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27
Jun

Peruvian Avocados Are Now In Season

Peruvian Avocados Are Now In Season And Bringing Global Influence To The Culinary Stage

World Class Peruvian Chefs and Famed Dutch Food Sculptor Creatively Play with Avocados This Summer

Washington, D.C. June 27, 2016— Peruvian Avocados are known as the “Summer Avocado” due to Peru’s dynamic growing season with fruit in store from June through September. As Avocados from Peru (AFP) begin to appear in grocery stores, lovers of the green superfood might be interested in learning how to better incorporate the delicious fruit in unique and fun every day meals. The Peruvian Avocado Commission (PAC) has engaged several high profile food influencers to share inspiring avocado centric recipes.

“We expect the consumption of avocados to be record breaking this summer,” said Xavier Equihua, CEO and President of PAC. “More and more consumers are becoming aware of the health benefits of avocados as a nutrient-dense superfood with 20 vitamins and minerals, and that they are great addition to all summer menus. Peruvian Hass avocados not only taste amazing, but they are extremely versatile, and can be used in very simple recipes to the more elaborate meals.”

Chef Mitsuharu Tsumura, owner of Maido, named 13th best restaurant in the world by the prestigious San Pellegrino’s “50 Best” list, and Chef Alfredo Aramburu, named one of the “10 best chefs in the world” at the International Cuisine Festival in 2006, have created several new recipes with avocados. These recipes are demonstrated within short video segments showcasing the talents of these renowned chefs, available on the AFP YouTube channel.

Chef Tsumura takes you inside his kitchen at Maido in Lima as he prepares an avocado tofu and octopus sushi that is sure to impress guests. Chef Aramburu of Cala and Popular creates avocado frites to pair with a traditional Peruvian beef dish, Lomo Saltado. Three new video recipes from Chef Ambassador Martin Morales of Ceviche SOHO, Ceviche Old Street, and Andina of London have been added to those he filmed for AFP last year.

Taking a different culinary approach, food influencer Colette Dike of Fooddeco, a Dutch interior designer-turned-food artist, has crafted her favorite food into inspiring works of art. She has produced a series of stunning avocado recipes, “Avocados from Peru in Bloom,” as directed by AFP, the Summer Avocado. She photographs her recipes at Instagram-worthy levels with her avocado rose and ribbon designs that are almost too gorgeous to eat. Dike’s video of avocado roses is available here on YouTube.

“Peruvian Avocados are a great canvas for food art,” explains Dike. “The smooth and creamy texture makes for the perfect palate to capture interesting designs, while the avocado flesh holds its shape superbly.” Fooddeco shots will be used to promote AFP tastings at Walmart throughout the summer.

The Peruvian Avocado Commission will roll out additional new recipes and video segments throughout the summer with these chefs among others. All recipes will be posted on the Avocados from Peru website, along with the PAC social sites such as Facebook and Instagram. Photos and recipes are available on request.

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About the Peruvian Avocado Commission
The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2011 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the U.S. Department of Agriculture.

 

Detailed information regarding these programs will be announced throughout the season. Avocados from Peru will be available in the U.S. through September.
For more information about the PAC please visit www.avocadosfromperu.com or email [email protected].

 

Media Contact:

Emily Nordee, PR Director
Evans Hardy + Young
805-963-5841 x 218
17
Jun

Now in Season, Avocados from Peru Take Unique Approach

A Whopping 100 Million Pounds of Avocados to be Imported into the United States this summer from June to September

Washington D.C., June 14, 2016 — The Peruvian Avocado Commission (PAC) jumpstarted its 2016 season by serving a superfood breakfast to the 2000 men and women of the U.S. Navy and Marine Corps on board the famed USS Bataan Navy ship during Fleet Week (May 25th-31st, 2016) in New York City. Following the success of the USS Bataan event, Avocados from Peru (AFP) is taking a fresh and strikingly visual approach to presenting avocados to consumers and the trade. For example the Summer Avocado will showcase a series of recipes entitled “Avocados from Peru in Bloom” as interpreted by famed Dutch food sculptor Colette Dike of Fooddeco using avocados in the shape of roses and ribbons.

AFP is also launching a series of new video recipes featuring highly influential Peruvian chefs Mitsuharu Tsumura of Maido and Alfredo Aramburu of Cala and Popular of Lima, Peru; and Martin Morales of Ceviche SOHO and Old Street and Andina of London. The video recipes showcase Avocados from Peru in classic and contemporary ways. The whole series of video recipes is now viewable on AFP’s YouTube Channel.

Along with new food photography and captivating video recipes, AFP has released another signature video featuring a vibrant look into the Peruvian landscape, culture and avocado growing process entitled “The Land of Avocados from Peru.” These videos and photos are available on the AFP YouTube Channel here and will be shared on all social media platforms.

In another example of AFP’s unique approach to reaching consumers, this month and in July, AFP is the first in the produce category to advertise in Vogue and Vanity Fair with its “Superfood: Beauty from the Inside” retailer tagged ad.

Building on the success of last year’s campaign, AFP’s 2016 marketing program is designed to whet consumers’ appetites for the nutrient-dense superfood and provide retailers with innovative incentives to feature avocados from Peru in the produce aisle. For example, demos at the largest retailers will make use of simple, nutritious recipes and mouth-watering food photography to inspire consumers to create superfood avocado smoothies, bite-size avocado toast and chocolate avocado mousse right in their own kitchens.

“We expect the U.S. consumption of avocados to continue rising at double digits this year,” said Xavier Equihua, CEO and President of PAC. “Hass avocados taste great and are extremely versatile, they can be used in all kinds of simple to more elaborate recipes and more consumers are becoming aware that avocados are a nutrient-dense superfood. In addition to showcasing the beneficial nutrients that occur naturally in Avocados from Peru, the commission plans to partner with other Peruvian superfoods such as asparagus, blueberries, figs, quinoa and pomegranates to create synergistic promotional opportunities.”

All AFP events and promotions will be supported by an aggressive social media campaign. Facebook, Instagram, Pinterest and Twitter will provide the growing AFP fan base with hundreds of reasons to select Avocados from Peru including new recipes, photographs and opportunities to share cool avo-tips.

AFP’s popular website, which is more engaging and informative than ever, also continues to be constantly updated and refreshed. For example, during the season the website will include:

  • A unique visual approach including increased use of video, which will also be shared on Instagram, and on all social channels.
  • New Fooddeco recipes accompanied by “Avocados from Peru in Bloom” images.
  • AFP YouTube Channel: Introduction of video capsules that creatively and artistically tell the story about AFP from the perfect growing conditions of Peru, to the country’s culturally rich heritage to the industry’s deep commitment to social responsibility and sustainability.
  • A downloadable, free cookbook available on the website and on iBooks that has also been made into a full-color, 148 page book packed with great avocado recipes and descriptions of the incredibly rich history of Peruvian cuisine.
  • AVOMAG: the first in the category online magazine focusing on exciting news from the world of avocados.

ADVERTISING SUPPORT

Radio remains an important advertising channel for AFP. The successful thirty-second spot radio campaign that ran in 24 markets in 2015 will continue in 2016 with expanded reach. The customized attention-grabbing spots promote Peru’s fertile farmland and the fruit’s impressive nutritional profile and will be available to all retailers. In select markets, the spots will be supported with value-added promotions. Popular Internet music streaming service, Pandora, will also run the spots.

To further promote the availability of the summer fruit, these fully customized spots will be recorded by local radio personalities to be aired in their respective markets – increasing flexibility and impact. The spots will promote in-store demos in local markets and any special pricing available in-stores. Consumers in select cities may also see buses wrapped as a larger-than-life full-color billboard featuring the picturesque landscape of Peru and of course, delicious Avocados from Peru.

TRADE SUPPORT

AFP is known for making a splash in trade publications and 2016 won’t disappoint. To kick off the season, several trade publications ran special PAC editions in June.

With increased marketing support and a large volume of fresh avocados imported from Peru, AFP is, once again, offering produce managers a greater variety of tools to merchandise the popular summer fruit.

  • Funding for demos taking place during the summer including the weeks leading up to the Fourth of July and Labor Day. In-store demos for customers are already scheduled throughout the summer at participating locations of Costco, Sam’s Club, and Walmart and are available to all retailers.
  • Co-branded newspaper ads and bus wraps.
  • Bins with bold graphics featuring the signature AFP Machu Picchu brand image.
  • Funding for IRC’s.
  • Bus wraps.
  • Customized content for retailers’ social media. For example, Walmart will offer the cookbook “Cooking with Avocados from Peru” as a free download via social media.

CONSUMER TACTICS

In addition to the trade promotions and support, AFP is launching a robust consumer program as well and highlights include:

  • A re-launch of the digital AFP cookbook. In 2015, AFP created a downloadable free cookbook that is available on the website and on iBooks. AFP took things a step further in 2016 with beautiful printed copies that feature full-color, full-page photographs and mouth-watering recipes designed to promote delicious ways to enjoy avocados from Peru.
  • A value-added-promotion with participating radio stations that invites listeners to enter to win a AFP-catered party for their Summer sports viewing party. Radio hosts will deliver avocado themed food to the winners’ home so they can enjoy it while cheering on their favorite team this summer.

The totality of the 2016 initiatives, which complement each other, will continue to strengthen AFP’s position as the peak summer avocado for consumers and retailers across the country.

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ABOUT THE PERUVIAN AVOCADO COMMISSION

The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2011 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the Federal Promotion Program for Hass Avocados, which is under the oversight of the U.S. Department of Agriculture.

 

Media Contact:

Emily Nordee, PR Director
Evans Hardy + Young
805-963-5841 x 218