Mexico is predicted to be the number one avocado supplier to the US all season long, with a 52 per cent share of the market between July 2010 and July 2011.

According to the latest figures from the Avocado Packers and Exporters Association of Michoacán (APEAM), Mexico is forecast to ship a total of 315m lbs of avocados to the US between July 2010 and March 2011.

Volume is reportedly supporting strong spring sales, APEAM said in a news update, and a new spring programme being organised by the association is designed to build demand even further.

“Starting March 15, after a brief hiatus, the campaign will hit the airwaves once again with a TV and radio schedule,” revealed APEAM marketing director Emiliano Escobedo.

The drive will target both the general and Hispanic markets in Texas, Chicago, Los Angeles, San Diego and Sacramento. Joining the radio campaign are celebrity chefs Melinda Lee and Jamie Gwen.

Throughout March, avocados from Mexico will be also promoted in supermarkets across the US, supported by initiatives such as a retail display contest.

Activities will also continue online at avocadosfrommexico.com where banner advertising, competitions, recipes and information are aimed at drawing in thousands of consumers.

APEAM is also continuing its work with Pati Jinich; a Mexican native who works at the Mexican Cultural Institute in Washington DC.

“Throughout 2011 Pati will act as our bilingual spokesperson and her presence will be woven into many aspects of APEAM’s program,” explained Mr Escobedo.

In early February, Mr Escobedo said Pati will be on television showcasing Super Bowl team–inspired guacamoles, followed by visits to New York based magazine food editors and test kitchens, several cyber events like Twitter parties and in person appearances at blogger events.

In April her first television show “Pati’s Mexican Table” will air across the country on PBS with an entire programme in her first series devoted to avocados.

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