The first shipments of avocados from Peru have arrived in the US and are available in promotional volumes now until late September. “Peru’s fruit will be heavily promoted from Memorial Day to Labor Day in the US,” said Xavier Equihua, president of the Peruvian Avocado Commission (PAC).
US market demand has grown gradually in the past few years. PAC’s expectations are that they will outpace last year’s volume of 180 million pounds. Peru is the second largest producer/exporter of avocados in the world behind Mexico, with Europe being its number one market followed by the US. Peru will export close to a billion pounds worldwide, of which 200-230 million pounds will be exported to US distributors, representing a double-digit increase above 2020.
PAC is launching an expansive promotional program this summer to expand the footprint of Peruvian avocados.
The Washington D.C. headquartered PAC, the industry’s U.S.-based promotional arm, has planned an exciting and expansive promotional program throughout the summer.
Highlights include TV spots during the Tokyo Olympic coverage and a more robust instant rebate coupon (IRC) program. Last year, for the first time in the avocado category, PAC implemented the IRC program with one retailer to give back to consumers during the pandemic. The program was a big success.
PAC is also investing in a promotional program for organic avocados. “This is the first time a produce association under a federal promotional program will invest marketing funds in a program for organic avocados,” said PAC exporter board member Daniel Bustamante of Agricola Cerro Prieto. “It’s important for the category to promote organic avocados because it is the fastest growing sector,” added PAC importer board member, Bob Lucy of Del Rey Avocados.
PAC will also introduce its first educational band for mesh bags. The traditional band on the retail pack mesh bag is under-used to educate consumers on how to use and ripen avocados. Additionally, PAC will offer a free downloadable 100-page cookbook.
Also, during the NBC and Telemundo coverage of the 2021 Summer Tokyo Olympic Games, which will be held in Japan in July and August, avocados from Peru will receive promotional coverage across the broadcasts in more than 20 major US markets. Avocados from Peru will be positioned as the ultimate “superfood” for super athletes.
In addition to the Tokyo Olympic Games, Avocados from Peru will be highly visible in the sport of sailing throughout the summer, as PAC will be a major sponsor at the Second Annual World Avocado Cup Regatta sailing competition to be held July31-August 1 at the world-famous San Diego Yacht Club.