The fourth consecutive year of Chilean Hass avocado promotion in the UK will focus on culinary uses of the fruit as well as its health benefits, according to the Chilean Hass Avocado Association (CHAA).
The first shipments of the fruit are expected to arrive in the UK in September, with a series of public relations events and in-store incentives planned to push avocados during the winter season.
Television chef Thomasina Miers (pictured) has developed five Hass avocado recipes that will be displayed in consumer magazines and information booklets, and she will also feature at the Avocado brotherhood lunch in London.
"The UK is a very important market for Chilean Hass avocados, where we are looking forward to another successful season," said Adolfo Ochagavía, president of the CHAA. "We have seen encouraging growth in sales since our fist promotional campaign in 2005/06. If we educate shoppers about the health benefits and good fats of Hass avocados, and encourage them to use this fruit in a variety of ways, we can continue to drive this growth forward further with existing and new purchasers.
Further promotions include a demonstration of avocado preparation and uses at Westminster Kingsway College, while the CHAA will sponsor the family race day at Huntingdon Race Course.
Total exports for the 2008 season are expected to fall 10 per cent this season, according to CHAA figures, with total exports forecast to fall to between 100,000 tonnes-110,000 tonnes from 117,000 tonnes in 2007. The potential fall has been attributed to frost and drought in valleys throughout some growing regions.