Los Angeles-based Melissa's/World Variety Produce and the Hass Avocado Board are partnering in a co-marketing campaign to promote Latin produce during Hispanic Heritage month from Sept. 15 to Oct. 15. The project is specifically targeted to approximately 2,500 retailers that cater to Hispanic customers.

"Approximately 2,500 retailers across the country are participating in the program," said Robert Schueller, director of public relations for Melissa's. "These were specifically targeted because they have at least 25 percent penetration of Latin consumers. Most retailers across the country today carry the basic Latin products like plantains, avocados and jicama, but these stores carry a much broader line of products that their Latin clientele use regularly."

In addition to the aforementioned items, Mr. Schueller said that the top Latin items include chilis, tomatillos, cactus leaves, cilantro, chayote squash, yucca root, keitt mangos, cactus pears, corn husks, piloncillo, tamarindo and canela.

"Research has shown that the Hispanic population who will be exposed to the campaign have larger, closely-knit families who spend a larger portion of their income on food," said Mr. Schueller. "They tend to shop in family groups - sometimes three generations joining in the shopping experience at one time - and they often shop in evenings and on weekends. They have a strong feeling of tradition and heritage, and they seek quality, fresh products."

The promotional program includes point-of-sale kits with signage and recipe cards. An accompanying consumer recipe contest is intended to draw more attention to the promotion. Entries must include Haas avocados and a "Melissa's" brand Hispanic item. Melissa's executive chefs will judge the entree recipes, and winners will receive a copy of Melissa's Great Book of Produce and six pounds of Haas avocados.

"The project also includes a retail display contest," said Mr. Schueller. "All 2,500 retailers who display the kit materials are eligible to enter by submitting a photo of their display. Every entry receives a Hass avocado carabiner compass key chain as a gift just for entering, and contest winners will receive $100 gift certificate cards from the Hass Avocado Board."

Mr. Schueller said that the month-long campaign is intended to bring value to retailers that specialize in Hispanic products.

"Retailers will see sales and profits increase during the promotion, which will help to build the Hispanic category within the stores," he said. "Consumers support retailers who support their culture, and this campaign will help to enhance the image of the stores."

Hispanic Heritage Month was officially proclaimed by President Bush to celebrate the anniversary of independence for Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. Mexico declared its independence on Sept. 16, and Chile's independence anniversary is Sept. 18. Today, the proclamation includes all Spanish-speaking people in the United States of any race and who have Spanish, Hispanic or Latino origin.

Melissa's was founded on specialty Hispanic food products and continues to expand its immense line of fresh produce and grocery items from around the world.

The Hass Avocado Board represents nearly 20,000 producers and 100 importers from California, Chile, Mexico, New Zealand and the Dominican Republic.