South African avocado industry bounces back in 2012
The 2012 South African export crop estimate is 12 million 4 kg cartons (48,000 tonnes), of which 45% will be greenskin and 55% Hass. This is significantly up on the 2011 export crop, which came to a mere 6.7 million cartons as a result of severe widespread hail in late 2010.
Derek Donkin, chief executive of the South African Avocado Growers’ Association (SAAGA), says: “Fruit quality is expected to be good thanks to favourable weather conditions and because our growers all have a very good eye when it comes to critical production practices. The excellent crop we are expecting this year will enable South African exporters to supply their customers according to demand.”
The first South African fruit is set to arrive on UK shores in late April, with the season peaking in June and July.
SAAGA will be continuing with its promotional activities in the UK, Sweden and South Africa in 2012, to ensure that export and domestic demand continues to grow in line with South Africa’s growing production.
Take a Dip with Summer Avocados was the over-arching theme for last year’s promotion in the UK, which included an intensive PR campaign and in-store marketing activity. The summer lifestyle campaign incorporated recipes and tips for guacamole, barbecues, picnics and al fresco dining, all highlighting avocados as the essential complement to summer living. The campaign achieved 124m opportunities to see, a media value of £4.19m media value and a 1:76 return on investment.
Based on the results of consumer research conducted during the 2011 season, this year’s UK activity will focus on drumming up further support for avocados in trade, foodservice and retail channels.
Rob Metcalfe, managing director of PR and marketing agency Richmond Towers Communications, which organises the UK campaign, said: “This is our 17th consecutive year working with SAAGA. The consumer research we organised last year helped to identify some issues around merchandising and threw up some questions around consumer attitudes regarding usage, value for money and ripeness, among others. Our 2012 campaign will start to attack these barriers to market growth.”
For more information:
Laura Gould / Rob Metcalfe
Tel: 0044 20 7388 7421
[email protected] / [email protected]