Keeping a Superfood Safe In Time of Crisis

Throughout the COVID-19 Pandemic, when America’s Consumption of Avocados from Peru Remains High, Peruvian Producers are Maintaining Stringent Safety Measures to Protect Consumers

Peru is Poised to Export Between 180 Million and 190 Million Pounds During this 2020 Summer Season

Washington, D.C., May 4, 2020 — While the COVID-19 pandemic has put the world in crisis, Peruvian avocado producers are rising to the challenge of safely shipping up to 190 million pounds of Peruvian avocados to the United States from June through September. Avocados from Peru (AFP) is committed to providing high quality avocados to retailers across the U.S. while ensuring that one of the world’s most popular and beloved superfoods continues to be produced, packed and shipped using stringent safety measures.

Commitment to the Highest Safety Measures

The Peruvian government has ensured that exports of its products to trading partners will comply with new COVID-19 safety regulations, and that essential personnel involved in the transport and handling of these exports will follow all necessary safety measures. Crops are being carefully handled through all stages of the supply chain using strict sanitary procedures mandated by Peruvian authorities.

“Although there were early disruptions to the international market and domestic operations, the impact on the industry’s exports has not been significant. Initially there was a slight slowdown in exports, but this was mostly due to market uncertainty surrounding COVID-19, and to industry learning how best to implement new safety practices,” said Jose Antonio Castro, Chairman of the Peruvian Avocado Commission (PAC). In the United States, the Peruvian avocado market has grown in recent years, with a majority of Peruvian avocados going to the Midwest and East Coast. Even with limitations due to COVID-19, Peru forecasts a 5 percent increase in 2020 exports over 2019.

“Peru continues to be a powerful player within the summer market, and as the demand for healthy foods like avocados continues to rise, AFP will make every effort to ensure consumer access to this iconic superfood, especially in stressful times like these,” said Xavier Equihua, President and CEO of PAC.

Broad Menu of Marketing Programs for Retailers

To be prepared whenever state and local stay-at-home orders begin to ease, AFP has developed a comprehensive menu of marketing strategies that retailers can easily implement using traditional and new media. These include the use of tagged TV spots on NBC, Hulu and Sling; eye-catching wrapped buses in major cities; instant rebate coupons and in-store merchandising, traditional and social media strategies, and assistance with flyer ads and home deliveries. The carefully curated programs are all aimed at assisting retailers during these challenging times.

A broad range of economic initiatives by the Peruvian government was cited by Bloomberg, as a “stimulus package that equals about 12% of its gross domestic product of Peru, the biggest in all of the Americas.” Those measures to ensure economic stability in the wake of COVID-19 were hailed as “nothing short of exceptional,” by PAC president Equihua, who added: “In the same vein, AFP is committed to assisting the heroes across the supply chain in any way possible, and providing healthy food options like Peruvian avocados to customers.”

About the Peruvian Avocado Commission

The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2010 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the USDA.

Detailed information regarding these programs will be announced throughout the season. Avocados from Peru will be available in the U.S. from June through September. For more information about the PAC, please visit www.avocadosfromperu.com or email [email protected].

A Message From Avocados From Peru COVID-19 Pandemic

Washington DC & Lima, Peru – March 20, 2020. The U.S. based Peruvian Avocado Commission (PAC), and its sister association, ProHass of Peru, welcome the measures being taken by our respective governments in the fight against the Coronavirus (COVID-19) pandemic. Our thoughts go out to the people who have been affected by this unprecedented event and we pay homage to the men and women from around the world who are on the front line working to contain this pandemic.

“For us, the health and safety of all is of utmost importance,” said Xavier Equihua, CEO of PAC. “As such, the Peruvian avocado industry is committed to working hand-in-hand with the public and private sectors as we all face the difficult challenge of responding to this global pandemic.”

Even during these difficult times Avocados from Peru (AFP) will supply avocados to the US market from June through September. The production will continue to be environmentally and socially responsible and following the guidelines of GLOBAL GAP and other international certifications.  GLOBAL GAP is the United Nations international standard of reference used to guarantee that food has been grown sustainably in regards to food safety, the environment, and the safety and welfare of workers. AFP are seasonally available from June to September.

Our member producers and companies are operating in a responsible manner to safeguard our personnel and crops in all aspects of our internal supply chain.  Such operations, from orchard to packing house to table, are being carried out with the appropriate safety measures and in coordination with government authorities.

To further the need of eating healthy, AFP is also pleased to announce that we will use “‘generic” marketing messages in order to place the focus on the benefits of keeping a healthy diet during these challenging times for all.

AFP will take a leading stance in promoting the importance of washing our hands on a regular basis, exercising, and eating well balanced diets to nourish our bodies. But also focus on the need to maintain good mental health as we enter a period of social distancing and reduced social interaction. “Activities as simple as preparing or cooking food can contribute to positive mental health and we will be promoting measures such as this as prominently as physical benefits,” stated Equihua.

In closing, even in these challenging times, we will do everything possible to keep delivering healthy and nutritious AFP to the US.

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About the Peruvian Avocado Commission

The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2011 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the Federal Promotion Program for Hass Avocados, which is under the oversight of the U.S. Department of Agriculture.

About ProHass

ProHass is the Association of Avocado Producers of Peru representing small, medium and large producers.   We are the national and international voice of the Peruvian avocado industry. We provide among others, support to the Peruvian avocado industry in technical and scientific research to improve the production, packaging and marketing of avocados in the world. Our board of directors is composed of the most recognized leaders in the Peruvian avocado category. In addition we represent over 80% of the avocado planted area in Peru.

For more information about the PAC please visit www.avocadosfromperu.com or email [email protected]

Avocados From Peru Closes Out 2019 Season

Washington, D.C., October 15, 2019 – This season, Avocados from Peru (AFP) continued to exceed expectations of quality and supply. Peru’s commitment to sustainable and socially responsible agricultural practices, and its reputation as a reliable supply source, solidified AFP’s dominance in the industry as one of the largest suppliers of avocados during the summer months. Peru exported 183 million pounds to the USA alone. From June to September, Peru is the largest exporter to Europe and the second largest supplier of imported avocados to the United States. Avocados from Peru were available at top retailers and were a major foodservice supplier, including Chipotle, during the summer months.

Delivering messaging centered on health and fitness, Avocados from Peru maximized its impact as a leader in the industry through a variety of unique collaborations and events, including major sports activations, as well as retail, trade and foodservice partnerships.

“We believe avocados are at the center of health and fitness.” said Xavier Equihua, President & CEO of the Peruvian Avocado Commission. “We know that young people are changing the world. They love to eat healthy, be active, and they care about quality and food that is sourced responsibly. Peruvian Avocados are the superfood of the summer. We believe that if we continue to challenge the industry standard and emphasize the healthy lifestyle avocados naturally promote, we will continue to forge Avocados from Peru’s message and find unique opportunities to grow the market into the future.”

This season’s robust marketing campaigns spanned across all channels including social, digital, radio, broadcast, mobile, print, retail initiatives and consumer activations – all pointing to the quality, taste, nutritional benefits and versatility of Peruvian avocados.

Highlights of the 2019 season included: sponsoring Fox Network’s coverage of the FIFA 2019 Women’s World Cup, cohosting the inaugural World Avocado Cup Regatta, partnering with the NY Jets and making the world’s largest bowl of guacamole (pictured above), sponsoring the launch of the first Michelin Guide California, and advertising during the MLB All-Star game.

FIFA World Cup 2019
AFP sponsored FOX Network coverage of the 2019 Women’s World Cup from June 7 to July 7. AFP is an official broadcast sponsor of the FIFA cup and was thrilled to be part of this world-class event.

The Inaugural World Avocado Cup Regatta
Once again avocados, the world-renowned superfood, proved they are trendsetting trailblazers – this time in the world of competitive sailing. The World Avocado Cup Regatta embodies the iconic avocado as the quintessential food of our time. The World Avocado Organization (WAO) and the San Diego Yacht Club (SDYC), debuted the World Avocado Cup Regatta in the heart of San Diego Bay in July 2019.

Avocados from Peru and the NFL teamed up to promote a healthy dose of competition this football season
Avocados from Peru® (AFP), the New York Jets and ShopRite, joined forces for the first time ever, promoting health and fitness with a unique series of events highlighting the Jets favorite superfood, Avocados from Peru.

During the NYJ home opener on September 8, ShopRite, Avocados from Peru and the New York Jets took on the world record challenge for the “largest bowl of guacamole”– and won! The world record-breaking bowl of guacamole came in at 9,090 lbs!

MLB All-Star and NY Yankees-Red Sox London Games
For the first time ever, Major League Baseball headed to Europe. AFP was the only produce commercial sponsoring the London showdown between the New York Yankees and the Boston Red Sox in June. Likewise, AFP was the only produce commercial featured during the 2019 MLB All-Star Game in Cleveland, Ohio on July 9.

Michelin Guide CA 2019
In another first, Avocados from Peru, the World Avocado Organization and California Avocados, served as the official sponsor of the inaugural edition of the Michelin Guide for California. Published annually, the Michelin Guide is the oldest restaurant reference guide in the world, awarding its highly sought after stars, coveted by fine dining restaurants everywhere.

Retail Support and Consumer Advertising
AFP continued to support retailers with a variety of strategic co-marketing opportunities tailored to their preferred programs. Advertising in top tier outlets, including Women’s Health, Men’s Health, Vanity Fair and Vogue highlighted the health and fitness benefits of Peruvian Avocados.

Demos
Avocados from Peru completed thousands of demos at Walmart, Costco and Sam’s Club’s nationwide. AFP also participated in this year’s Walmart Wellness Week, the largest health event in the world. Peruvian avocados are the only produce items to ever be included in this prestigious event.

About the World Avocado Organization (WAO): Established in 2016, the World Avocado Organization is an international association representing the leading producers, exporters and importers of avocados, including Peru, South Africa, Colombia, Spain, Tanzania, Mozambique, Zimbabwe, Mexico and the United States. The primary objective of the association is to spread the word of the avocado around the world and to promote its consumption thanks to its nutritional values and its recognized health benefits.

For more information about the PAC please visit www.avocadosfromperu.com
or email [email protected]