they are at the right maturity level to provide consumers with optimum taste and quality in a variety sizes year round.

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