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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]
25
Jun

Avocados From Peru and the Peruvian Brothers Make Monumental Debut 
on the National Mall in Washington, D.C.

SMITHSONIAN INSTITUTE CELEBRATES PERUVIAN CULTURE
 AT THE 49TH ANNUAL FOLKLIFE FESTIVAL

Washington, D.C., June 24, 2015 – The Smithsonian’s 49th Annual Folklife Festival opened this week and for 10 days the rich Peruvian culture will be celebrated on the National Mall in Washington, D.C.  It’s estimated that more than a million people will visit the national park to experience and learn about the country’s heritage, its people, its art and sample traditional Peruvian fare that is becoming increasingly popular in the United States.

In celebration of this monumental event, Avocados from Peru (AFP) co-sponsored the opening reception of the Folklife Festival and partnered with the popular Peruvian Brothers, whose food trucks were recently voted number one in D.C. by Washingtonian Life magazine. The Brothers developed an exclusive recipe for the event, Peruvian Avocado Quinoa Salad, a light and healthy vegan meal that will be served to thousands of people every day. This marks the first time fresh avocados of any origin have been served on the National Mall with such fanfare and celebration.

“This Festival allows Avocados from Peru to honor the U.S. at one of the largest events in the country during the fruit’s peak summer season,“ explained Xavier Equihua, President and Chief Executive Officer, Peruvian Avocado Commission.  “We are always looking for new and impactful ways to remind consumers that Avocados from Peru are a superfood containing nearly 20 important vitamins and minerals.  Our presence at 2015 Smithsonian Folklife Festival is truly a privilege and once in a lifetime opportunity especially since the event will also serve as the backdrop for the traditional 4th of July festivities on the National Mall – the nation’s most important civic space and home to some of the most iconic monuments and memorials in our country.”

To further promote AFP during the Folklife Festival, AFP has wrapped the Peruvian Brothers’ trucks with beautiful imagery of Peru, fresh, ripe avocados and the eye-catching AFP logo.  Several D.C. city buses are also wrapped in similar artwork and feature the Giant Food’s supermarket logo.
During the Festival, AFP will launch social media campaigns that encourage followers to visit the Peruvian Brothers on the Mall and offer opportunities to win AFP-branded merchandise.

The Festival runs through July 5, 2015 .

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

 

Contact:

Sue Kennedy
EvansHardy+Young
302.547.3625
[email protected]
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]
26
Sep

Los Programas en los Medios Sociales Atrean Y Premian a los Consumidores y a la Vez Crean Concientización Acerca de Avocados from Peru

26 de septiembre de 2014, Washington D.C. — Como complemento a su estrategia de ventas en los supermercados, la Comisión del Aguacate del Perú (PAC) está aprovechando los canales en los medios sociales para atraer a los consumidores y, con la ayuda de los mismos, fortalecer el reconocimiento de marca de Avocados from Peru e impulsar la compra de sus aguacates durante la temporada veraniega. Las fiestas interactivas en Pinterest, las loterías en Instagram y los concursos de recetas con muchas posibilidades de ganar premios en efectivo y de otro tipo, son razones convincentes para que las audiencias sirvan aguacates a sus familiares y amigos.

“Sabíamos que para establecer a Avocados from Peru como una marca premium sólida, firmemente plantada en Estados Unidos, la información brindada en Internet tenía que ser inteligente, relevante y atrayente”, explicó Xavier Equihua, director ejecutivo de la PAC. “Ya se trate de una receta nueva del chef peruano Ricardo Zarate, un consejo útil relacionado con los aguacates o una imagen cautivadora de la cultura del Perú, el contenido en las páginas de la PAC en Instagram, Facebook y Pinterest se crea para atraer a una amplia gama de consumidores quienes comparten un interés común: a todos les encantan los aguacates. Otros factores que han contribuido a que hayamos podido establecer una comunidad fiel de apasionados por los aguacates en un periodo de tiempo muy breve han sido la promoción radiofónica cruzada con nuestros asociados, las cadenas de supermercados más importantes en Estados Unidos como Wal-Mart, Safeway, Vons, Giant, Stop&Shop, etc., y la participación de blogueros influyentes.”

A menos de tres meses desde su lanzamiento, la página de la PAC en Facebook ha ganado más de 40,000 “me gusta,” y sigue creciendo a ritmo acelerado. Este crecimiento es impulsado por contenido atrayente compuesto por noticias sobre concursos, loterías, consejos útiles, recetas exclusivas y bellas fotografías. La conocida bloguera Coryanne Etienne del blog, Kitchen Living with Coryannerecientemente organizó la “fiesta de alfileres” #LastDaysofSummer en Pinterest. La fiesta generó 8,000 seguidores y cientos de participantes en los concursos, todo esto en menos de una hora.

A principios de la temporada se organizó un concurso en Instagram, y 10 afortunados fans de los aguacates ganaron $100 en efectivo cada uno por enviar una foto mostrando su forma preferida de disfrutar los Avocados from Peru. Se recibieron cientos de participaciones. La PAC también organizó un concurso exclusivo de recetas en el premiado sitio web de James Beard, Food52. La receta ganadora, entre más de 200 recetas recibidas, fue la de Green Goddess Chicken Sandwiches (Sándwiches de Pollo Deidad Verde), que puede consultarse en  avocadosfromperu.com.

Aunque la temporada de Avocados from Peru se acerca a su fin, sus canales sociales seguirán actualizándose con nuevas recetas y muchísimas noticias interesantes para garantizar que la marca siempre esté visible, incluso fuera de temporada.

Acerca de la Comisión del Aguacate del Perú

La Comisión del Aguacate del Perú conocida en inglés como la Peruvian Avocado Commission (PAC) tiene su sede en Washington, D.C. Fue establecida en el año 2011 para incrementar el consumo del aguacate Hass peruano en los EE. UU. a través de campañas de marketing, promociones diseñadas para los supermercados y relaciones públicas. Sus actividades se llevan a cabo bajo los lineamientos del Programa Federal para la Promoción del Aguacate Hass de los EE. UU. que está bajo la supervisión del Departamento de Agricultura de los EE. UU. (USDA).

Los aguacates del Perú estarán disponibles en Estados Undos hasta septiembre.

Para obtener más información acerca de la PAC, visite www.avocadosfromperu.como envíe un correo electrónico a [email protected]

Contactos

26
Sep

Los Programas en los Medios Sociales Atrean Y Premian a los Consumidores y a la Vez Crean Concientización Acerca de Avocados from Peru

26 de septiembre de 2014, Washington D.C. — Como complemento a su estrategia de ventas en los supermercados, la Comisión de la Palta del Perú (PAC) está aprovechando los canales en los medios sociales para atraer a los consumidores y, con la ayuda de los mismos, fortalecer el reconocimiento de marca de Avocados from Peru e impulsar la compra de sus paltas durante la temporada veraniega. Las fiestas interactivas en Pinterest, las loterías en Instagram y los concursos de recetas con muchas posibilidades de ganar premios en efectivo y de otro tipo, son razones convincentes para que las audiencias sirvan paltas a sus familiares y amigos.

“Sabíamos que para establecer a Avocados from Peru como una marca premium sólida, firmemente plantada en Estados Unidos, la información brindada en Internet tenía que ser inteligente, relevante y atrayente”, explicó Xavier Equihua, director ejecutivo de la PAC. “Ya se trate de una receta nueva del chef peruano Ricardo Zarate, un consejo útil relacionado con las paltas o una imagen cautivadora de la cultura del Perú, el contenido en las páginas de la PAC en Instagram, Facebook y Pinterest se crea para atraer a una amplia gama de consumidores quienes comparten un interés común: a todos les encantan las paltas. Otros factores que han contribuido a que hayamos podido establecer una comunidad fiel de apasionados por las paltas en un periodo de tiempo muy breve han sido la promoción radiofónica cruzada con nuestros asociados, las cadenas de supermercados más importantes en Estados Unidos como Wal-Mart, Safeway, Vons, Giant, Stop&Shop, etc., y la participación de blogueros influyentes.”

A menos de tres meses desde su lanzamiento, la página de la PAC en Facebook ha ganado más de 40,000 “me gusta,” y sigue creciendo a ritmo acelerado. Este crecimiento es impulsado por contenido atrayente compuesto por noticias sobre concursos, loterías, consejos útiles, recetas exclusivas y bellas fotografías. La conocida bloguera Coryanne Etienne del blog, Kitchen Living with Coryannerecientemente organizó la “fiesta de alfileres” #LastDaysofSummer en Pinterest. La fiesta generó 8,000 seguidores y cientos de participantes en los concursos, todo esto en menos de una hora.

A principios de la temporada se organizó un concurso en Instagram, y 10 afortunados fans de las paltas ganaron $100 en efectivo cada uno por enviar una foto mostrando su forma preferida de disfrutar los Avocados from Peru. Se recibieron cientos de participaciones. La PAC también organizó un concurso exclusivo de recetas en el premiado sitio web de James Beard, Food52. La receta ganadora, entre más de 200 recetas recibidas, fue la de Green Goddess Chicken Sandwiches (Sándwiches de Pollo Deidad Verde), que puede consultarse en  avocadosfromperu.com.

Aunque la temporada de Avocados from Peru se acerca a su fin, sus canales sociales seguirán actualizándose con nuevas recetas y muchísimas noticias interesantes para garantizar que la marca siempre esté visible, incluso fuera de temporada.

 

Acerca de la Comisión de la Palta del Perú

La Comisión de la Palta del Perú conocida en inglés como la Peruvian Avocado Commission (PAC) tiene su sede en Washington, D.C. Fue establecida en el año 2011 para incrementar el consumo de la palta Hass peruano en los EE. UU. a través de campañas de marketing, promociones diseñadas para los supermercados y relaciones públicas. Sus actividades se llevan a cabo bajo los lineamientos del Programa Federal para la Promoción de la Palta Hass de los EE. UU. que está bajo la supervisión del Departamento de Agricultura de los EE. UU. (USDA).

Las paltas del Perú estarán disponibles en Estados Undos hasta septiembre.

Para obtener más información acerca de la PAC, visite www.avocadosfromperu.como envíe un correo electrónico a [email protected]

Contactos:

Xavier Fco. Equihua
CEO, Peruvian Avocado Commission
202.626.0560
[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

21
Jul

Monumental Debut de Avocados From Peru en el Food & Wine Classic de 2014 en Aspen

GALARDONADO CHEF IMPRESIONA A LOS ASISTENTES CON SU PRESENTACIÓN DE LA FRUTA DEL VERANO DEL PERÚ COMO PARTE DEL “PROYECTO AVOCADOS FROM PERU”

Washington, D.C., 21 de julio de 2014 – Avocados from Peru se presentó por primera vez en el reciente Food & Wine Classic en Aspen, del 19 al 22 de junio, un evento que todos los años reúne a los chefs, sumilleres, innovadores culinarios y gastrónomos más influyentes. Avocados from Peru pintó de “verde” la ciudad, usando un autobús turístico de lujo en calidad de gigantesca valla publicitaria rodante a todo color, recordando a los asistentes al evento que ahora estamos en el pico de la temporada de la fruta del verano proveniente de Perú y que la misma está disponible a lo largo y ancho de Estados Unidos.

“Este prestigioso evento fue el marco ideal para lanzar nuestra campaña veraniega, y por primera vez en la historia de este evento una comisión para la comercialización de la palta usó un ómnibus de 45 pies de largo para exhibir su marca”, dijo Xavier Equihua, director ejecutivo de la Comisión de la Palta del Perú. “Esperamos repetir nuestra participación en el Classic del próximo año, ¡y a una escala aún mayor!”

Además de la valla publicitaria móvil, Avocados from Peru, en cooperación con la Oficina Comercial del Perú en Los Ángeles, presentó en el Grand Tasting la demostración culinaria “Proyecto Avocados from Peru” a cargo de Ricardo Zarate, el renombrado chef y estrella culinaria de los restaurantes peruanos Picca, Mo-Chica y Paiche en Los Ángeles. El chef Zárate, ganador del premio al “Mejor Chef Nuevo” de 2011, concedido por la prestigiosa revista Food & Wine, elaboró diversos platos únicos a base de Avocados from Peru, entre ellos Pan con palta y atún, Nigiri de palta y tacu tacu y Croqueta con tortilla de palta y erizo de mar. El chef Zárate también creó, especialmente para el evento, un coctel con palta a base de ron de cinco islas con néctar de agave, jugo de lima y por supuesto, el ingrediente especial, Avocados from Peru.

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Contacto para los medios:
Para obtener más información acerca de Avocados from Peru, o sobre las recetas presentadas en el Aspen Food & Wine Classic de 2014, comuníquese con:
Xavier Fco. Equihua
Director Ejecutivo de la Comisión
Avocados From Peru
[email protected].

Acerca de la Comisión de la Palta del Perú
La Comisión de la Palta del Perú conocida en inglés como la Peruvian Avocado Commission (PAC) tiene su sede en Washington, D.C. Fue establecida en el año 2011 para incrementar el consumo de la palta Hass peruana en los EE. UU. a través de campañas de marketing, publicidad, promociones diseñadas para los supermercados y relaciones públicas. Sus actividades se llevan a cabo bajo los lineamientos del Programa Federal para la Promoción de la Palta Hass de los EE. UU. que está bajo la supervisión del Departamento de Agricultura de los EE. UU. (USDA).

Información detallada acerca de estos programas será anunciada a lo largo de la temporada. Las paltas del Perú estarán disponibles en Estados Unidos hasta septiembre.

Para obtener más información acerca de la PAC, visite www.avocadosfromperu.com o envíe un correo electrónico a [email protected].