Excellent quality, export estimates on target and a first-class promotion campaign that created a strong consumer demand in the UK for avocados amongst ABC1 consumers characterised the past South African avocado supply season.
Members of the South African Growers' Association (SAAGA) were told the news at their annual end-of-season Marketing Symposium, which was held in Nelspruit, South Africa last week.
The growers were congratulated on the way they had produced exceptionally good quality fruit by paying particular attention to soil nutrient levels, disease control and picking fruit at optimum maturity levels.
South Africa's 2003 season crop was a little less than predicted last April at 9.1 million cartons (estimated at 9.5m) as a result of unusually hot, dry weather. Importers were warned of this early in June to give them time to plan ahead accordingly.
Co-ordination of supplies with other avocado producing countries worked well, especially at the beginning and end of the South African season, albeit that there were unexpected large shipments of fruit from Peru from mid June to late July.
The meeting was also told about the continued success of their ëSummer Avocados' promotion campaign in the UK, the only activity of its kind for avocados and now in its seventh year. It was revealed that household penetration has increased significantly over the past three years and that, for the first time, over 10m people are now eating avocados on a regular basis.
Derek Donkin, SAAGA's general manger, commented upon the way that the healthy eating benefits of avocados were starting to come to the fore and helping drive consumer demand, along with the importance of ready-to-eat fruit in growing sales.
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