Uncategorized

20
Dec

Peruvian Avocados, A Superfood for a Healthy Heart

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FDA Amends Regulations Recognizing a Reduced Risk of Coronary Heart Disease

Washington D.C., December 20, 2016 — The Peruvian Avocado Commission (PAC) is pleased to announce that the Food and Drug Administration (FDA) has affirmed that avocados are a healthy food. This new rule allows for a health claim that recognizes the overall benefits of raw fruits and vegetables, including avocados, provide a reduced risk of coronary heart disease. The American Heart Association submitted a petition to annul that claim, and it has been approved.

“Earlier this year, the FDA provided guidance that was inclusive of avocados being a healthy food,” explains Xavier Equihua, President and CEO, PAC. “Now the FDA has amended previous regulation authorizing a health claim on the relationship between dietary saturated fat and cholesterol and risk of coronary heart disease, confirming that avocados are heart-healthy. We’re happy they agree with us.”

According to literature recently published by the FDA, “The interim final rule recognizes all raw fruits and vegetables that fail to comply with the “low fat” definition and/or the minimum nutrient content requirement to be eligible to bear the claim.” This regulation went into effect December 19th, 2016.

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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.

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
27
Oct

Avocados from Peru Closes Successful 2016 Export Season

Avocados from Peru Closes Successful 2016 Export Season

After an active and prosperous 2016, Avocados from Peru looks forward to 2017

Washington, D.C., October 17, 2016 – Avocados from Peru is pleased to announce the close of a successful 2016 export season that saw continued growth in demand for Peruvian avocados, the launch of both the world’s first international superfoods brand and a new worldwide cooperative marketing initiative, and official recognition of avocados’ health benefits from the United States Food and Drug Administration (FDA).

“We are extremely excited by the success that Avocados from Peru saw during the world-wide 2016 season,” said Xavier Equihua, President and CEO of the Peruvian Avocado Commission. “We hope to build off of our momentum from 2016, especially in continuing to spread news regarding the health benefits of Peruvian avocados through the new Superfoods from Peru brand, and look forward to a more robust crop and marketing season in 2017.”

In addition to its successful export growth, Avocados from Peru joined together with Blueberries from Peru to form the first international superfoods brand – Superfoods from Peru. Launched during the 5thannual Peru to the World Expo in New York City, which was attended by Guest of Honor Peruvian President Pedro Pablo Kuczynski, the new brand will work to promote the health benefits of Peruvian superfoods – a plethora of products such as avocados, blueberries, pomegranates, and many others – and continue the growth of superfood markets around the world.

Avocados from Peru was also a proponent for the creation of the World Avocado Organization – a partnership between Brazil, Mexico, Peru, South Africa, and the United States. This new non-profit marketing enterprise will work to enhance existing avocado markets in order to raise awareness regarding the benefits of avocados in emerging health conscious markets such as the United Kingdom, the European Union, and Asia.

Capping off the 2016 launch of the Superfoods from Peru brand, the FDA announced new guidelines that allow manufacturers to categorize foods containing certain good fats as “healthy” – thereby officially recognizing the benefits of monosaturated fats that have long made avocados a go-to nutritional source for health conscious consumers.

Avocados from Peru remains committed to supplying the United States with top-quality fruit and is excited to exceed the 2016 season by dramatically increasing its export to the US market in 2017.

2016 Season Highlights:

  • 2016 Season Kick-Off Event: Service men and women onboard the USS Bataan in New York City, were served a superfood breakfast during Fleet Week during Memorial Day weekend.
  • The 5th Annual Peru to the World Expo: Headlined by Guest of Honor Peruvian President Pedro Pablo Kuczynski, this celebration of Peruvian culture and culinary expertise also served as the launch event for the newly created international “Superfoods from Peru” brand which brings together Avocados from Peru and Blueberries from Peru under a unified banner.
  • Avocados from Peru received a Decoration of Merit: On June 21st, the Peruvian government recognized Avocados from Peru for its work to promote and advance done Peruvian agricultural trade.  USDA was also recognized for its work in fortifying U.S.-Peru agricultural trade.
  • FDA Issued Revised Guidelines for ‘Healthy’ Categorization: The U.S. Food and Drug Administration updated guidelines for manufacturers wishing to categorize their foods as ‘healthy’, stating that certain good fats now fall within this categorization. As such, avocados, which are high in monosaturated fats, can be officially marketed for the health benefits they have long provided.
  • The World Avocado Organization was Established: A partnership between Brazil, Mexico, Peru, South Africa, and the United States that will work to enhance existing avocado markets and promote the development of new health conscious markets around the globe.

 

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] or call 202 607-0560.

 

Media Contact:

Emily Nordee, PR Director
Evans Hardy + Young
805-963-5841 x 218
18
Sep

Superfoods from Peru Brand Launches at 5th Annual Peru to the World Expo

Superfoods from Peru Brand Launches at 5th Annual Peru to the World Expo with Peruvian President Pedro Pablo Kuczynski as Guest of Honor

Avocados from Peru and Blueberries from Peru come together to continue sharing Peru’s long-standing tradition as a global supplier of superfoods

Lima, Peru – On Sunday, September 18th, the Peru Agribusiness Association Inc. (PAA) hosted over 600 people at the 5th annual Peru to the World Expo in New York City – headlined by Guest of Honor Peruvian President Pedro Pablo Kuczynski. The event featured a variety of Peruvian cultural and culinary demonstrations and also served as the first time that Avocados from Peru and Blueberries from Peru joined forces to launch the newly created banner of Superfoods from Peru.

“This event underscores Peru’s rapid ascent as the world’s number one destination for travel, culture, and culinary adventures,” said Xavier Equihua, CEO and President of the Peruvian Avocado Commission (PAC). “We are extremely grateful that President Kuczynski was able to join us in celebrating Peruvian culture and the wide variety of incredible superfoods that Peru has to offer the world.”

In addition to being honored by the presence of President Kuczynski, the Peru to the World Expo had the pleasure of welcoming Mr. José Antonio Gómez Bazán of Camposol Trading, the culinary talents of the award-winning Peruvian Brothers, and Peruvian Minister of Foreign Commerce and Tourism Eduardo Ferreyros, who delivered the keynote address at the event and highlighted agriculture as Peru’s second most important export behind minerals.

Peru has proudly provided the world with superfoods for over 5000 years and there are very few countries that can match its distinction as a net superfood producer. From being the second largest producer of Haas avocados and blueberries in the world, to the production of numerous other superfoods such as pomegranates, figs, mandarins, grapes, coffee, and cacao, Peru is the world’s go-to source for superfoods and healthy eating.

The Peruvian Avocado Commission is proud to have been a sponsor of this annual celebration and looks forward to continuing to share the benefits of Peruvian superfoods with the world.

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].

 

Media Contact:

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

 

 

27
May

Superfoods for Super Sailors and Marines

Avocados from Peru Kicks Off Fleet Week in New York with a Superfoods Breakfast Honoring the Men and Women of the U.S. Navy and Marine Corps

New York, NY, Friday, May 27, 2016 – In celebration of Fleet Week in New York and Memorial Day Weekend 2016, Avocados from Peru will host a Superfoods Breakfast today to honor the 2,000 men and women of the U.S. Navy and Marine Corps who proudly serve on board the USS Bataan, an 844-foot, 40,358-ton amphibious assault vessel.

As a small token of appreciation, those aboard will enjoy a special breakfast featuring superfoods from Peru. Xavier Equihua, president and CEO of Avocados from Peru, will also present the sailors with fresh Peruvian Avocados so they can continue to enjoy the super fruit after the Memorial Day holiday as well.

To celebrate the 2016 season, Avocados from Peru has created several delicious recipes to make the most of this nutritious breakfast for Fleet Week and beyond. Peruvian Avocados are the perfect ingredient for every meal. They are flavorful, extremely versatile and can be used in a wide variety of recipes. Peruvian Avocados are a nutrient-dense superfood, with 20 vitamins and minerals, and relatively few calories. They are sodium and cholesterol free, and contain monounsaturated fats, the good kind also found in nuts and olive oil.

Peruvian Avocado Superfood Smoothie

Ingredients:
1(13.5-oz.) light or regular coconut milk

1 cup pineapple juice

1 tablespoon fresh lime juice

1 ripe avocado, peeled and pitted

3 tablespoons sugar

1 cup ice cubes

Directions:
Combine all ingredients in a blender, secure with lid and puree until smooth.

Makes 4 cups; serves 4; 1 cup per serving

 

“The Superfoods Breakfast is a historic event and we are pleased to be giving back to the great men and women of the U.S. Navy and Marine Corps,” said Xavier Equihua, president and CEO of Avocados from Peru. “We look forward to many more opportunities where we can feature Avocados from Peru, as they are at the peak of their season this summer, and 100 million pounds of AFP are projected to be imported into the United States between May and September.”

Avocados from Peru is an association that operates under the oversight of the United States government in accordance with the Hass Avocado Promotion, Research and Information Act of 2000.

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].

ABOUT FLEET WEEK NEW YORK

For up-to-date information on all Fleet Week events, visit the official Fleet Week New York website at www.fleetweeknewyork.com, “Like” FleetWeekNewYork on Facebook, or “Follow” @FleetWeekNYC on Twitter. Fleet Week New York photos can be viewed on Flickr at www.flickr.com/photos/fwnypao. Join the conversation on social media by using #FleetWeekNYC.

Media Contact:

Jessica Spano
MSLGROUP
646-500-7654
[email protected]
23
May

Superfoods for Super Sailors and Marines

Avocados from Peru Kicks Off Fleet Week in New York with a Superfoods Breakfast Honoring the Men and Women of the U.S. Navy and Marine Corps

New York, NY, Friday, May 27, 2016 – In celebration of Fleet Week in New York and Memorial Day Weekend 2016, Avocados from Peru will host a Superfoods Breakfast today to honor the 2,000 men and women of the U.S. Navy and Marine Corps who proudly serve on board the USS Bataan, an 844-foot, 40,358-ton amphibious assault vessel.

As a small token of appreciation, those aboard will enjoy a special breakfast featuring superfoods from Peru. Xavier Equihua, president and CEO of Avocados from Peru, will also present the sailors with fresh Peruvian Avocados so they can continue to enjoy the super fruit after the Memorial Day holiday as well.

To celebrate the 2016 season, Avocados from Peru has created several delicious recipes to make the most of this nutritious breakfast for Fleet Week and beyond. Peruvian Avocados are the perfect ingredient for every meal. They are flavorful, extremely versatile and can be used in a wide variety of recipes. Peruvian Avocados are a nutrient-dense superfood, with 20 vitamins and minerals, and relatively few calories. They are sodium and cholesterol free, and contain monounsaturated fats, the good kind also found in nuts and olive oil.

Peruvian Avocado Superfood Smoothie

Ingredients:
1(13.5-oz.) light or regular coconut milk

1 cup pineapple juice

1 tablespoon fresh lime juice

1 ripe avocado, peeled and pitted

3 tablespoons sugar

1 cup ice cubes

Directions:
Combine all ingredients in a blender, secure with lid and puree until smooth.

Makes 4 cups; serves 4; 1 cup per serving

 

“The Superfoods Breakfast is a historic event and we are pleased to be giving back to the great men and women of the U.S. Navy and Marine Corps,” said Xavier Equihua, president and CEO of Avocados from Peru. “We look forward to many more opportunities where we can feature Avocados from Peru, as they are at the peak of their season this summer, and 100 million pounds of AFP are projected to be imported into the United States between May and September.”

Avocados from Peru is an association that operates under the oversight of the United States government in accordance with the Hass Avocado Promotion, Research and Information Act of 2000.

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].

ABOUT FLEET WEEK NEW YORK

For up-to-date information on all Fleet Week events, visit the official Fleet Week New York website at www.fleetweeknewyork.com, “Like” FleetWeekNewYork on Facebook, or “Follow” @FleetWeekNYC on Twitter. Fleet Week New York photos can be viewed on Flickr at www.flickr.com/photos/fwnypao. Join the conversation on social media by using #FleetWeekNYC.

Media Contact:

Jessica Spano
MSLGROUP
646-500-7654
[email protected]
29
Apr

Avocados from Peru Concludes Unprecedented 2015 Campaign Season as Host of 8th Annual World Avocado Congress in Lima

Peruvian Avocado Commission celebrates growing volume in the U.S.

The cover of the Peruvian Avocado Commission’s digital cookbook, released in 2015

Washington D.C., September 14, 2015 — The Peruvian Avocado Commission (PAC) has closed its 2015 season with more than 100 million pounds of fruit imported into the United States over a three-month period. Since it began importing to the U.S., Peru has become an increasingly important supplier of avocados during the summer peak season.

Much of the success of the 2015 season can be attributed to the innovative promotional campaign that combined a number of first-in-category events and programs.

“From coast to coast we worked with top retailers, influencers, and partnered with a number of successful brands to get Avocados from Peru on the minds and plates of consumers across the country,” said Xavier Equihua, CEO and President of PAC. “We are especially grateful for the support of the retail trade who have recognized and promoted the quality of Avocados from Peru.”

One strategic element of the 2015 multi-faceted and multi-media marketing campaign was the support of a social media campaign that was designed to drive engagement and focus on quality content across multiple channels.

The brand’s social media strategy made a strong impression with consumers and had a measurable impact on brand awareness with millions of impressions.

PAC flourished in digital content creation and distribution during the 2015 season with a digital cookbook that is available as a free download in Apple’s iBook Store and on the brand’s Facebook page. The book in hard-copy format will also be available in limited amounts and distributed to attendees of the 8th Annual World Avocado Congress (WAC). Additionally, PAC also released new editions of AVOMAG, the first-in-category online magazine focusing on exciting news from the world of avocados.

Throughout the season, PAC partnered with thoughtfully selected Flavor Ambassadors who embody the brand and messaging to drive strategic PR initiatives with significant impact. Flavor Ambassadors for the 2015 program included Chef Martin Morales, chef-proprietor of London’s Andina and Ceviche restaurants; and Washington D.C.’s Peruvian Brothers, who operate a renowned food truck.

The primary goals of PAC’s 2015 marketing program were to reinforce consumer awareness of the flavor and nutrition found in Avocados from Peru and to support retailers during the peak summer season.

Highlights of the 2015 Season include:

  • A kick-off event on board the USS Cole that was captured in a segment that aired on more than 100 television stations across the country and reached millions of viewers.
  • Co-sponsorship of the Smithsonian Institute’s 49th Annual Folklife Festival featuring custom dishes from the Peruvian Brothers, culinary duo and operators of one of D.C.’s top-rated food trucks, that marked the first time avocados from any country were served on the National Mall.
  • A focused media tour in New York City with top London Chef Martin Morales visiting elite culinary and media establishments.
  • For the first time in the category, PAC sponsored free avocado topping in New York City at Citi Field in honor of National Hot Dog Day.
  • Release of video capsules about the perfect growing conditions of Peru, the country’s culturally rich heritage, and the industry’s deep commitment to social responsibility and sustainability.
  • A robust sampling program of fresh Avocados from Peru in 1,600 Walmart locations and more than half of the nation’s Costco stores during the summer season. In addition, Costco is currently promoting the PAC e-cookbook via their facebook page, which has more than 1 million followers.

To bookend the successful 2015 season, the Peruvian Avocado Commission will host more than 1,000 international attendees at the the 8th Annual WAC in Lima September 13-18. One of the highlights of the congress is a Scientific Program focusing on health and human nutrition and updated information regarding agricultural management, production and commercialization. The Congress will also include research presentations of scientific, marketing and commercial subjects from all parts of the world that influence the future of the industry.

Additionally, this October, PAC will support a brand new pavilion at the Produce Marketing Association taking place in Atlanta and featuring the first 8×16 jumbotron display in the history of the event.

The marketing efforts of PAC reflect the organization’s commitment to supplying the U.S. with top-quality fruit during the summer season while building relationships with consumers and retailers to educate the public about the health benefits of Peruvian Avocados.

To download a free copy of the Avocados from Peru Cookbook, simply click here.

You can also access more images from the Peruvian Avocado Commission on their website.

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].

Media Contact:

Emily Nordee, PR Director
[email protected]
805-963-5841 x 218
24
Jul

Peruvian Avocado Commission Celebrates National Hot Dog Day With Free Avocado Topping For Baseball Fans

New York City baseball fans invited to upgrade hot dogs to “avodogs”

Washington D.C. July 24, 2015 – In celebration of National Hot Dog Day on July 23rd, the Peruvian Avocado Commission (PAC) treated New York baseball fans to a complimentary topping of fresh smashed avocados at a local major league ball game.

Although avocado may not be considered as classic a topping as mustard and relish (yet!), adding summer avocados to one of America’s favorite summertime foods proved enormously popular with fans – who devoured more than 600 fresh Peruvian Avocados during the game.

In addition to adding monumental flavor to a perennial favorite, Peruvian avocados also boast nearly 20 important vitamins and minerals and have no sodium or cholesterol.

Served with just a squeeze of lime or combined with other classic hot dog toppings such as onions and tomatoes, freshly sliced or smashed Avocados from Peru make an ideal hot dog topping.

“We look forward to seeing Avocados from Peru become an indispensable part of the all-American tradition of attending a major league baseball game,” said Xavier Equihua, President and CEO of PAC.

Peruvian avocados enjoy a season that, much like baseball, runs from May to September, earning them the nickname of “summer avocados.”

For more ideas of how to top your favorite frank with Peruvian Avocados, head to the PAC website: www.peruvianavocados.com.

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]

 

 

 

 

 

15
Jul

Avocados From Peru and Famed Peruvian Chef Martin Morales Captivate New York’s Culinary Elite

Avocados from Peru celebrated 2015 season in a series of events across New York City that included the first ever avocado-themed dinner at the James Beard House

Washington D.C. July 15, 2015 – In conjunction with Global Brand Ambassador Chef Martin Morales, Avocados from Peru captured the imaginations and taste buds of New York’s top foodies in a series of highly successful events to kick off the summer season.

Considered one of the pioneers of modern Peruvian cuisine, Morales has taken the UK by storm with his Peruvian-inspired London restaurants Ceviche SoHo, Andina, and Ceviche Old St. He also published his first cookbook in 2014, which was promptly named the #1 Cookbook of the Year by The Times of London.

“Chef Martin Morales takes a modern and innovative approach to classic Peruvian cuisine,” said Xavier Equihua, President and CEO of Peruvian Avocado Commission (PAC). “He is the perfect global ambassador for Avocados from Peru, which are so essential to Peru’s cuisine and culture and have been for thousands of years!”

The weeklong schedule of activities started with a live cooking demo on Sunday, June 28 at the 2015 Summer Fancy Food Show, held at the Javitz Center in honor of National Ceviche Day. Attendees had the opportunity to watch and engage as Chef Martin Morales prepared two of his signature dishes: a vegan Ceviche of Artichoke and Avocado and Avocado Quinoa Salad. Over the next few days, some of the country’s top editors had the opportunity to sample Morales’ Avocado Quinoa Salad and Ceviche Andina, both featuring Peruvian Avocados, at a very special Chefs’ Table promotional appearance at the Hearst Corporation and Conde Nast’s new One World Trade Center headquarters.

Between cookbook signings, media appearances and interviews, Chef Morales also prepared a special dinner at the residence of the Peruvian Ambassador to the UN for more than 40 VIP guests including key culinary influencers, media and important government figures at the Peruvian Trade Commission.

Rounding out the week, Chef Morales prepared dinner for a sold-out crowd at the James Beard House, one of New York City’s most prestigious and influential culinary institutions. The dinner, a first in the avocado category, focused on the versatility, nutrition, and monumental flavor of Avocados from Peru, which are largely considered to be the gold standard in markets around the world.

“I love integrating seasonal superfoods into my cuisine and every year I look forward to the summer avocados from Peru,” said Morales, referring to the fruit’s May-September availability. “Avocados are an essential part of my menus and Peruvian cuisine so I am thrilled to be working with the Peruvian Avocado Commission.”

The week of events was an overwhelming success for all involved and served as an important step towards familiarizing American consumers with the cuisine and culture of Peru, which is the #2 exporter of avocados to the United States.

For recipes from Chef Martin Morales and the Peruvian Avocado Commission or for more information, please visit www.avocadosfromperu.com

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]