The Peruvian Avocado Commission launches a new marketing campaign to commemorate its re-entry to the American Market, in line with the June-September avocado season. The campaign “Monumental Taste” conveys Peru’s heritage along with its cuisine and products.
Peru is set to ship 60 million pounds of avocados are the United States in 2012, answering most of the 1.4 billion pound demand. The additional US imports of the Hass variety of avocados could mean lower prices and bigger selections for its consumers.
“We are thrilled to be able to bring high-quality Peruvian avocados to the United States during the highest period of avocado consumption,” said Peruvian Avocado Commission Chairman and CEO of Agropecuaria Las Lomas de Chilca, Enrique Camet. “Avocados from Peru will complement the California avocado season, allowing the avocado industry to finally keep up with the demands of consumers for more Hass avocados.”
The integrated marketing effort is designed to raise consumer awareness and encourage product support at the retail level. Media channels include billboards near retail outlets, radio, and in-store signage in New York, Philadelphia, Chicago, Los Angeles, San Diego and Sacramento for the first year.
However, some local growers in California fear that domestic groves might be in danger, despite extensive anti-pest protections imposed as part of the agreement. California accounts for 86 percent of US avocado production, including most of the country’s Hass. The introduction of foreign pests could pose danger for the local industry. Thus, US officials imposed systematic inspection, packaging, and sanitation requirements as a condition of allowing the imports.
The past nine years, more than 28 million Hass avocados from Mexico have been inspected. Dangerous pests were found only twice.
- Doyle, M. “U.S. gives final OK to import avocados from Peru”. The Seattle Times. 4 January 2010. <Retrieved from http://seattletimes.nwsource.com/html/nationworld/2010698221_avocado05.html on 15 June 2012>
- Hurley, KC. “Peruvian avocados return to United States”. Fresh Plaza. 14 June 2012. <Retrieved from: http://www.freshplaza.com/news_detail.asp?id=97451 on 15 June 2012>