The Peruvian Avocado Commission 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 exporting to the United States, 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.Earlier this year the Peruvian Avocado Commission sponsored free avocado topping in New York City at the New York Mets’ Citi Field in honor of National Hot Dog Day.

“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,” Xavier Equihua, president and chief executive officer of the PAC, said in a press release. “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 was also available in limited quantities and distributed to attendees of the 8th annual World Avocado Congress, held Sept. 13-18 in Lima.

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 public relations 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:

• A kick-off event on board the USS Cole that was captured in a segment that aired on more than 100 television stations across the country and reached millions of viewers.
• Co-sponsorship of the Smithsonian Institute’s 49th Annual Folklife Festival featuring custom dishes from the Peruvian Brothers, culinary duo and operators of one of Washington, DC’s top-rated food trucks, that marked the first time avocados from any country were served on the National Mall.
• A focused media tour in New York City with top London Chef Martin Morales visiting elite culinary and media establishments.
• For the first time in the category, PAC sponsored free avocado topping in New York City at the New York Mets’ Citi Field in honor of National Hot Dog Day.
• Release of video capsules about the perfect growing conditions of Peru, the country’s culturally rich heritage, and the industry’s deep commitment to social responsibility and sustainability.
• A robust sampling program of fresh Avocados from Peru in 1,600 Walmart locations and more than half of the nation’s Costco stores during the summer season. In addition, Costco is currently promoting the PAC e-cookbook via its Facebook page, which has more than 1 million followers.

To bookend the successful 2015 season, the Peruvian Avocado Commission is hosting more than 1,000 international attendees at the eighth annual World Avocado Congress Sept. 13-18 in Lima. 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 also includes research presentations of scientific, marketing and commercial subjects from all parts of the world that influence the future of the industry.

Additionally, PAC will support a brand new pavilion at the Produce Marketing Association Fresh Summit taking place Oct. 22-25 in Atlanta and featuring the first 8x16 jumbotron display in the history of the event.  

The marketing efforts of PAC reflect the organization’s commitment to supplying the United States 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.