From a great crop of large fruit to promotions during the summer Olympics and a focus on organics, the Peru Avocado Commission is gearing up for a busy Avocados from Peru season.
The first shipments of avocados from Peru have arrived in the U.S. and are available in promotional volumes until late September.
“As its customary, Peru's fruit will be heavily promoted from Memorial Day to Labor Day in the U.S.,” Xavier Equihua, president of the Peruvian Avocado Commission, said in a news release.
U.S. demand has grown gradually in the past few years, and Peru is prepared to help retailers sell more avocados this year by increasing its footprint. The commission's expectations are that these imports will outpace 2020's volume of 180 million pounds, according to the release.
Peru is the second largest producer-exporter of avocados in the world after Mexico, with Europe being its No. 1 market, followed by the U.S.
Peru will export close to a billion pounds worldwide, of which 200-230 million pounds will go to U.S. distributors, representing a double digit increase from 2020.
Promotions
Based in Washington D.C., the commission has designed several promotions that emphasize the healthy and active lifestyle that is associated with avocado consumption. Most of the promotions are with major U.S. and Canada retailers.
Promotion highlights include:
- TV spots during the Tokyo Olympics on NBC and Telemundo;
- A more robust instant rebate coupon program;
- Organic avocado promotions;
- An educational band for mesh bags; and
- A free, downloadable cookbook.
The highest-profile promotion is the exposure retailers will get during the NBC and Telemundo coverage of the 2021 Summer Tokyo Olympic Games in July and August.
As Peru reaches peak avocado shipments, Avocados from Peru will be the only fresh produce association to offer such tactics to retailer partners through TV spots produced by NBC Universal, according to the release. This awe-inspiring competition grabs the attention of consumers worldwide.
The Avocados from Peru NBC and Telemundo broadcast promotions will air in more than 20 major U.S. markets.
To give back to consumers during the pandemic in 2020, the commission implemented the instant-rebate coupon program with one retailer — a new promotion for the avocado category. The program's successful introduction inspired an expanded program for 2021.
The commission will also target some promotions for organic avocados specifically.
“This is the first time that a produce association under a federal promotional program will invest marketing funds in a program for organic avocados,” commission exporter board member Daniel Bustamante of Agricola Cerro Prieto said in the release. Bustamante produces organic avocados in Peru.
Organic avocados are a fast-growing sector, commission importer board member Bob Lucy of Del Rey Avocados said in the release.
“Avocados from Peru will offer a robust organic promotion program that will be detailed as the season progresses,” Lucy said.
In 2021, the commission will introduce another industry innovation: An educational band for mesh bags, in conjunction with several major retailers.
The traditional band on the retail pack mesh bag is underutilized real estate that can educate consumers on how to use and ripen avocados, Equihua said.
Also, the commission will offer consumers a free 100-page cookbook with unique recipes and artistic photography, downloadable by using a QR code or from avocadosfromperu.com.
The difference
Peru's avocados have several points of distinction for U.S. markets.
Overall, the younger trees of Peru's burgeoning industry tend to produce larger fruit than older trees, so the size portfolio skews larger than avocados from other countries.
Also, many Peruvian growers have made a strong commitment to sustainable farming methods, according to the release.
Peru has reduced its water footprint, including the water captured from the Andes Mountains annual snowpack.
“Peruvian growers believe that every drop of water counts and are adjusting their practices to honor their commitment to sustainable growing practices,” commission chairman Jose Antonio Castro of Agrokasa said in the release.
The athletic fruit
Avocados from Peru is calling its fruit the “ultimate superfood for super athletes,” according to the release.
In addition to the Tokyo Olympic Games, Avocados from Peru will promote in the world of sport sailing throughout the summer, as a major sponsor at the Second Annual World Avocado Cup Regatta July 31-August 1 at San Diego Yacht Club. The regatta includes branded sailboats from 12 avocado-producing countries.
The last few seasons, the commission has been working to position its Peruvian avocados as the go-to fruit for active consumers and major retailers from coast to coast. The 2021 season's promotional program will muscle up that mission with more of a digital and social media presence as well as the most critical component: A robust crop.