Steady flow of Chilean Hass avocados signifies healthy retail opportunities
Steady flow of Chilean Hass avocados signifies healthy retail opportunities
This year's Chilean Hass avocado season is in full swing with a crop expected to provide the retail community with a consistent supply of fruit supported by an aggressive communications campaign.
Between 265 million and 290 million pounds of Hass avocados will be shipped to the United States from Chile this season. Because the timing of the crop shifted later this year, more fruit than expected will be available toward the end of the season, providing a strong handoff from Chilean to California- grown fruit in late winter 2007. The Chilean crop will provide a larger percentage of medium and smaller sizes this year, increasing the value- promotion potential for retailers.
Committed to showcasing the many ways to use and enjoy Hass avocados during fall and winter, the Chilean Avocado Importers Association will be continuing its $5 million marketing campaign to support avocado sales throughout the holiday season and into late winter. The marketing campaign features in-store merchandising, the Simply Sensational TV advertising campaign and public relations efforts.
"This season is the start of something exciting and new for the Chilean Hass avocado industry," Jorge Covarrubias, chairman of the Chilean Avocado Importers Association, said in a press release. "We are funding and fielding an unprecedented promotional campaign this year designed to engage, excite and entice the consumer to incorporate Hass avocados into their fall and winter culinary routine and to transform months traditionally associated with slower avocado sales into months filled with substantial sales volume."
Since October, the marketing campaign has showcased the taste appeal and versatility of Chilean Hass avocados. It has debuted Chilean Hass avocados on television in key markets for the first time in addition to a robust on-line campaign. This television support as well as in-store radio spots at selected chains around the country will continue through the month of January.
The public relations program is dedicated to providing tips, recipes and usage suggestions for consumers in December as they gear up for the holiday season and in the new year when they are looking for healthy options. Building upon the success generated in September and October through a partnership with the Los Angeles Dodgers of Major League Baseball and a multi-market chef tour, the public relations program will now provide consumers with ideas for the holidays through a series of holiday television appearances and in-market and on-line holiday demonstrations and tips.
In the new year, the campaign will focus on health, romance and great taste. The CAIA merchandising team will continue to work with the retail community to share recipes, point-of-sale materials and programming ideas for the 2006-07 season, all with the goal of moving fruit and boosting sales. All market-proven materials have been incorporated into the Chilean Hass avocado-specific web site, www.chileanavocados.org, to provide consumers and retailers with easy access.
Avocado consumption is increasing at a faster rate than other produce items. For example, the per-capita consumption of avocados in the United States has increased 7.2 percent annually since 1990, which exceeds the average consumption growth rates for other fresh fruits. Phil Henry, vice chairman of the Chilean Avocado Importers Association, said in the release, "Research confirms that avocado consumption is increasing across the country, and much of this is attributed to the consistent quality of available fruit and the on-going comprehensive consumer marketing effort."
Between 265 million and 290 million pounds of Hass avocados will be shipped to the United States from Chile this season. Because the timing of the crop shifted later this year, more fruit than expected will be available toward the end of the season, providing a strong handoff from Chilean to California- grown fruit in late winter 2007. The Chilean crop will provide a larger percentage of medium and smaller sizes this year, increasing the value- promotion potential for retailers.
Committed to showcasing the many ways to use and enjoy Hass avocados during fall and winter, the Chilean Avocado Importers Association will be continuing its $5 million marketing campaign to support avocado sales throughout the holiday season and into late winter. The marketing campaign features in-store merchandising, the Simply Sensational TV advertising campaign and public relations efforts.
"This season is the start of something exciting and new for the Chilean Hass avocado industry," Jorge Covarrubias, chairman of the Chilean Avocado Importers Association, said in a press release. "We are funding and fielding an unprecedented promotional campaign this year designed to engage, excite and entice the consumer to incorporate Hass avocados into their fall and winter culinary routine and to transform months traditionally associated with slower avocado sales into months filled with substantial sales volume."
Since October, the marketing campaign has showcased the taste appeal and versatility of Chilean Hass avocados. It has debuted Chilean Hass avocados on television in key markets for the first time in addition to a robust on-line campaign. This television support as well as in-store radio spots at selected chains around the country will continue through the month of January.
The public relations program is dedicated to providing tips, recipes and usage suggestions for consumers in December as they gear up for the holiday season and in the new year when they are looking for healthy options. Building upon the success generated in September and October through a partnership with the Los Angeles Dodgers of Major League Baseball and a multi-market chef tour, the public relations program will now provide consumers with ideas for the holidays through a series of holiday television appearances and in-market and on-line holiday demonstrations and tips.
In the new year, the campaign will focus on health, romance and great taste. The CAIA merchandising team will continue to work with the retail community to share recipes, point-of-sale materials and programming ideas for the 2006-07 season, all with the goal of moving fruit and boosting sales. All market-proven materials have been incorporated into the Chilean Hass avocado-specific web site, www.chileanavocados.org, to provide consumers and retailers with easy access.
Avocado consumption is increasing at a faster rate than other produce items. For example, the per-capita consumption of avocados in the United States has increased 7.2 percent annually since 1990, which exceeds the average consumption growth rates for other fresh fruits. Phil Henry, vice chairman of the Chilean Avocado Importers Association, said in the release, "Research confirms that avocado consumption is increasing across the country, and much of this is attributed to the consistent quality of available fruit and the on-going comprehensive consumer marketing effort."
