The Peruvian Asparagus Importers Association (PAIA) in the US has announced in a press release the appointment of a new East Coast co-chairman – Walter Yager of Alpine Fresh, Florida.
Mr Yager will serve for the 2010-2011 term together with West Coast chairman, Chris Martin of Gourmet Trading of California.
According to the association, PAIA’s chairmen are focused on industry issues as well as advancing the asparagus category as a whole.
“As an association, we will enhance industry focus on increasing the consumption of fresh asparagus in the US market through aggressive retail and food service promotions,” Chris Martin, West Coast co-chairman explained.
“These promotions will be centered around the nutritional value and ease of preparation that fresh asparagus offers the US consumers.”
Mr Yager added that today’s consumers are looking for convenience and value.
“Our objectives are to convey exactly that by partnering with retailers and providing quality products for the consumers,” he said.
“The ultimate goal is to enhance the trade and boost consumption through market development - we are prepared to investigate and pursue opportunities to accomplish this goal,” Mr Yager added.
In 2011, PAIA plans to continue the coordination and production of reports such as the Peruvian Asparagus Category Management Plan Outline, according to the organisation’s coordinator Priscilla Lleras.
The tool is designed to identify market growth and trends, industry facts, as well as information that will aid retailers in the marketing and promotion for Peruvian asparagus.
The association will focus even greater efforts in 2011 on spreading the positive word to trade press, supermarkets and consumers concerning the benefits of fresh asparagus.
Through articles, advertisements, direct-communication, and trade show participation, the association anticipates increasing consumption and demand for fresh asparagus in 2011.
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