Japan is now Mexico’s second-largest avocado market, and the Central American supplier aims to build on its successes there with a new promotional programme for 2011.
The programme is being funded by industry body the Avocado Packers and Exporters Association of Michoacán (APEAM), and will be organised by Japanese marketing and consultancy firm Yamano & Associates in concert with Mik Planning.
This year’s promotion follows on from a successful campaign in Japan for the 2009/10 season, which boosted sales in the market by about 19 per cent, according to APEAM.
Japanese imports of Mexican avocados hit 30,850 tonnes in 2009/10, a 27 per cent increase over the previous year, despite overall Mexican exports and production falling, Yamano & Associates president Hisao Takeda told Fruitnet.com.
The 2011 promotion will run from March to May, and will feature APEAM’s “the world’s finest” tagline. The 2009/10 campaign featured in-store promotions, recipe booklets and media appearances, which this year’s campaign is likely to echo.
Mexico’s Ministry of Agriculture, Livestock, Rural Development, Fisheries and Food (SAGARPA) is also providing support for the campaign.
The current Mexican avocado season has been a difficult one, with high temperatures during spring in 2010 and storms in summer causing grey flesh and black spotting on fruit skins. APEAM plans to combat those problems with tighter quality control.
The total 2010/11 harvest from APEAM members, which make up the majority of the industry, is forecast at 335,714 tonnes.
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