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Avocados from Peru Concludes Unprecedented 2015 Campaign Season as Host of 8th Annual World Avocado Congress in Lima
/by AFP-adminPeruvian Avocado Commission celebrates growing volume in the U.S.
The cover of the Peruvian Avocado Commission’s digital cookbook, released in 2015
Washington D.C., September 14, 2015 — The Peruvian Avocado Commission (PAC) has closed its 2015 season with more than 100 million pounds of fruit imported into the United States over a three-month period. Since it began importing to the U.S., Peru has become an increasingly important supplier of avocados during the summer peak season.
Much of the success of the 2015 season can be attributed to the innovative promotional campaign that combined a number of first-in-category events and programs.
“From coast to coast we worked with top retailers, influencers, and partnered with a number of successful brands to get Avocados from Peru on the minds and plates of consumers across the country,” said Xavier Equihua, CEO and President of PAC. “We are especially grateful for the support of the retail trade who have recognized and promoted the quality of Avocados from Peru.”
One strategic element of the 2015 multi-faceted and multi-media marketing campaign was the support of a social media campaign that was designed to drive engagement and focus on quality content across multiple channels.
The brand’s social media strategy made a strong impression with consumers and had a measurable impact on brand awareness with millions of impressions.
PAC flourished in digital content creation and distribution during the 2015 season with a digital cookbook that is available as a free download in Apple’s iBook Store and on the brand’s Facebook page. The book in hard-copy format will also be available in limited amounts and distributed to attendees of the 8th Annual World Avocado Congress (WAC). Additionally, PAC also released new editions of AVOMAG, the first-in-category online magazine focusing on exciting news from the world of avocados.
Throughout the season, PAC partnered with thoughtfully selected Flavor Ambassadors who embody the brand and messaging to drive strategic PR initiatives with significant impact. Flavor Ambassadors for the 2015 program included Chef Martin Morales, chef-proprietor of London’s Andina and Ceviche restaurants; and Washington D.C.’s Peruvian Brothers, who operate a renowned food truck.
The primary goals of PAC’s 2015 marketing program were to reinforce consumer awareness of the flavor and nutrition found in Avocados from Peru and to support retailers during the peak summer season.
Highlights of the 2015 Season include:
To bookend the successful 2015 season, the Peruvian Avocado Commission will host more than 1,000 international attendees at the the 8th Annual WAC in Lima September 13-18. One of the highlights of the congress is a Scientific Program focusing on health and human nutrition and updated information regarding agricultural management, production and commercialization. The Congress will also include research presentations of scientific, marketing and commercial subjects from all parts of the world that influence the future of the industry.
Additionally, this October, PAC will support a brand new pavilion at the Produce Marketing Association taking place in Atlanta and featuring the first 8×16 jumbotron display in the history of the event.
The marketing efforts of PAC reflect the organization’s commitment to supplying the U.S. with top-quality fruit during the summer season while building relationships with consumers and retailers to educate the public about the health benefits of Peruvian Avocados.
To download a free copy of the Avocados from Peru Cookbook, simply click here.
You can also access more images from the Peruvian Avocado Commission on their website.
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].
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Peruvian Avocado Commission Celebrates National Hot Dog Day With Free Avocado Topping For Baseball Fans
/by AFP-adminNew York City baseball fans invited to upgrade hot dogs to “avodogs”
Washington D.C. July 24, 2015 – In celebration of National Hot Dog Day on July 23rd, the Peruvian Avocado Commission (PAC) treated New York baseball fans to a complimentary topping of fresh smashed avocados at a local major league ball game.
Although avocado may not be considered as classic a topping as mustard and relish (yet!), adding summer avocados to one of America’s favorite summertime foods proved enormously popular with fans – who devoured more than 600 fresh Peruvian Avocados during the game.
In addition to adding monumental flavor to a perennial favorite, Peruvian avocados also boast nearly 20 important vitamins and minerals and have no sodium or cholesterol.
Served with just a squeeze of lime or combined with other classic hot dog toppings such as onions and tomatoes, freshly sliced or smashed Avocados from Peru make an ideal hot dog topping.
“We look forward to seeing Avocados from Peru become an indispensable part of the all-American tradition of attending a major league baseball game,” said Xavier Equihua, President and CEO of PAC.
Peruvian avocados enjoy a season that, much like baseball, runs from May to September, earning them the nickname of “summer avocados.”
For more ideas of how to top your favorite frank with Peruvian Avocados, head to the PAC website: www.peruvianavocados.com.
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Avocados From Peru and Famed Peruvian Chef Martin Morales Captivate New York’s Culinary Elite
/by AFP-adminAvocados from Peru celebrated 2015 season in a series of events across New York City that included the first ever avocado-themed dinner at the James Beard House
Washington D.C. July 15, 2015 – In conjunction with Global Brand Ambassador Chef Martin Morales, Avocados from Peru captured the imaginations and taste buds of New York’s top foodies in a series of highly successful events to kick off the summer season.
Considered one of the pioneers of modern Peruvian cuisine, Morales has taken the UK by storm with his Peruvian-inspired London restaurants Ceviche SoHo, Andina, and Ceviche Old St. He also published his first cookbook in 2014, which was promptly named the #1 Cookbook of the Year by The Times of London.
“Chef Martin Morales takes a modern and innovative approach to classic Peruvian cuisine,” said Xavier Equihua, President and CEO of Peruvian Avocado Commission (PAC). “He is the perfect global ambassador for Avocados from Peru, which are so essential to Peru’s cuisine and culture and have been for thousands of years!”
The weeklong schedule of activities started with a live cooking demo on Sunday, June 28 at the 2015 Summer Fancy Food Show, held at the Javitz Center in honor of National Ceviche Day. Attendees had the opportunity to watch and engage as Chef Martin Morales prepared two of his signature dishes: a vegan Ceviche of Artichoke and Avocado and Avocado Quinoa Salad. Over the next few days, some of the country’s top editors had the opportunity to sample Morales’ Avocado Quinoa Salad and Ceviche Andina, both featuring Peruvian Avocados, at a very special Chefs’ Table promotional appearance at the Hearst Corporation and Conde Nast’s new One World Trade Center headquarters.
Between cookbook signings, media appearances and interviews, Chef Morales also prepared a special dinner at the residence of the Peruvian Ambassador to the UN for more than 40 VIP guests including key culinary influencers, media and important government figures at the Peruvian Trade Commission.
Rounding out the week, Chef Morales prepared dinner for a sold-out crowd at the James Beard House, one of New York City’s most prestigious and influential culinary institutions. The dinner, a first in the avocado category, focused on the versatility, nutrition, and monumental flavor of Avocados from Peru, which are largely considered to be the gold standard in markets around the world.
“I love integrating seasonal superfoods into my cuisine and every year I look forward to the summer avocados from Peru,” said Morales, referring to the fruit’s May-September availability. “Avocados are an essential part of my menus and Peruvian cuisine so I am thrilled to be working with the Peruvian Avocado Commission.”
The week of events was an overwhelming success for all involved and served as an important step towards familiarizing American consumers with the cuisine and culture of Peru, which is the #2 exporter of avocados to the United States.
For recipes from Chef Martin Morales and the Peruvian Avocado Commission or for more information, please visit www.avocadosfromperu.com
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