Peruvian avocados now in season
The Peruvian Avocado Commission (PAC) jumpstarted its 2016 season by serving a superfood breakfast…The Peruvian Avocado Commission (PAC) jumpstarted its 2016 season by serving a superfood breakfast to the 2000 men and women of the U.S. Navy and Marine Corps on board the famed USS Bataan Navy ship during Fleet Week (May 25th-31st, 2016) in New York City. Following the success of the USS Bataan event, Avocados from Peru (AFP) is taking a fresh and strikingly visual approach to presenting avocados to consumers and the trade. For example the Summer Avocado will showcase a series of recipes entitled “Avocados from Peru in Bloom” as interpreted by famed Dutch food sculptor Colette Dike of Fooddeco using avocados in the shape of roses and ribbons.
AFP is also launching a series of new video recipes featuring highly influential Peruvian chefs Mitsuharu Tsumura of Maido and Alfredo Aramburu of Cala and Popular of Lima, Peru; and Martin Morales of Ceviche SOHO and Old Street and Andina of London. The video recipes showcase Avocados from Peru in classic and contemporary ways. The whole series of video recipes is now viewable on AFP’s YouTube Channel.
Along with new food photography and captivating video recipes, AFP has released another signature video featuring a vibrant look into the Peruvian landscape, culture and avocado growing process entitled “The Land of Avocados from Peru.” These videos and photos are available on the AFP website here and will be shared on all social media platforms.
In another example of AFP’s unique approach to reaching consumers, this month and in July, AFP is the first in the produce category to advertise in Vogue and Vanity Fair with its “Superfood: Beauty from the Inside” retailer tagged ad.
Building on the success of last year’s campaign, AFP’s 2016 marketing program is designed to whet consumers’ appetites for the nutrient-dense superfood and provide retailers with innovative incentives to feature avocados from Peru in the produce aisle. For example, demos at the largest retailers will make use of simple, nutritious recipes and mouth-watering food photography to inspire consumers to create superfood avocado smoothies, bite-size avocado toast and chocolate avocado mousse right in their own kitchens.
“We expect the U.S. consumption of avocados to continue rising at double digits this year,” said Xavier Equihua, CEO and President of PAC. “Hass avocados taste great and are extremely versatile, they can be used in all kinds of simple to more elaborate recipes and more consumers are becoming aware that avocados are a nutrient-dense superfood. In addition to showcasing the beneficial nutrients that occur naturally in Avocados from Peru, the commission plans to partner with other Peruvian superfoods such as asparagus, blueberries, figs, quinoa and pomegranates to create synergistic promotional opportunities.”