Peruvian Hass avocados received official authorization from the U.S. Department of Agriculture on July 22, 2011, to ship Hass avocados to the United States without cold treatment or fumigation. Although it was toward the end of the Peruvian season, exports began immediately and carried on for several weeks.

This year is the first year that Peruvian avocados will be in the U.S. market during the entire season which runs from roughly June to September, and Peru is expected to ship a total of between 50 and 60 million pounds of Hass to the United States during that period, according to the newly created Hass Avocado Commission, headquartered in Washington, DC.

“Peru will play a key role in the U.S. market as the product will be available during the period when U.S. consumption is at its highest — the spring and summer months,” said Phil Potter, executive director, in A large avocado grove in Peru. Photo courtesy of the Peruvian Avocado Commission)a written statement to The Produce News July 25.

“The roll of the commission,” he said in the statement, “is to promote and foment the consumption of Peruvian Hass avocados in the U.S. marketplace,” working hand-in-hand with the group’s membership.

PAC’s primary marketing activities will be radio advertising and billboards during the months of July and August. PAC also has a public relations component “to promote Peruvian Hass avocados with key food publications” and will, in addition, be working with Peruvian Chef Ricardo Zarate of Mochca Restaurant in Los Angeles, who will serve as spokesperson for Peruvian avocados. Mr. Zarate “was named best new chef by Food & Wine and GQ magazines,” Mr. Potter said in the statement.

“We are thrilled to be able to bring high-quality Peruvian Hass avocados to the U.S. during the spring and summer,” said Enrique Camet, PAC chairman and chief executive officer of Agropencuaria Las Lomas de Chilca, in a press release dated July 11.

“We are thrilled to reintroduce to the U.S. avocados from Peru at a time when Pereuvian cuisine is gaining popularity,” said Bruce Dowhan, PAC vice chairman and general manager of Giumarra Agricom International, in the release. “This season, we’re excited to launch the ‘Monumental Taste’ campaign which conveys the unique heritage of Peru while leveraging the growing popularity of Peruvian cuisine in the U.S. through an integrated marketing campaign.”

That campaign “is designed to raise consume awareness and support the Peruvian avocados at retail via a robust media buy that includes billboards near retail outlets, radio, and in-store signage,” the release stated.

An earlier release, dated June 13, noted that the media buy will focus on the “key markets” of New York, Philadelphia, Chicago, Los Angeles, San Diego and Sacramento. It is “intended to put a solid foundation in place for enhanced efforts in the following years.”

The campaign “also includes the launch of a website.” avocadosfromperu.com, “filled with dozens of recipes showcasing the versatility of Avocados from Peru” and featuring a nutrition section “to remind consumers about the many health benefits of avocados,” according to the June release. “Public relations efforts include … a New York City event at a Peruvian restaurant and hot spot, La Mar, to introduce Peruvian avocados to influential food writers and bloggers” as well as an outreach to food media across the country.