Arturo Medina and James Bosworth at the PMA fair
"Our idea is that all the countries that provide avocados to Europe join together to promote the consumption of this fruit. It's something that Peru has been doing for many years, but we see a critical need to increase per capita consumption in this continent. Europe has 15% more people than the US, but they don't even consume a third of what America consumes. This potential can not be squandered," Bosworth said."Brazil, USA, Mexico, and South Africa have shown interest in this Peruvian initiative. The decision to form this organization was taken in February, during the Fruit Logistica in Berlin. The World Avocado Organization (WAO) was created as a nonprofit association and its main goal is to conduct an annual campaign to encourage the consumption of avocado, regardless of its origin or variety, in Europe and the world. The project will also emphasize how to eat the fruit, without forgetting to promote its health benefits. In other words, the idea is to position it as a superfood," continued the spokesman.
The first campaign will take place in 2017 at the PMA show in Orlando (Florida). The WAO has sent invitations to companies and associations so that they can join the World Avocado Organization. "We are not only interested in associating producers and exporters, but any company that is linked to the handling of this fruit. The project is already underway, our marketing committee, composed of representatives from each of the countries of the organization, has already begun the selection of advertising agencies that will be part of this campaign. We are moving very fast and the project is taking shape," he concluded.
For more information:
James Bosworth CrovettoWorld Avocado Organization (WAO)
T: +511 2251626
E: jbosworth@ahr.com.pe