Catchy song and video asks consumers if they’re ‘Bruisin’ While Choosin’
According to Australian Avocados, more than half of Australian consumers (55 per cent) admit to squeezing the middle of the avocado to test ripeness, while two in three (66 per cent) said they’ll handle up to three avocados each shop.
The industry body said this “bad habit” leaves avocados bruised before they even make it home. And, in a bid to help educate consumers, it has teamed up with Australia’s two-time Strongman champion Eddie Williams, also known for his appearance on Australia’s Got Talent, to launch the debut music video for a catchy new track, ’Are You Bruisin’ While Choosin’?’
The playful song encourages shoppers to pause in-store, rethink their approach, and remember one simple rule: don’t squeeze the middle, the neck is where to check.
“I spend my time competing all over the world, lifting hundreds of kilos, so I know what real strength is,” Williams said. “But avocados don’t need that kind of force. Squeezing the middle of the fruit is actually what can bruise them before they’re even eaten. It’s a simple mistake, but an easy one to fix. Just gently press the neck instead. If I can switch from heavy lifting to that, you can too.”
Australian Avocados found that three quarters (75 per cent) of Australians want ripe, ready-to-eat avocados while shopping. The campaign is a reminder that a small change in how consumers shop can make a big difference, helping to reduce food waste and ensuring better avocados at home.
“We know Australians love their avocados, but many don’t realise the knock-on effect of checking them for ripeness incorrectly in-store,”said Lucy Philip, Australian Avocado grower. “When people squeeze the middle of the fruit, it can bruise the flesh before it even makes it home, impacting the quality and ultimately the eating experience for themselves and others. The correct way to check ripeness is to gently press the neck, close to the stem, where the fruit naturally softens first. A ripe avocado will yield slightly to gentle pressure, while a firmer one just needs a few more days.”
