Avocados are set to get an even bigger promotional push this year following the launch of a new global body, the World Avocado Organization.
Launched this month by top avocado producing countries Brazil, Mexico, Peru, South Africa and the US, the non-profit organisation aims to boost global avocado consumption through collective self-funded marketing campaigns.
The EU - the world’s second-largest market for imported avocados - will be a major target, and the first promotional programmes will kick off in the UK, Germany, Spain, and some Scandinavian countries later this year.
Promotional activity is also being planned for emerging Asian markets.
“The World Avocado Organization represents the creation of a major international agricultural body that has been years in the making and is, to date, the only multinational global marketing organisation of its kind,” said WAO chairman and director for Peru, James Bosworth.
The Grocer’s 2015 Top Product survey revealed avocado sales rocketed 25.9% on volumes of 27.9% last year [Nielsen 52 w/e 10 October 2015] in the wake of the so-called “avocado craze”, which saw Brits using the fruit for everything from toast to smoothies.
The Peruvian Trade office put soaring sales down to “unprecedented” media coverage, which gave shoppers a new appreciation for the fruit’s health benefits and versatility.
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