So far, the APEAM has published two articles in WeChat and five messages in Weibo about the health benefits of the avocado from Mexico and details about Michoacan, where the product is grown.
This strategy is the result of a study that the APEAM carried out in three cities in that country. To do this, they interviewed hundreds of consumers, retailers, and importers. Thereafter, they determined to launch a digital platform and social networks aimed at publicizing the benefits of the avocado and to support the eCommerce platforms that market it.
APEAM's efforts in China
The Avocados From Mexico brand belongs to APEAM, which is why, given its excellent positioning in the United States -where the AFM serves as the marketing arm of the Association-, it is used as a reference for marketing work in other countries that import Mexican avocados in the world, such as Canada, Japan, and now China.
These marketing activities range from point of sale efforts, partnerships with other important food markets, television commercials with important influencers, and participating in the most important food fairs in those countries.
One of these fairs is Foodex Japan. In its 2018 edition, APEAM, together with executives of Sopexa, defined the details of the campaign in China to increase sales of avocados from Mexico, which in the 2016-2017 season reached 8,783 tons, which allowed China to become one of the top 5 countries that imports the product.
APEAM's efforts in China have focused on training the country's importers to manage avocados. Last year, during the SIAL, a food innovation fair in Asia, the APEAM conducted a seminar on Mexican Avocado, where they explained the fruit's health benefits, how it is traded, how it is harvested, and the importance of its proper handling in the places of origin and destination.
Avocado has become a much sought after product in China
In China, the younger generations who live in cities and have a better standard of living have enthusiastically adopted the avocado in their diet. In addition, 75 percent of the consumers of Mexican avocado in that country are women, due to the nutritional properties and benefits that this fruit has for the skin.
As for its cosmetic properties, the Chinese prefer to buy a small-sized, lemon-green or matte green colored fruit that has no cosmetic damage on its exterior; that's why importers require it can last up to 15 days on display in stores. This does not imply a great challenge for the producers and packers of the APEAM, who rigorously monitor the avocado so that it is conserved in the best conditions from its harvest until it is consumed by Avocado Lovers.
In addition, given that China's demand for luxury goods is steady, it is the people with high purchasing power who consume more avocado, as they are looking for quality products and a healthy lifestyle. Television stars and personal trainers publish content related to the avocado, which potentiates the market for the Mexican fruit. The cities with the highest demand are Shanghai, Beijing, Hangzhou, and Guangzhou.
The Mexican avocado must comply with phytosanitary laws that are similar to those required by the United States Department of Agriculture (USDA) so that it can continue arriving at the tables of China. This rules include that the avocado exported must be of the Hass variety, that it must be produced in Michoacan, and that it must come from registered orchards and packers.
The AFM is almost ready to launch its website in China
At the end of May, the AFM will launch its official website in China. The website will have historical references, recipes, and nutritional information, among many other benefits of the Mexican avocado. This effort is part of APEAM's commitment to continue supporting the development of alternative markets for Mexican avocado consumption. China is the fourth strategic market, apart from the United States, Canada, and Japan, in which the avocados from Mexico have substantial marketing support.