Avocados from Peru Closes Out Monumental Season

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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 Facebook, Instagram, 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

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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 52. Avocado 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

Avocados from Peru Plants Itself as a Permanent Player in the U.S. Market

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IMPACTFUL RETAIL-FOCUSED RADIO CAMPAIGNS ARE FIRST FOR THE AVOCADO CATEGORY

Washington D.C., August 13, 2014 — This summer, the Peruvian Avocado Commission (PAC) launched its first multi-faceted marketing program and its unique radio strategy is proving itself on every level. The first of its kind national summer radio campaign, and more importantly, the value-added promotions, were strategically designed to fulfill retailers’ needs and drive consumer purchase.

The 10-week long radio campaign kicked off in late June and has been gaining momentum since the first round of spots aired in the northeast supporting top retailers across the country.

“The availability of high quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” explained Xavier Equihua, Chief Executive Officer, PAC. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, short, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support limited time, in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” continued Equihua. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side-by-side with our retail partners offering them the tools they need to assist them in selling the biggest crop of Avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10% every year and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer” added PAC Board Chairman Enrique Camet. “Right now, PAC is the only group heavily promoting avocados at a national level during the summer months of June, July, and August. Such months are the peak period for avocado consumption and not only are we providing large, quality fruit, we are providing many incentives for consumers to purchase the fruit and enjoy it in unique ways.”

PAC’s radio program goes well beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets.

ON-AIR DEMOS
Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

RECIPE CONTESTS
To drive purchase and encourage consumption, several stations are asking their listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia, and Baltimore.

PRIZE PACKAGES
For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock, and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

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.

Avocados from Peru will be available in the U.S. through September. For more information about the PAC please visit www.avocadosfromperu.com or email [email protected].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625

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