Peruvian Avocado Commission Kicks Off 2015 Season with Monumental Marketing Campaign

Peruvian Avocado Commission kicks off 2015 season with monumental marketing campaign and a salute to the men and women of the historic U.S.S. Cole.

A RECORD 150 POUND OF AVOCADOS TO BE IMPORTED INTO THE UNITED STATES THIS SUMMER.

Washington D.C., June 1, 2015 — The Peruvian Avocado Commission (PAC) kicked off the 2015 season by serving a super food breakfast to the men and women on board the famed USS Cole Navy ship during Fleet Week in Ft. Lauderdale, Fla. This salute-the-troops event was a first in the history of the avocado category and jump starts a powerful five-month long marketing campaign that includes high-profile events and sponsorships, increased trade and consumer advertising, an expanded menu of retailer support programs and more opportunities to engage directly with consumers through social media initiatives.

Avocados from Peru (AFP) are the only avocados that will be at the peak of their season this summer, and a record 150 million pounds of AFP are projected to be imported into the United States between May and September.

“In the past three years, Avocados from Peru exports to the United States have tripled from 50 million to 150 million pounds making Peru one of the largest suppliers of avocados during the summer months,” stated Enrique Camet, PAC Board Chairman, “This growth is especially significant because the Avocados from Peru season is much shorter than any other major avocado growing region in the world.  Additionally, Peru is also a consistent supplier of large size fruit because of its climate conditions.”

Building on the success of last year’s campaign, AFP’s 2015 marketing program is designed to whet consumer’s appetites for the nutrient-dense super food and provide retailers with innovative incentives to prominently showcase AFP in the produce aisle.  “The 2015 campaign involves a variety of events and promotions similar to the breakfast served to the sailors on board the USS Cole that are firsts for the avocado category,” explained Xavier Equihua, President and Chief Executive Officer, PAC. “We want to reach consumers through a variety of media channels, constantly reminding them to make Avocados from Peru a part of their daily diet.”

The breakfast event on board the USS Cole will be featured as a special July 4th segment on the nationally syndicated Mr. Food Test Kitchen show on July 1.  The segment will air on more than 100 television stations across the country and reach millions of viewers.

Leading up to the July 4th holiday, one of the highest avocado consumption periods during the year, AFP will host a series of high-profile media events on the east coast.  Internationally renowned chef, Martin Morales, the author of the award-winning cookbook Ceviche: Peruvian Kitchen, which was awarded the London Sunday Times Cookbook of the Year, and the founder and Managing Director of Ceviche Soho, Old Street, and Andina, three of London’s best new restaurants, will help generate excitement for AFP in New York City to help ramp up the season.  Chef Morales will act as the global ambassador for AFP at the Fancy Food Show; host a private dinner at the Peruvian Ambassador to the United Nation’s residence for top media and key customers; be featured as a guest chef at the renowned James Beard Foundation House, and conduct a special cooking demo at Condé Nast – the prominent media company and producer of high quality content.

In mid-June, the 48th Annual Smithsonian Folklife Festival in Washington D.C. will be co-sponsored by the Republic of Peru’s Ministry of Foreign Trade and Tourism. During the two-week long festival, which is expected to attract up to 1.1 million visitors, AFP will partner with the popular Peruvian Brothers, one of the official food suppliers of the event. Throughout the summer the Peruvian Brothers’ food trucks will be wrapped in beautiful images of Peru and fresh, ripe avocados and they’ve added AFP’s signature Quinoa and Avocado Salad to the menu. The event allows AFP to honor the U.S. at one of the largest events in the country.

All AFP events and promotions will be supported by an aggressive social media campaign. Contests, promotions, partnerships with high-profile bloggers and live chats will engage consumers and encourage them to try the fruit in new and different ways. Facebook, Instagram, Pinterest and Twitter will provide the growing AFP fan base with hundreds of reasons to select AFP, including new recipes and photographs and opportunities to share cool avo-tips.  Consumers will also have a chance to enter the “Summer Avocados Sweepstakes” and win a once-in-a-lifetime trip to Peru.

AFP’s popular website, which is more engaging and informative than ever, is designed to incentivize consumers to add more avocados to their diet:

  • Unique visual approach, a first in the category, including increased use of video, which will also be shared on Instagram, Vine and on all social channels.
  • New photos of mouth-watering dishes and pictures of life in Peru.
  • Introduction of video capsules that creatively and artistically tell the story about AFP from the perfect growing conditions of Peru, to the country’s culturally rich heritage to the industry’s deep commitment to social responsibility and sustainability.
  • Promotion section on the homepage that highlights AFP social media initiatives, videos and special topics.
  • A downloadable free cookbook available on the website and on iBooks, promoted with a dramatic ‘movie-trailer’ style video on all AFP’s social channels.
  • AVOMAG: the launch of the first in the category online magazine focusing on exciting news from the world of avocados.

ADVERTISING SUPPORT
Radio remains an important advertising channel for AFP. The successful thirty-second spot radio campaign that ran in 24 markets in 2014 will continue in 2015 with expanded reach and also air in select Spanish-language markets. The customized attention-grabbing spots that promote Peru’s fertile farmland and the fruit’s impressive nutritional profile will be available to all retailers in both English and Spanish.  In select markets the spots will be supported with value-added promotions.  Popular Internet music streaming service, Pandora, will run the spots.

To further promote the availability of the summer fruit, consumers in Washington, D.C., Philadelphia, Boston and visitors to the Aspen Food & Wine Classic may see their city buses wrapped as a larger-than-life full-color billboard featuring the picturesque landscape of Peru and of course, delicious Avocados from Peru.

AFP is known for making a splash in trade publications and 2015 won’t disappoint. To kick off the season, several trade publications will run special AFP editions in June. Print and online advertising has expanded to include several more media vehicles and the number of insertions will increase.

With increased marketing support and a large volume of fresh avocados imported from Peru, AFP has expanded its retailer program and is offering produce managers a greater variety of tools to merchandise the popular summer fruit.

  • Co-branded newspaper ads and bus wraps.
  • Bins with bold graphics featuring the signature AFP Machu Picchu brand image.
  • New RPC wraps with a joint “Monumental Flavor” and “Summer Avocado” slogans and new recipe ideas that go beyond guacamole.
  • Sesame Street “Eat Brighter” Campaign bins for retailers wanting to reach a younger demographic.
  • Branded PLU stickers and mesh bags.
  • Funding for IRC’s.
  • Funding for demos taking place during the summer including the weeks leading up to the Fourth of July and Labor Day.
  • New content for social media.

AFP will be engaging food service operators for the first time through a unique summer promotion with Restaurant Associates, one of the nation’s premier hospitality companies, operating over 100 prestigious locations on the East Coast and beyond.  During July and August, all Restaurant Associates’ high profile corporate locations such as New York Times, Morgan Stanley, HBO, and the NBA, will feature fresh menu offerings from AFP.  Restaurant Associates chefs will be encouraged to create innovative avocado-centric recipes during the promotion along with showcasing specialty Avocados from Peru recipes. Each corporate location will receive AFP signage, recipe cards, nutritional information and colorful posters.

The totality of all the 2015 initiatives, each complementing each other, will continue to strengthen AFP’s position as the peak summer avocado for consumers and retailers across the country.

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.

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

Contact:
Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]

Avocados from Peru Closes Out Monumental Season

Washington D.C., October 15, 2014 — As the Peruvian Avocado Commission (PAC) closes out a monumental 2014 season, it’s not resting on its laurels. The second largest avocado importer in the United States is preparing for 2015, which is projected to be its biggest year ever in terms of amount of fruit imported. More customized retailer programs, impactful new advertising, attention-generating public relations campaigns, and a solid social media program are under development and will be ready to launch when the first fruit arrives next spring.

“The United States is an extremely important market for Avocados from Peru,” explained Enrique Camet, Board Chairman of PAC. “High quality, large fruit, motivated retailers, and a strong, strategic marketing program all contributed to establishing Avocados from Peru as the second largest importer of avocados in the United States.”

PAC’s 2014 marketing program had two primary goals – build long-term retailer support and make consumers aware that Avocados from Peru are available all summer long.

“We had four short months to sell 145 million pounds of avocados,” stated Xavier Equihua, Chief Executive Officer of PAC. “We did just that working side-by-side with our retail partners to develop tailored programs and by implementing engaging public relations and social media programs that provided consumers with many compelling reasons to eat more avocados.”

Highlights of the 2014 season include:

  • Tailored Retail Partner Programs – PAC supported its retail partners with a menu of marketing opportunities including:
    • Unique to the category radio advertising campaign that integrated the retailer directly into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, short, five-second spots included retailer names whenever possible and on-air promotions were created for stations expressing interest.
    • New, eye-catching Point-of-Sale materials including bins and reusable plastic crate wraps were available.
    • Impactful trade advertising that ran all season long in print and digital publications.
    • Support for in-store demos.
  • Refreshed Website – To support its biggest season ever, PAC refreshed its website – www.avocadosfromperu.com – and added cutting edge technology that was new to the avocado category.
  • Social Media – PAC Firmly established itself in cyberspace by creating FacebookInstagram, and Pinterest accounts. Specific promotions were created for each of these channels to encourage followers and promote engagement.

All the programs executed in 2014 have helped strengthen the foundation for the future of Avocados from Peru in the United States. The 2015 marketing program will build on the successes of this first milestone year and will set new precedents for the avocado category. Look for more co-branded POS displays and in-store demos, enhanced consumer promotions, expanded radio support and promotions, new social media initiatives, continued website growth, expansion into more Latino markets, and bigger shipments to more markets to meet growing consumer demand.

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.

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

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625

Avocados from Peru Rounds Out Season with Robust Recipe Collection

Washington D.C., September 30, 2014 — The end of the Avocados from Peru season is fast approaching, but the website will remain an active resource for folks who cannot resist the silky fruit from Peru. Visit Avocados from Peru’s ever expanding and engaging website – www.avocadosfromperu.com – for a plethora of unique recipes that use avocados in new and delicious ways.

“Our recipes represent a sampling of flavors from around the world. Sourced from well-known chefs like Ricardo Zarate of Los Angeles, CA and Martin Morales of London, UK, to popular food bloggers and contest winners, our recipes reflect Americans’ growing taste for fresh avocados and recipes that go above and beyond the tried and true guacamole,” explained Xavier Equihua, Chief Executive Officer of the Peruvian Avocado Commission.

The recipes, located on PAC’s uniquely designed website, visually burst before your eyes introducing visitors to a new taste experience. All who visit the website are able to view the recipes in a cookbook-style format, a feature novel to the avocado industry.

“We want consumers to know that avocados can be paired with just about any food and prepared a thousand different ways,” continued Equihua. “Beautiful photography housed in an easy-to-use format make the recipes even more enticing.”

The recipes featured are as varied as their sources and span all day parts, encouraging avocado lovers to incorporate the nutrient-dense fruit into their breakfast, lunch, dinner or afternoon snack.

Recipe Contest

PAC recently sponsored a month-long recipe contest on the James Beard award-winning website, Food 52Avocado Sea Salt Shake was a favorite among the site’s food-focused membership. This unique recipe features avocados in a totally new and delicious light.

Avocado Sea Salt Shake

Serves: 2

Ingredients:

– 1 1/2 small Hass avocados, or 1 large

– 1 tablespoon lemon or lime juice

– 1 cup coconut ice cream

– 3/4 to 1 cups milk (or coconut milk beverage)

– 1/4 to 1/2 teaspoon salt

– Simple syrup or agave to taste

Directions: 

1. Cut avocado(s) in half and remove the pit.

2. Scoop the meat into a blender.

3. Add the lemon juice, ice cream, milk, and salt.

4. Blend until smooth. Taste, add more salt or sweetener, and briefly blend.

5. Divide into 2 glasses, sprinkle with a tiny pinch of salt, place a straw in each glass, and serve.

Celebrity Chefs

One of the greatest features of PAC’s website is its unique collection of recipes, which are amassed from a variety of sources. Award-winning Peruvian chef, Ricardo Zarate, owner of four restaurants in the greater Los Angeles area, Mo-Chica, Picca, Paiche, and Blue Tavern, has three recipes using the fruit from his homeland prominently featured on PAC’s new website.

Chef Martin Morales is the owner of the popular restaurant Ceviche, located in London’s chic SOHO neighborhood, and Andina, in London’s city center. His Ensalada de Quinoa features thinly sliced avocados topped with a flavorful quinoa salad mixed with cilantro, limo chile, and diced tomatoes and onion. It’s easy to make, delicious, and is certain to be bookmarked as a favorite.

mmorales Peruvian chef Martin Morales, who owns two restaurants in London, Andina and Ceviche, adds Avocados from Peru to his menus as soon as the fruit is available.[/caption]

Bloggers

Popular blogger, Marla Meridith of Family Fresh Cooking, who boasts over 131,000 Facebook followers (and over 594,000 Pinterest followers), has been a champion of Avocados from Peru all summer long. Avocado recipes she created in her kitchen were prominently posted on all her social media sites and seen by hundreds of thousands of people actively looking for fresh, nutritious dishes to feed their families. In addition to creating recipes that nourish your body, she demonstrated a different use for avocados — a facial mask that nourishes your body from the outside!

Recipes

Other popular recipes featured on PAC’s website include Chupe de Camarones, which is also one of the most “liked” recipes on the Avocados from Peru Facebook page. This hearty soup skillfully blends the distinct flavors of coconut and pumpkin with the textures of potatoes and corn to create a satisfying appetizer or filling lunch. Another gem is Gnocchi with Hass Avocado Pesto, an excellent choice for a Meatless Monday!

Visit the site often for new recipes, tips, and news of Avocados from Peru’s arrival in 2015.

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.

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

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625