The Peruvian Hass Avocado Producers Association (ProHass) is to launch its first promotional campaign in Germany this year, on the back of successful initiatives in the UK since 2009 and France since 2010.
“The results of last year’s campaign were excellent; sales of avocados in the UK market, from June to August, increased by 7.7 per cent in volume and by 14.5 per cent in value compared with the same period in 2009, according to Kantar data,” ProHass told Fruitnet.com.
“In 2010, the volume of avocados sold in France also increased by 2 per cent year-on-year, according to French Customs, and suppliers reported an increase in Peru’s market share, whereas South Africa declined.”
This will be the third year that Peru and Chile will co-operate in the promotion of Hass avocados on the UK market, with Peruvian activities set to roll-out during the summer, ahead of Chile’s entrance onto the market in October.
The aim of Peru’s campaign is to mainly promote avocados with key retailers at the point of sale in order to grow Peru’s market share and avocado sales.
The drive will be based on communicating the health benefits of avocado consumption and the fruit's versatility through recipe and usage ideas.
Activities will include: in-store and outdoor sampling, leaflet distribution, on-pack educational labels, social media and magazine competitions and cookery demonstrations, as well as other trade and PR initiatives.
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