Los Angeles, CA – Building on the momentum of its strong Spring campaign launch, Avocados from Mexico has increased projected volume estimates for Cinco de Mayo and into early Summer to support growing market demand. According to industry data, total avocado consumption in the U.S. reached a record 1.5 billion pounds in 2012 and is expected to further increase in 2013. The projected volume increase of 12% from Avocados from Mexico for the April – June 2013 time period will enable retailers and foodservice operators to continue to actively promote the fruit and drive growth.
“Avocados from Mexico has been fueling strong, steady demand with promotable volumes of quality fruit and powerful marketing initiatives,” said Eduardo Serena, APEAM Marketing Director. “As the category leader, we are committed to providing the market with consistent, reliable volume to grow on.”
The Avocados from Mexico marketing programs are continuing to drive demand and increase purchase frequency through a robust advertising campaign that resumed April 22nd and continues through Cinco de Mayo. The Spring campaign kicked off with a Breakfast initiative that generated record levels of consumer engagement with online and mobile advertising and over 65,000 sweepstakes entries, the highest number received by the brand to date. Avocados from Mexico is now gearing up for the popular Cinco de Mayo holiday, the second largest consumption day of the year for avocados.
Spicing Things Up for Cinco de Mayo
Thousands of stores are expected to feature secondary displays, POS materials and promotional offers for Avocados from Mexico in support of Cinco de Mayo. Special emphasis is being placed on the Hispanic Market with a retail program featuring the highly popular Chef Pepin in merchandising materials and in-store giveaways. The program is also supported by radio DJ endorsements in key markets and live radio remotes at select retail locations.
Make BBQ’s Better with Chef Rick Bayless and Avocados from Mexico
Support will remain strong through the summer with a special partnership starting in June with acclaimed Celebrity Chef Rick Bayless. The “Make BBQ Better” promotion will include signature grilling recipes from Chef Bayless, advertising on his popular television program, “Mexico: One Plate at a Time,” POS support, a national consumer sweepstakes with themed prizes, extensive media outreach and social media engagement. Retailers can expect more updates on this exciting program soon.
About Avocados from Mexico
Avocados from Mexico is the world’s largest producer and the top provider of avocados in the United States and the rest of the world. Carefully cultivated and perfected over generations in the land where avocados originated, they’re grown in the unique climate and rich volcanic soil of Mexico. Available year-round in a variety of grades, sizes and weights, Avocados from Mexico are naturally creamy and nutritious with a consistently rich, authentic flavor.
About APEAM
APEAM is a nonprofit organization founded in 1997 to represent the Hass avocado industry from the Mexican state of Michoacán in its export program for the brand Avocados from Mexico, to the U.S. The Avocado Producers and Exporting Packers Association of Mexico (APEAM) is dedicated to developing and implementing stringent quality measures to ensure the production of the finest avocados available anywhere, worldwide. APEAM currently represents more than 10,000 growers and 37 packing houses.
Source: Avocado Producers and Exporting Packers Association of Mexico (APEAM)
