August was a bumper month for the sales of South African avocados according to the South African Avocado Growers' Association (SAAGA). Sales in all the major multiple retailers hit peak levels for the season so far as the UK enjoyed bursts of summer weather which in turn increased consumer demand for salad ingredients.

The two best weeks of the month were the third and fourth weeks, which included the August bank holiday, when the UK enjoyed soaring temperatures. Over a third of the South African crop of avocados available in the shops – mainly Hass – were sold by retailers as 'ripe and ready to eat'.

As well as the good weather, a concerted and sustained consumer PR campaign over the summer months has also raised awareness for South African avocados and has resulted in high profile coverage in publications such as BBC Good Food, The Sunday Times Style Supplement and Best Magazine. A glossy recipe booklet with over 30 new recipes and striking photography has also been produced by the South African Avocado Information Service providing consumers with new and exciting serving suggestions aimed at increasing rate of sale. Consumer demand for free copies has greatly increased during the good weather (call 020 7388 7421 for a copy).

Chief Executive of SAAGA, Chris Keevy, commented: 'The link between good weather and sales of summer salad ingredients such as avocados is indisputable – once the weather starts brightening up people start thinking about lighter, fresher foods and eating healthily. Certainly the greater availability this season of South African avocados in 'ripe and ready to eat' packs has helped sales boom.'

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