The first arrivals of South African avocados hit the UK last week.
The South African Avocado Growers’ Association (SAAGA) predicts the 2009 export crop will be 10 million 4kg cartons (40,000 tonnes), with some 25 per cent earmarked for the UK.
This comes after a record bumper crop last year, when 12.8m 4kg cartons (51,200t) were exported overall and the UK promotional campaign achieved record levels of activity.
Derek Donkin, chief executive of the SA Subtropical Growers' Association (Subtrop), which manages the affairs of SAAGA, claimed that growers and exporters are optimistic. He said: “Over the past 13 years, we have consistently promoted avocados in the UK market, delivering what we believe is the most consistent and successful fresh produce campaign the market has seen.”
This season has so far been untroubled by the unusual weather patterns that can disrupt fruit growth, so both the harvest and fruit quality are forecast to be good. The South African export crop will be split equally between green-skinned varieties and Hass.
SAAGA chairman Piet Muller added: “We would expect a smaller crop this year; a reduction after a large crop is a recognised phenomenon in avocado production. But 10m cartons is good by any standards and we are looking forward to another successful season.”
SAAGA is to continue its UK promotional campaign, named Add An Avo, to encourage consumers to incorporate avocados into everyday meals.
This year will see nutritionist and TV presenter Amanda Ursell back the campaign with a series of national and regional radio interviews.
The activities will include in-store and out-of-store programmes, including the creation of a new information and recipe booklet, in-store sampling, online activity and targeted advertising, as well as a trade and consumer PR campaign.
The last campaign generated more than £2.3 million-worth of avocado coverage in the UK media, some 15,000 entries for a Win A Holiday competition and extensive consumer engagement via multiple retailers.
In-store activity included 673,000 in-pack leaflets in avocado multipacks, as well as 876 sampling days in key multiples, where more than 20,500 Summer Avocado booklets were distributed.
No comments yet