The Chilean Hass Avocado Committee is planning a full spread of consumer and trade marketing activities in the UK for this year’s Avocado Week, which takes place on 24-30 October.
“The association will be encouraging the UK to get acquainted with one of nature’s healthiest and most delicious fruits,” according to the group.
During Avocado Week and throughout the season, the committee will be working with the UK’s largest retailer Tesco to give shoppers the opportunity to try avocados in stores across the country.
There will also be exclusive in-store promotions at Tesco outlets taking place during the course of Chile’s avocado season.
Television chef and restaurant owner Thomasina Miers will once again support the campaign by encouraging both new and existing consumers to eat more avocados.
Chef Miers, who is a fan of Latin American food and Hass avocados, has developed three new recipes using the fruit to demonstrate its versatility as an ingredient.
In addition, the committee will organise an avocado blogging competition, with a cash prize for the best entry about the fruit, and updates during the season on Twitter (?AvocadoBrother) and on the AvocadoBrother blog.
Other activities centred around Avocado Week include a culinary tour by the Avocado Ambassador, who will visit chefs’ colleges around the country, inspiring young chefs to use avocados in their cooking, whilst learning more about this versatile fruit.
The infamous Avocado Man will be out and about in the UK during the week to raise awareness of avocados and availability from Chile.
Throughout the season, updates, competitions and information will be posted on the campaign website, which the Peruvian Hass Avocado Producers Association (ProHass) will hand over to Chile in September following the end to their supply.
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