The Colombia Avocado Board (CAB) has unveiled its new brand image as part of a strategic plan to increase Colombian avocado imports to the US.
The initiative is focused on building B2B relationships with US buyers and sharing information about Colombia avocados to highlight their strengths and their opportunity to help feed the growing US avocado market.
“As we kicked off our new strategy, it was important that our logo captured the essence of the diverse ecosystem and tropical rainforests of Colombia,” said CAB chairman Pedro Aguilar.
“The Andes is the backdrop of our home and the shades of green in the logo emulate the rich green colors of the country’s flora and fauna, while the tree plays homage to the wax palm, the national tree of Colombia.”
Colombia’s direct access to the Atlantic and Pacific Oceans makes it uniquely positioned to deliver avocados to the east coast of the US in ten days or less, and the west coast in under two weeks.
“When looking at the projected retail and foodservice demand in the US, Colombia is perfectly positioned to help meet those demands head on and provide another market solution,” said Aguilar.
William Watson, managing director of CAB, commented: “our goal is to build awareness for CAB and align with importers and buyers of avocados to show them that the Colombian Avocado programme has the quality and volume to provide another category solution for a hungry US consumer”.
Colombia’s tropical climate and mountainous terrain allow it to grow avocados year-round.
Aguilar continued: “we have fantastic growing conditions, consistent rainfall, and the capability to create extended seasons for avocados”.
Aguilar also noted that this unique terrain allows Colombia to have two growing seasons. The primary season is known as ‘in-season’ and harvest takes place from October to March and represents two-thirds of the total harvest.The secondary season known as ‘off-bloom’ runs from May to August and represents the remaining portion of the crop.
Watson said: “this is an exciting time to be part of a category that has shown such rapid growth and work with an organisation that is poised to grow into the space as they create new marketing and awareness tools”.