On February 7, the Association of Producers, Packers, and Exporters of Avocado (APEAM) of Mexico presented a new commercial for Japan at a press conference in the Mexican Space of the Embassy of Mexico in Japan with the objective of promoting Mexican avocados in Japan, generating more interest in the fruit in one of its main markets, and involving avocado importers in Japan.
Thanks to the joint work of producers and packers, the consumption of Michoacán's avocado in Asia grows year after year. In the particular case of Japan, the fruit represents more than 85 percent of its import quota, i.e. eight to nine of every 10 avocados consumed in that country come from Mexico.
In a conference that put a spotlight on the fruit before the official launch of the commercial on television, the President of APEAM, Gabriel Villaseñor, via a videoconference, spoke about the success of the avocado in that country and in the world.
The diversification of markets has led to an increase in imports: at this moment, Mexico already supplies 60 to 65 percent of the avocado that the world consumes.
Exports to Canada in 2018 increased by 22%, from 60,877 tons in 2017 to 74,358 tons in 2018.
Exports to China increased by 108%, from 6,298 tons to 13,75 tons, which also highlights the success of the promotional campaigns that APEAM has undertaken in that country. Meanwhile, exports to Japan increased by 15%, going from 46,200 tons to 53,100.
APEAM's new commercial in Japan
Promotional activities are reinforced each season in Japan. Fruit importers, representatives of the most important media in Japan (printed and digital), and the restaurant industry assisted to the conference in which the new APEAM commercial was presented.
Armando Arriaga, the Head of Chancellery at the Mexican Embassy in Japan, spoke about the importance of Avocados from Mexico in the Asian country.
In Japan, but in general throughout the Asian continent, APEAM does an important job of disseminating information about the benefits of the fruit, how to handle it, mature it, as well as its qualities, such as its versatility, as it can be used in multiple dishes.
On this occasion, Mokomichi Hayami, the Ambassador of the APEAM's brand in Japan, Avocados From Mexico, presented a special recipe for Valentine's Day.
Mokomichi made it possible to attract media with a large audience, and avocado importers were optimistic that the Ambassador was present at the conference.
In addition, Avogo, the official mascot of the brand who is present in all of APEAM events in Japan, was present at the event. At the end of the event, attendees had the opportunity to taste special dishes made with avocado, including those prepared by Mokomichi.
Once again, APEAM demonstrated that promotional campaigns and the diversification of markets, a product of the joint work of producers and avocado packers of Michoacán, continues to bring benefits to all the members of the value chain.