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01
Jun

Peruvian Avocado Commission Kicks Off 2015 Season with Monumental Marketing Campaign

Peruvian Avocado Commission kicks off 2015 season with monumental marketing campaign and a salute to the men and women of the historic U.S.S. Cole.

A RECORD 150 POUND OF AVOCADOS TO BE IMPORTED INTO THE UNITED STATES THIS SUMMER.

Washington D.C., June 1, 2015 — The Peruvian Avocado Commission (PAC) kicked off the 2015 season by serving a super food breakfast to the men and women on board the famed USS Cole Navy ship during Fleet Week in Ft. Lauderdale, Fla. This salute-the-troops event was a first in the history of the avocado category and jump starts a powerful five-month long marketing campaign that includes high-profile events and sponsorships, increased trade and consumer advertising, an expanded menu of retailer support programs and more opportunities to engage directly with consumers through social media initiatives.

Avocados from Peru (AFP) are the only avocados that will be at the peak of their season this summer, and a record 150 million pounds of AFP are projected to be imported into the United States between May and September.

“In the past three years, Avocados from Peru exports to the United States have tripled from 50 million to 150 million pounds making Peru one of the largest suppliers of avocados during the summer months,” stated Enrique Camet, PAC Board Chairman, “This growth is especially significant because the Avocados from Peru season is much shorter than any other major avocado growing region in the world.  Additionally, Peru is also a consistent supplier of large size fruit because of its climate conditions.”

Building on the success of last year’s campaign, AFP’s 2015 marketing program is designed to whet consumer’s appetites for the nutrient-dense super food and provide retailers with innovative incentives to prominently showcase AFP in the produce aisle.  “The 2015 campaign involves a variety of events and promotions similar to the breakfast served to the sailors on board the USS Cole that are firsts for the avocado category,” explained Xavier Equihua, President and Chief Executive Officer, PAC. “We want to reach consumers through a variety of media channels, constantly reminding them to make Avocados from Peru a part of their daily diet.”

The breakfast event on board the USS Cole will be featured as a special July 4th segment on the nationally syndicated Mr. Food Test Kitchen show on July 1.  The segment will air on more than 100 television stations across the country and reach millions of viewers.

Leading up to the July 4th holiday, one of the highest avocado consumption periods during the year, AFP will host a series of high-profile media events on the east coast.  Internationally renowned chef, Martin Morales, the author of the award-winning cookbook Ceviche: Peruvian Kitchen, which was awarded the London Sunday Times Cookbook of the Year, and the founder and Managing Director of Ceviche Soho, Old Street, and Andina, three of London’s best new restaurants, will help generate excitement for AFP in New York City to help ramp up the season.  Chef Morales will act as the global ambassador for AFP at the Fancy Food Show; host a private dinner at the Peruvian Ambassador to the United Nation’s residence for top media and key customers; be featured as a guest chef at the renowned James Beard Foundation House, and conduct a special cooking demo at Condé Nast – the prominent media company and producer of high quality content.

In mid-June, the 48th Annual Smithsonian Folklife Festival in Washington D.C. will be co-sponsored by the Republic of Peru’s Ministry of Foreign Trade and Tourism. During the two-week long festival, which is expected to attract up to 1.1 million visitors, AFP will partner with the popular Peruvian Brothers, one of the official food suppliers of the event. Throughout the summer the Peruvian Brothers’ food trucks will be wrapped in beautiful images of Peru and fresh, ripe avocados and they’ve added AFP’s signature Quinoa and Avocado Salad to the menu. The event allows AFP to honor the U.S. at one of the largest events in the country.

All AFP events and promotions will be supported by an aggressive social media campaign. Contests, promotions, partnerships with high-profile bloggers and live chats will engage consumers and encourage them to try the fruit in new and different ways. Facebook, Instagram, Pinterest and Twitter will provide the growing AFP fan base with hundreds of reasons to select AFP, including new recipes and photographs and opportunities to share cool avo-tips.  Consumers will also have a chance to enter the “Summer Avocados Sweepstakes” and win a once-in-a-lifetime trip to Peru.

AFP’s popular website, which is more engaging and informative than ever, is designed to incentivize consumers to add more avocados to their diet:

  • Unique visual approach, a first in the category, including increased use of video, which will also be shared on Instagram, Vine and on all social channels.
  • New photos of mouth-watering dishes and pictures of life in Peru.
  • 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.
  • Promotion section on the homepage that highlights AFP social media initiatives, videos and special topics.
  • A downloadable free cookbook available on the website and on iBooks, promoted with a dramatic ‘movie-trailer’ style video on all AFP’s social channels.
  • AVOMAG: the launch of 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 2014 will continue in 2015 with expanded reach and also air in select Spanish-language markets. The customized attention-grabbing spots that promote Peru’s fertile farmland and the fruit’s impressive nutritional profile will be available to all retailers in both English and Spanish.  In select markets the spots will be supported with value-added promotions.  Popular Internet music streaming service, Pandora, will run the spots.

To further promote the availability of the summer fruit, consumers in Washington, D.C., Philadelphia, Boston and visitors to the Aspen Food & Wine Classic may see their city buses wrapped as a larger-than-life full-color billboard featuring the picturesque landscape of Peru and of course, delicious Avocados from Peru.

AFP is known for making a splash in trade publications and 2015 won’t disappoint. To kick off the season, several trade publications will run special AFP editions in June. Print and online advertising has expanded to include several more media vehicles and the number of insertions will increase.

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

  • Co-branded newspaper ads and bus wraps.
  • Bins with bold graphics featuring the signature AFP Machu Picchu brand image.
  • New RPC wraps with a joint “Monumental Flavor” and “Summer Avocado” slogans and new recipe ideas that go beyond guacamole.
  • Sesame Street “Eat Brighter” Campaign bins for retailers wanting to reach a younger demographic.
  • Branded PLU stickers and mesh bags.
  • Funding for IRC’s.
  • Funding for demos taking place during the summer including the weeks leading up to the Fourth of July and Labor Day.
  • New content for social media.

AFP will be engaging food service operators for the first time through a unique summer promotion with Restaurant Associates, one of the nation’s premier hospitality companies, operating over 100 prestigious locations on the East Coast and beyond.  During July and August, all Restaurant Associates’ high profile corporate locations such as New York Times, Morgan Stanley, HBO, and the NBA, will feature fresh menu offerings from AFP.  Restaurant Associates chefs will be encouraged to create innovative avocado-centric recipes during the promotion along with showcasing specialty Avocados from Peru recipes. Each corporate location will receive AFP signage, recipe cards, nutritional information and colorful posters.

The totality of all the 2015 initiatives, each complementing each other, will continue to strengthen AFP’s position as the peak summer avocado for consumers and retailers across the country.

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.

For more information about the PAC please visit www.avocadosfromperu.com or email [email protected].

Contact:
Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]

15
Oct

Avocados from Peru Closes Out Monumental Season

Washington D.C., October 15, 2014 — As the Peruvian Avocado Commission (PAC) closes out a monumental 2014 season, it’s not resting on its laurels. The second largest avocado importer in the United States is preparing for 2015, which is projected to be its biggest year ever in terms of amount of fruit imported. More customized retailer programs, impactful new advertising, attention-generating public relations campaigns, and a solid social media program are under development and will be ready to launch when the first fruit arrives next spring.

“The United States is an extremely important market for Avocados from Peru,” explained Enrique Camet, Board Chairman of PAC. “High quality, large fruit, motivated retailers, and a strong, strategic marketing program all contributed to establishing Avocados from Peru as the second largest importer of avocados in the United States.”

PAC’s 2014 marketing program had two primary goals – build long-term retailer support and make consumers aware that Avocados from Peru are available all summer long.

“We had four short months to sell 145 million pounds of avocados,” stated Xavier Equihua, Chief Executive Officer of PAC. “We did just that working side-by-side with our retail partners to develop tailored programs and by implementing engaging public relations and social media programs that provided consumers with many compelling reasons to eat more avocados.”

Highlights of the 2014 season include:

  • Tailored Retail Partner Programs – PAC supported its retail partners with a menu of marketing opportunities including:
    • Unique to the category radio advertising campaign that integrated the retailer directly into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, short, five-second spots included retailer names whenever possible and on-air promotions were created for stations expressing interest.
    • New, eye-catching Point-of-Sale materials including bins and reusable plastic crate wraps were available.
    • Impactful trade advertising that ran all season long in print and digital publications.
    • Support for in-store demos.
  • Refreshed Website – To support its biggest season ever, PAC refreshed its website – www.avocadosfromperu.com – and added cutting edge technology that was new to the avocado category.
  • Social Media – PAC Firmly established itself in cyberspace by creating FacebookInstagram, and Pinterest accounts. Specific promotions were created for each of these channels to encourage followers and promote engagement.

All the programs executed in 2014 have helped strengthen the foundation for the future of Avocados from Peru in the United States. The 2015 marketing program will build on the successes of this first milestone year and will set new precedents for the avocado category. Look for more co-branded POS displays and in-store demos, enhanced consumer promotions, expanded radio support and promotions, new social media initiatives, continued website growth, expansion into more Latino markets, and bigger shipments to more markets to meet growing consumer demand.

 

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.

For more information about the PAC please visit www.avocadosfromperu.com or email [email protected].

 

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]
30
Sep

Avocados from Peru Rounds Out Season with Robust Recipe Collection

Washington D.C., September 30, 2014 — The end of the Avocados from Peru season is fast approaching, but the website will remain an active resource for folks who cannot resist the silky fruit from Peru. Visit Avocados from Peru’s ever expanding and engaging website – www.avocadosfromperu.com – for a plethora of unique recipes that use avocados in new and delicious ways.

“Our recipes represent a sampling of flavors from around the world. Sourced from well-known chefs like Ricardo Zarate of Los Angeles, CA and Martin Morales of London, UK, to popular food bloggers and contest winners, our recipes reflect Americans’ growing taste for fresh avocados and recipes that go above and beyond the tried and true guacamole,” explained Xavier Equihua, Chief Executive Officer of the Peruvian Avocado Commission.

The recipes, located on PAC’s uniquely designed website, visually burst before your eyes introducing visitors to a new taste experience. All who visit the website are able to view the recipes in a cookbook-style format, a feature novel to the avocado industry.

“We want consumers to know that avocados can be paired with just about any food and prepared a thousand different ways,” continued Equihua. “Beautiful photography housed in an easy-to-use format make the recipes even more enticing.”

The recipes featured are as varied as their sources and span all day parts, encouraging avocado lovers to incorporate the nutrient-dense fruit into their breakfast, lunch, dinner or afternoon snack.

Recipe Contest

PAC recently sponsored a month-long recipe contest on the James Beard award-winning website, Food 52Avocado Sea Salt Shake was a favorite among the site’s food-focused membership. This unique recipe features avocados in a totally new and delicious light.

Avocado Sea Salt Shake

Serves: 2

Ingredients:

– 1 1/2 small Hass avocados, or 1 large

– 1 tablespoon lemon or lime juice

– 1 cup coconut ice cream

– 3/4 to 1 cups milk (or coconut milk beverage)

– 1/4 to 1/2 teaspoon salt

– Simple syrup or agave to taste

Directions: 

1. Cut avocado(s) in half and remove the pit.

2. Scoop the meat into a blender.

3. Add the lemon juice, ice cream, milk, and salt.

4. Blend until smooth. Taste, add more salt or sweetener, and briefly blend.

5. Divide into 2 glasses, sprinkle with a tiny pinch of salt, place a straw in each glass, and serve.

 

Celebrity Chefs

One of the greatest features of PAC’s website is its unique collection of recipes, which are amassed from a variety of sources. Award-winning Peruvian chef, Ricardo Zarate, owner of four restaurants in the greater Los Angeles area, Mo-Chica, Picca, Paiche, and Blue Tavern, has three recipes using the fruit from his homeland prominently featured on PAC’s new website.

Chef Martin Morales is the owner of the popular restaurant Ceviche, located in London’s chic SOHO neighborhood, and Andina, in London’s city center. His Ensalada de Quinoa features thinly sliced avocados topped with a flavorful quinoa salad mixed with cilantro, limo chile, and diced tomatoes and onion. It’s easy to make, delicious, and is certain to be bookmarked as a favorite.

mmorales

Peruvian chef Martin Morales, who owns two restaurants in London, Andina and Ceviche, adds Avocados from Peru to his menus as soon as the fruit is available.

Bloggers

Popular blogger, Marla Meridith of Family Fresh Cooking, who boasts over 131,000 Facebook followers (and over 594,000 Pinterest followers), has been a champion of Avocados from Peru all summer long. Avocado recipes she created in her kitchen were prominently posted on all her social media sites and seen by hundreds of thousands of people actively looking for fresh, nutritious dishes to feed their families. In addition to creating recipes that nourish your body, she demonstrated a different use for avocados — a facial mask that nourishes your body from the outside!

Recipes

Other popular recipes featured on PAC’s website include Chupe de Camarones, which is also one of the most “liked” recipes on the Avocados from Peru Facebook page. This hearty soup skillfully blends the distinct flavors of coconut and pumpkin with the textures of potatoes and corn to create a satisfying appetizer or filling lunch. Another gem is Gnocchi with Hass Avocado Pesto, an excellent choice for a Meatless Monday!

Visit the site often for new recipes, tips, and news of Avocados from Peru’s arrival in 2015.

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.

For more information about the PAC please visit www.avocadosfromperu.com or email [email protected].

 

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]
03
Sep

Social Media Programs Engage and Reward Consumers While Building Awareness of Avocados from Peru

September 2, 2014, Washington, D.C. – Complementing its retail campaign strategy, the Peruvian Avocado Commission (PAC) is leveraging social media channels to engage consumers, strengthen brand awareness, and drive purchase of Avocados from Peru during the summer season. Interactive Pinterest parties, Instagram sweepstakes, and recipe contests with plenty of chances to win cash and prizes, provide audiences with many reasons to serve avocados to their family and friends.

“We knew that in order to establish Avocados from Peru as a solid, premium brand that’s firmly planted in the United States, the information we provide on the Internet has to be smart, relevant, and engaging,” explained Xavier Equihua, Chief Executive Officer, PAC. “Whether it be a new recipe from Peruvian chef,Ricardo Zarate, a helpful avocado tip, or a compelling image of Peruvian culture, the content on PAC’s Instagram, Facebook, and Pinterest pages is developed to appeal to a wide range of consumers who have one common interest: they all love avocados. Cross-promoting with retail partners and radio stations as well as engaging influential bloggers have also helped us build a community of loyal avocado fans in a very short period of time.”

In less than two months since its establishment, PAC’s Facebook page has gained more than 29,000 “Likes,”and it’s still growing strong. Fueling the growth is a modest ad buy and compelling content – news of contests, sweepstakes, helpful tips, unique recipes, and beautiful photography. A recent “pinning party” on Pinterest, Last Days of Summer, was hosted by well-known blogger Coryanne Etienne of the blog Kitchen Living with Coryanne. The party generated 8,000 followers and 100+ entries to the giveaways, all in under an hour.

Earlier in the season on Instagram, 10 lucky avocado fans each won $100 cash for submitting a photo of their favorite way to enjoy Avocados from Peru. Hundreds of entries were received. PAC also hosted an exclusive recipe contest on the James Beard award-winning website, Food52. More than 200 entries were received and the recipe Green Goddess Chicken Sandwiches, which is featured on avocadosfromperu.com, won first place.

Even though the Avocados from Peru season is coming to a close, its social channels will continue to be updated with new recipes and plenty of news nuggets to ensure that the brand stays top-of-mind during the off-season.

 

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.

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].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625

14
Aug

Avocados from Peru Plants Itself as a Permanent Player in the U.S. Market

IMPACTFUL RETAIL-FOCUSED RADIO CAMPAIGNS ARE FIRST FOR THE AVOCADO CATEGORY

Washington D.C., August 13, 2014 — This summer, the Peruvian Avocado Commission (PAC) launched its first multi-faceted marketing program and its unique radio strategy is proving itself on every level. The first of its kind national summer radio campaign, and more importantly, the value-added promotions, were strategically designed to fulfill retailers’ needs and drive consumer purchase.

The 10-week long radio campaign kicked off in late June and has been gaining momentum since the first round of spots aired in the northeast supporting top retailers across the country.

“The availability of high quality fruit and the uniqueness of the radio spots that incorporate retail partners’ brands coupled with tailor-made promotional opportunities is novel for the industry,” explained Xavier Equihua, Chief Executive Officer, PAC. “Radio buys were initially scheduled in 17 markets, including the popular internet radio, Pandora. Within days of the launch, the campaign expanded to 25 markets across the country in great part because of the innovative radio spots that we are providing our retail partners.”

Unlike most radio scripts that offer a retailer tag at the end, the PAC commercials integrate the retailer into the script, strengthening the importance of the partnership and underscoring the availability of the fruit. Additionally, short, five-second spots call out retailer names whenever possible. This unusual but extremely valuable type of advertising is unique for the category.

More than 120 stations are airing over 25,000 Avocados from Peru spots. Each station recorded the script using a voiceover best suited for its audience, often from their well-recognized deejay. Additionally, upon request from the retailers, PAC has tailored scripts to support limited time, in-store promotions, such as “Five Avocados for Five Dollars.”

“PAC’s radio campaign has exceeded all expectations because it is extremely innovative for the avocado category,” continued Equihua. “We promised retailers unprecedented marketing support and we delivered that promise. For the last two months we have worked side-by-side with our retail partners offering them the tools they need to assist them in selling the biggest crop of Avocados from Peru ever available in the United States.”

“Demand for fresh avocados in the United States is increasing approximately 10% every year and Peru is poised to meet this growing consumer demand, as we are demonstrating this summer” added PAC Board Chairman Enrique Camet. “Right now, PAC is the only group heavily promoting avocados at a national level during the summer months of June, July, and August. Such months are the peak period for avocado consumption and not only are we providing large, quality fruit, we are providing many incentives for consumers to purchase the fruit and enjoy it in unique ways.”

PAC’s radio program goes well beyond traditional ad buys to deliver its message. On-air radio station promotions are creating consumer interaction in 17 key markets.

ON-AIR DEMOS
Several radio stations, including two in San Diego and Chicago, have requested on-air demos where deejays sample dishes made with Avocados from Peru and share key messages provided by PAC while on the air. Listeners are directed to www.avocadosfromperu.com for the recipes.

RECIPE CONTESTS
To drive purchase and encourage consumption, several stations are asking their listeners to send in their favorite avocado recipes. With chances to win gift cards to local retailers, this tactic has proven to be a huge success in markets such as New York, Philadelphia, and Baltimore.

PRIZE PACKAGES
For stations such as KRTH in Los Angeles that want to drive listeners to their websites, PAC created an Avocados from Peru Color Kitchen Makeover with a prize package consisting of an avocado green Kitchen Aid mixer, oven mitts, wall clock, and two gallons of avocado green paint. Listeners can log on to the station’s website and enter for a chance to win.

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.

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].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625

11
Jul

Avocados from Peru Makes Monumental Debut at the 2014 Food & Wine Classic in Aspen

AWARD-WINNING CHEF IMPRESSED ATTENDEES WITH A SHOWCASE OF PERU’S SUMMER FRUIT IN “THE AVOCADOS FROM PERU PROJECT”

Washington D.C., July 11, 2014 — Avocados from Peru made its first-ever appearance at the recent Food & Wine Classic in Aspen June 19-22, where the world’s most influential chefs, sommeliers, culinary innovators and foodies gather each year. Avocados from Peru painted the town “green” with a larger-than-life full-color rolling billboard playfully positioned on a luxury liner bus, reminding event guests that Peru’s summer fruit is now in peak season and available across the United States.

“This prestigious event was the perfect atmosphere to launch our summer programming, and was the first time any avocado commission has utilized a 45-foot bus at this event to showcase their brand,” said Xavier Equihua, CEO of the Peruvian Avocado Commission (PAC). “We look forward to participating at the Classic again next year in an even a bigger format!”

In addition to the mobile billboard, Avocados from Peru, in association with the Peru Trade Commission, hosted “The Avocados from Peru Project,” a culinary demonstration at the Grand Tasting led by renowned Los Angeles-based Chef Ricardo Zarate of Peruvian restaurants Picca, Mo-Chica and Paiche. Chef Zarate, the recipient of the Food & Wine 2011 “Best New Chef” award, prepared several signature dishes featuring Avocados from Peru, including Avocado Pan Con Tuna, Tacu Tacu Avocado Nigiri, and Avocado and Sea Urchin Omelet Croquette. Chef Zarate also concocted an avocado cocktail for the event, a rum-based drink with agave nectar, lime juice and the special ingredient, Avocados from Peru.

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.

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].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625

20
Jun

Avocados from Peru Celebrates 4th of July with Monumental Marketing Blitz

Washington D.C., June 20, 2014 — The summer’s most celebrated holiday is getting a monumental salute from the Peruvian Avocado Commission (PAC). A line up of in-store demos, tagged radio spots, and trade advertising will help drive sales of Peru’s largest export ever to the United States.

“We want to make sure that both retailers and consumers are aware of the availability of Avocados from Peru during the peak summer season and especially over the July 4th weekend,” explained Enrique Camet, PAC Board Chairman.

“Our holiday marketing blitz uses compelling imagery of Peru to create a distinctive platform for the brand,” added Xavier Equihua, Chief Executive Officer PAC. “Eye-catching bins, RPC wraps, and in-store demos have been designed to capture the customers’ attention and encourage them to purchase this superfood, Avocados from Peru.”

The line up of retail support includes:

  • In-Store Demos – To whet people’s appetites for one of Peru’s most popular fruits, more than 380 Walmart stores in key markets throughout the country will host in-store demos between June 26 and June 29. Samplers will prepare and serve the famous Avo Dog, a hotdog topped with delicious Avocados from Peru recipe. Walmart will post news of the demos on their Facebook pages.
  • Tagged Radio Spots – Beginning June 23 through July 4th, thirty-second radio spots with custom retailer tags will begin airing in 18 markets around the country via local stations and Pandora Internet Radio. A robust radio program inclusive of the same number of cities will continue through the rest of the summer season.
  • Trade Radio Spots – A full-page ad will run in key trade publications reminding retailers to lock in their delivery and promotion schedules, Additionally, it toplines PAC’s 2014 marketing program.
  • Social Media – Posts on Avocados from Peru’s Pinterest, Instagram and Facebook pages will provide consumers with many compelling reasons to stock up on and enjoy Avocados from Peru over the holiday weekend.

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.

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].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625

02
Jun

Avocados From Peru Launches Monumental Summer Campaign

INTEGRATED MARKETING PROGRAM SUPPORTS RECORD EXPORTS TO THE U.S.

Washington D.C., June 2, 2014 – The Peruvian Avocado Commission (PAC) has recently launched an unprecedented combination of trade and consumer marketing programs to support the largest Peruvian avocado crop ever exported to the United States. Over 130 million pounds of Avocados from Peru are projected to arrive in the U.S. during the summer months of June to September – an increase of 120% over 2013.

According to PAC Board Chairman Enrique Camet, “Peru is the leading supplier of avocados in Europe. The U.S. is an equally important market for Peru, and this year’s crop marks the beginning of a much larger long-term presence for Peru in the U.S.”

“Demand for avocados is at its peak during the summer, and we want retailers and consumers to know that this nutritious “superfood” is in stores and ready to enjoy.” continued Camet.

PAC is the first and only avocado organization under the Federal promotion program for Hass avocados to receive permission from the USDA to use the term “Superfood Nutrition” in its marketing materials. Superfoods like Avocados from Peru are nutritionally dense, provide 20 vitamins, minerals and other important nutrients, and are cholesterol-free,” explained Bruce Dowhan, PAC’s Vice Chairman.

To support this year’s record crop, Avocados from Peru will be launching their first integrated, national marketing campaign. “The campaign is also designed to create a new type of media experience for the avocado category,” explained Xavier Equihua, Chief Executive Officer. “As the demand for avocados increases in the U.S., we want to make sure consumers choose Avocados from Peru.”

The retail-driven marketing program, which rolls out in early June, consists of:

GLOBAL BRANDING PLATFORM – A FIRST IN THE CATEGORY
Taking a cue from leading global brands, Peru has established a uniform brand image and messaging platform that will first be introduced in the U.S. and then rolled out in Europe and Asia. The brand platform includes a modified slogan, “Monumental Flavor,” and consistent brand imagery in its new global website, advertising and POS materials. Key branding elements have already been translated for use in Peru, the United Kingdom, Spain, France and Germany.

EXCITING AND INFORMATIVE WEBSITE
To support its biggest season ever, PAC completely redesigned its website, AvocadosfromPeru.com, to become the “go to” site for everything avocado related. Features include:

  • A contemporary interactive “long scroll” design that captures the flavors and rich cultural heritage of Peru as well as their modern growing practices.
  • Mobile-ready access, a responsive design that automatically adjusts to the screen size on smartphones and tablets.
  • Dedicated Retailer section with valuable merchandising information and a menu of customized marketing tactics.
  • Consumer-focused sections that feature nutrition information, delicious recipes and beautiful photography.

NEW RADIO AND ONLINE COMMERICALS
Beginning mid-June through September, radio spots will run in key markets in the Northeast and in several Western regions. The 30-second spots promote Peru’s fertile farmland and the fruit’s impressive nutritional profile. Radio commercials and custom banners will also air online via the Pandora streaming music service. Several retailers will be tagged and in-store demos will be added as appropriate.

DRAMATIC OUTDOOR BILLBOARDS
New billboards featuring dramatic photography of Machu Picchu alongside bold photos of Peruvian Avocados are available in key markets to support retailers throughout Peru’s season.

MULTI-CHANNEL SOCIAL MEDIA ENGAGEMENT
Consumer engagement will be driven by several unique social media events that will take place throughout the summer months. Popular food blogger ambassadors will help increase “likes” and followers on Facebook, Instagram, and Pinterest by creating and posting new recipes and photographs, sharing cool avo-tips, announcing contests, and in some instances, giving away cash prizes.

THE MOST MONUMENTAL AVOCADO RECIPE CONTEST
Consumers across the country will have a chance to share their favorite avocado recipe and win cash prizes in the first Avocados From Peru Monumental Recipe Contest. The contest, which will be coordinated through Food 52 www.food52.com, will encourage the popular website’s devoted foodies from across the country to submit mouth-watering recipes that showcase the versatility, buttery texture and distinct flavor of avocados.

BEAUTIFUL POS DISPLAYS
New, eye-catching Point-of-Sale materials including bins and reusable plastic crate wraps are available to all retailers. Retailers hosting in-store demos have the option to add customized demo skirts, banners, recipe tear pads, and aprons.

TRADE ADVERTISING
To help keep the trade informed as the season progresses, print and online advertising will appear in various industry media outlets. The campaign will include special full-page front and back covers for key trade publications – another first for the avocado category.

Detailed information regarding these programs will be announced throughout the season.

Avocados from Peru will be available in the U.S. through September.

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.

For more information about the PAC please visit avocadosfromperu.com or email [email protected].

Contact:
Sue Kennedy
EvansHardy+Young
829 De La Vina St.
Santa Barbara, CA 93101
302-547-3625

13
Jul

Peruvian Avocados Return to the United States

Advertising and Retail Promotions to Support “Monumental Taste” Marketing Campaign

WASHINGTON, D.C., June 13, 2013 – Big, delicious Avocados from Peru are returning to the United States this June through September.
To celebrate, the Peruvian Avocado Commission is launching an inaugural marketing campaign this summer to commemorate the Peruvian avocado season.

As demand for avocados continue to rise to an expected record in 2013 of 1.7 million pounds, timing is right for ripe Avocados from Peru to be in the market during the spring and summer months – a period when consumption for avocados in the United States is at its highest.

“We are thrilled to be able to bring high-quality Peruvian avocados to the United States during the highest period of avocado consumption,” said Peruvian Avocado Commission Chairman and CEO of Agropecuaria Las Lomas de Chilca, Enrique Camet. “Avocados from Peru will complement the California avocado season, allowing the avocado industry to finally keep up with the demands of consumers for more Hass avocados.”

Once again the campaign, themed “Monumental Taste,” will convey the unique heritage of Peru while leveraging the growing popularity of Peruvian cuisine in the United States.

The integrated marketing effort is designed to raise consumer awareness and support the product at retail via a robust media buy that includes mobile billboards near retail outlets, radio, in-store signage and store demos. This year’s effort will focus on key markets including New York, Philadelphia, Baltimore and Boston and is intended to put a solid foundation in place for enhanced efforts in the following years.

“We’re delighted with the ‘Monumental Taste’ campaign theme and creative. It’s a very exciting time for the Peruvian avocado industry,” said Peruvian Avocado Commission Vice Chairman and General Manager of GiumarraInternational, Bruce Dowhan.

Avocados from Peru are available June through September. Advertising and retailer efforts will have a heavy emphasis in July and August.

About the Peruvian Avocado Commission: The Peruvian Avocado Commission was established in 2011 to increase demand for Avocados from Peru through advertising and retail promotions. Avocados from Peru are available in the U.S. from June – September. For more information, visit www.avocadosfromperu.com. “We are thrilled to be able to bring high-quality Peruvian avocados to the United States during the highest period of avocado consumption,” said Peruvian Avocado Commission Chairman and CEO of Agropecuaria Las Lomas de Chilca, Enrique Camet. “Avocados from Peru will complement the California avocado season, allowing the avocado industry to finally keep up with the demands of consumers for more Hass avocados.”

MARKETING MATERIALS

This summer, big, delicious Avocados from Peru are returning. This return is backed up with a robust media campaign highlighting the brand’s authentic Peruvian heritage – all centered around “Monumental Taste.” Sponsored by the Peruvian Avocado Commission, this initiative is perfectly timed to boost awareness and drivetrial by leveraging the growing popularity of Peruvian cuisine.
Marketing Support

11
Jul

Avocados from Peru Return to the U.S. for Second Season

he Time is Now to Experience the “Monumental Taste” of Peruvian Avocados

Washington, D.C. (July 11, 2012) /PRNewswire/ — Peruvian cuisine has never been hotter. The Wall Street Journal named Peruvian food the “next big thing” in September 2011. Ceviche, Peru’s signature dish, is popping up on menus across the country, and Peruvian chefs are being celebrated from the east coast to west. And now, one of Peru’s finest fruits, the avocado, is back in season and available at grocery stores nationwide.

This is the second season that Avocados from Peru are available in the U.S. with the first shipments arriving now and continuing into September. Avocados from Peru are of the Hass variety. The flesh is a soft, dark green color with a creamy and slightly nutty flavor, and its dark knobby skin and heroic pear-like shape echoes the spirit of Peru and its most famous landmark, Machu Picchu, one of the New 7 Wonders of the World.

“We are thrilled to be able to bring high-quality Peruvian Hass avocados to the U.S. during the spring and summer, which is the highest period of avocado consumption,” said Peruvian Avocado Commission Chairman and CEO of Agropecuaria Las Lomas de Chilca, Enrique Camet.

Summer is the most popular season for avocados, and for good reason. They are ideal for summer cuisine providing delectable flavor and contributing nutrients in salads, sandwiches, dips or perfect just on their own. A one-ounce serving (1/5 of a Peruvian avocado) has 50 calories, is cholesterol-free, sodium free, and contains almost 20 vitamins and minerals.

To celebrate the arrival of Avocados from Peru, the Peruvian Avocado Commission has created two new Peruvian-inspired recipes perfect for the summer:

Quinoa-Stuffed Peruvian Avocados – Inspired by the Incas who believed quinoa to be a sacred grain, this stuffed avocado offers a fresh, modern twist to a classic preparation. The powerful nutritional punch from both the quinoa and avocado makes it ideal for a light lunch or a delicious side dish.
Peruvian Avocado Ceviche – Using bright, seasonal ingredients is what summer is all about and this Peruvian favorite features chunks of luscious Peruvian avocados paired with classic ceviche ingredients including red onion, garlic and fresh lime juice.
“We are thrilled to reintroduce to the U.S. Avocados from Peru at a time when Peruvian cuisine is gaining popularity,” said Peruvian Avocado Commission Vice Chairman and General Manager of Giumarra Agricom International, Bruce Dowhan. “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.”

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

For more information about Avocados from Peru including recipes and nutrition information, visit avocadosfromperu.com.

About the Peruvian Avocado Commission

The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2011 to increase demand for Avocados from Peru through advertising, retail promotions and public relations. The PAC operates under the guidelines of the Federal Promotion Program for Hass avocados. Avocados from Peru are available in the U.S. from June – September. For more information, visit avocadosfromperu.com.