Avocados from Peru puts the spotlight on organics

The Peruvian Avocado Commission has established a dedicated Organic Avocado Committee for the federal promotions program. PAC is devoting resources for the promotion of organic avocados in the United States. This will be one of the first times that an organic product will be marketed using assessment funds from an organization operating under a federal promotion program to support one of the fastest-growing segments within the produce category.

Under the National Organic Program, producers, handlers and importers of organic products may request an exemption for assessments paid to a federal promotion program.  But this summer, PAC is promoting organic avocados to retailers with a custom-designed program for each retailer who chooses to participate. The funds are coming through the assessments that the importer community has agreed to leave in the program.

“We are going to be a very strong player in organics this summer so we are introducing an organic avocado marketing program,” said President Xavier Equihua, noting that it was the first time ever that organic avocados will be promoted in this manner and with these funds.

He said organics are “one of the fastest-growing sub-categories for the produce industry and Avocados from Peru wants to inspire other associations operating under a federal promotion program to do the same and start incorporating organics into their promotions.”

The PAC executive added that there is a movement afoot to launch a non-commodity specific organic promotion program that he does not believe is necessary. Equihua understands the mechanics of the National Organic Program law well as he was one of the key staffers who coordinated the legislation to establish the Organic Food Production Act during his years on Capitol Hill as a key trade advisor to the chairman of the agricultural committee of the United States House of Representatives.

“We want to be the inspiration for other producers and hope they follow our lead in promoting organics,” he said. “We also want U.S. policymakers to take note and realize that a national organic promotion is not the path to take.”

He added the avocado promotion groups are the experts for their product just as other commodity groups are well-versed in their fresh product. He does not believe an organic program covering all commodities can be as effective as a program launched within a single commodity group.

Peru has entered its heavy shipping period this season with a void existing in organic avocado volume.  California has a much smaller crop than last year, and Mexico has few organic avocados left as they enter the tail end of their 2020-21 crop year.  Equihua estimated that 4 to 5 percent of Peru’s avocados destined for the United States in 2021 will be organic.

Avocados from Peru is working individually with retailers around the country customizing promotion programs to fit their individual needs. “We don’t take the one-size-fits-all approach,” Equihua said, adding that the commission has several different options retailers can choose from.

Bob Lucy, president of Del Rey Avocado Company, Fallbrook, CA, who is chairman of the AFP marketing committee this year and an organic avocado specialist, said the organic promotion is a forward-thinking effort and he gave Equihua all the credit for the concept. “Xavier is the first person to do a carve out program for organic avocados,” he said. “A number of retailers have already signed up. This is a great opportunity to promote Peruvian organics this year.”