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22
Jul

Kaypi Peru Celebration

TO RECEIVE AN INVITATION PLEASE CONTACT: John Stranger, EHY [email protected]

Avocados from Peru: Superfood Star of the Embassy of Peru’s July 25 National Day Celebration at the National Museum of the American Indian

Our extravaganza will include one-of-a-kind specialty dishes including the Avocados from Peru Gelateria serving custom-made avocado gelatos.

Top food influencers will celebrate Peru’s National Day and sample avocado delicacies.

Washington, D.C., July 22, 2019 — Avocados from Peru (AFP) and the Embassy of Peru will celebrate Peruvian culture at “Kaypi Perú” (“This is Peru” in Quechua), a festival celebrating the country’s culture and national day. AFP will be providing perfectly ripe avocados that will be used to create unique dishes including bison sliders with avocado and avocado gelato.

Avocados from Peru

Giuseppe and Mario Lanzone, Avocados from Peru brand ambassadors, will showcase their favorite recipe for avocado causa, an iconic Peruvian dish with savory layers of potato and avocado prepared specially for the festival. Known as “The Peruvian Brothers,” the Lanzones were both born in La Punta, Peru and have been AFP ambassadors for five years. They share their heritage by creating delicious Peruvian fare from three food trucks in Washington D.C that have been voted best in the city on multiple occasions and voted best Peruvian food truck in the United States by the Peruvian American Chefs Association.

Avocados are woven into the thread of Peruvian history and cuisine and are becoming an essential staple of the American diet. Kaypi Perú will highlight the versatility of this delicious superfruit and the innovative dishes that can be created from it.

“Avocados have been a cornerstone of Peruvian culture for over 10,000 years, so it is natural for AFP to support an event like Kaypi Perú that promotes the traditions and heritage of a diverse and ancient culture” said Xavier Equihua, President & CEO of the Peruvian Avocado Commission. “This unique celebration provides an ideal opportunity to showcase the numerous applications and health benefits of Peruvian avocados to a broad audience.”

The National Museum of the American Indian will host Kaypi Perú, an event that is free and open to the public from July 26 through July 28. The museum’s dedication to native cultures and its many programs demonstrating their richness, depth and diversity will enrich and enhance the festival.

The Embassy of Peru is hosting this event in conjunction with its celebration of Peru’s National Day. The Embassy supports and coordinates cultural activities from Peruvian artists who come to Washington, D.C. for presentations and exhibitions in all artistic fields to inform American citizens on Peruvian culture.

The Kaypi Perú Event on July 25 will include:

  • Unique avocado-based dishes and desserts in artistic arrangements
  • An open market where guests can select their choice of avocados and place them in a custom complimentary canvas AFP bags

Kaypi Peru will include a handicraft market, music and dance performances, hands-on activities for children, a gastronomic experience and films highlighting Andean culture.

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:

Xavier Equihua, President & CEO

Peruvian Avocado Commission

(302) 547-3625

[email protected]

John Stranger

EHY

[email protected]

(818) 802 2005

 

 

 

22
May

Avocados from Peru Teams With Iconic Brands for 2019 Summer Season – Including New York Jets, Michelin Guide, FIFA Women’s World Cup, and More

Washington D.C., May 22, 2019 – Avocados from Peru (AFP) is teaming up this summer with some of the world’s most iconic brands in food and sports (two of America’s favorite pastimes), including the New York Jets, FIFA Women’s World Cup, and the Michelin Guide, to name a few.

AFPNYJ Summer Partnership

“We are honored to be the New York Jets favorite superfood,” said Xavier Equihua, President and CEO of the Peruvian Avocado Commission. “Our fan bases align remarkably well, so the AFP – NYJ partnership is a win-win.” Fans will be able to enjoy complimentary AFP toppings at MetLife Stadium concessions, and even an avocado-themed cooking class at the Jets Cooking School, among other offerings. Topping off the delicious collaboration, AFP and the NYJ will vie for the “largest bowl of guacamole” world record at the NYJ home opener on Sept. 8.

Retail Bins Jets Mock Bin

FIFA Women’s World Cup

AFP also will sponsor FOX Network coverage of the 2019 Women’s World Cup from June 7 to July 7. Twenty-four teams from around the world have been invited to France to compete in the tournament, a month-long competition that occurs every four years. The U.S. team has participated in every World Cup since the tournament began in 1991, and has won the tournament three times. AFP is an official broadcast sponsor of the FIFA cup and is thrilled to be part of this world-class event.

MLB All-Star and NY Yankees-Red Sox London Games

Major League Baseball is heading to Europe for the first time ever, and AFP will be present when the New York Yankees play the Red Sox on June 29 and 30 for the first time in London. Likewise, AFP will be present when the MLB convenes in Cleveland, Ohio on July 9 for the 2019 edition of the All-Star Game.

World Avocado Cup Regatta

AFP also will serve as a founding member of the first ever World Avocado Cup Regatta taking place in San Diego CA, July 13 and 14. This unique event, created by the World Avocado Organization and the San Diego Yacht Club, will feature a series of races in which each participating avocado-producing country will be represented by a sailboat featuring their respective logos on the sails, spinnaker and crew gear.

Michelin Guide for California 2019

In another first, AFP will serve, along with the World Avocado Organization and California Avocados, as official sponsor of the inaugural edition of the Michelin Guide for California. Published annually, the Michelin Guide is the oldest restaurant reference guide in the world, awarding its coveted “Stars”, a highly sought after designation in fine dining, to top restaurants.

The Michelin Guide Star Revelation for California 2019 will be held June 3 in Huntington Beach, at which time the newest Michelin Star awardees will be announced. PAC is honored to be the first agricultural organization invited to be part of this momentous event.

Avocados from Peru bus wrap

Retail Support and Consumer Advertising

AFP will continue to support retailers with a variety of strategic co-marketing opportunities that can be tailored to their preferred programs. Advertising placements in top tier outlets including Women’s Health, Men’s Health, Vanity Fair, and Voguewill highlight the health and fitness benefits of Peruvian Avocados. AFP’s logo continues to gain recognition on bus wraps, and in-store merchandising (including bins and ripening bags), fostering further support and excitement around America’s favorite summer avocado

Season Kick-Off healthy avocados

Season Kick-Off healthy avocados

Season Kick-Off

Season Kick-Off

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:
Xavier Equihua, CEO and President

Peruvian Avocado Commission

(302) 547-3625

[email protected]

 

Emily Nordee, PR Director

Evans Hardy + Young

[email protected]

(805) 963-5841, ext. 218

08
Mar

Xavier Equihua, President & CEO of the Peruvian Avocado Commission Announces 2019 – 2021 Board of Directors, Officers & Marketing Committee

Washington D.C., March 8, 2019 – Xavier Equihua, President and CEO of the Peruvian Avocado Commission, announced the 2019-2021 Board of Directors, Officers and Marketing Committee that will be key in driving growth and creating increased opportunity for the organization. With preparations for the upcoming season well underway, these individuals will help guide efforts that will continue Avocados from Peru’s (AFP’s) ongoing position as an innovator and experiential marketing leader in the industry.

“It is a pleasure to present our new Board of Directors, Officers and Marketing Committee who share the same passion for AFP as I do,” said Xavier Equihua, CEO and President of the Peruvian Avocado Commission. “Their collective experience will ensure continued commitment to excellence in the coming seasons.”

The PAC 2019-2021 Board of Directors, Officers and Marketing Committee are the following individuals:

2019-2021 Board of Directors

 

Producer Director

Mr. Jose Antonio Castro, AGROKASA

 

Exporter Directors

Mr. Daniel Bustamante, Agrícola Cerró Prieto

Mr. Enrique Camet, Camet Trading

Mr. Jose Antonio Gomez, Camposol, SA

Mr. Eugenio Oliveira, CPF

 

Importer Directors

Mr. Giovanni Cavaletto, Index Fresh

Mr. Patrick Cortes, Mission Produce

Mr. Bob Lucy, Del Rey

Mr. Luke Sears, LGS Specialty Sales

 

2019-2021 Officers 

Mr. Jose Antonio Castro, Chairman

Mr. Jose Antonio Gomez, Vice Chairman

Mr. Luke Sears, Secretary

Mr. Patrick Cortes, Treasurer

 

Marketing Committee Chairman

Mr. Bob Lucy, Chairman  

 

2019-2021 Marketing Committee

The Marketing Committee will be represented by the following companies:

Calavo

Camposol

Del Monte

Del Rey

Incavo

Index Fresh

LGS Specialty Sales

Mission Produce

 

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:

Xavier Equihua, President and CEO

Peruvian Avocado Commission

(302) 547-3625

[email protected]

 

Emily Nordee, PR Director

Evans Hardy + Young

[email protected]

805-963-5841 x 218

23
Oct

Avocados from Peru and World Avocado Organization Celebrate Most Successful 2018 Season with ‘Avoween’ Recipes

Avocado ‘Avoween’ unique inspired recipes and images styled by Fooddeco exclusively for Avocados from Peru & the World Avocado Organization

Washington, D.C. & London, October 23, 2018 –In celebration of a record breaking 2018 season, Avocados from Peru (AFP) and the World Avocado Organization have partnered with Fooddeco to launch a series of ‘Avoween’ images, which will be highlighted in AFP’s digital marketing campaigns throughout the end of the season. AFP has had a long-standing relationship with Collette Dike, founder of Fooddeco, an international food styling firm that specializes in working with Peruvian avocados.

“Peruvian Avocado season is continuing to get longer and longer,” said Xavier Equihua, President & CEO of the Peruvian Avocado Commission. “This has been our best season yet. Peruvian avocados will be available through October this year and therefore, we want to celebrate and close out an exciting season with this unique and timely collaboration.”

Grab the last of this season’s Peruvian avocados in-store and kick-off your Halloween festivities with a Frankenstein Smoothie, Black Widow Smoothie Bowl, Witch Fingers Avocado Toast, or Guacamole Brain Dip with Spooky Crisps.

The full recipes are below:

Frankenstein Smoothie

Frankenstein Smoothie

with dark chocolate ‘hair’

Ingredients (for 2 smoothies)

1 avocado (from the refrigerator), flesh from

1 handful of (unsalted) walnuts

100 grams fresh spinach

½ celery stalk

1 tsp. chia seeds

1 tsp. hemp seeds

1 green apple (from the refrigerator)

2 tbsp agave syrup

250 ml almond milk, unsweetened

For the chocolate (hair) rim: 50-gram pure chocolate

Topping (brains): Blueberries

Method

Melt the chocolate au bain-marie. Turn a glass (or jar) upside-down and spoon a generous amount of chocolate along the upper rim of the glass. Rotate the glass until you’ve coated the entire rim. Now turn the glass right side up, and the chocolate will run down the sides. Make sure you’re close to the freezer. If the chocolate resembles ‘Frankenstein’ hair, put the glass in the freezer at once, and leave in there for at least 5 minutes. Repeat with the second glass. Remove the glasses from the freezer – use a small drip of chocolate and use it to glue 2 blueberry ‘eyes’ to the frozen glass. Repeat with the second glass. Optionally make a stich with the chocolate and a skewer (as seen on photo). Put both glasses back in the freezer for another 5 minutes.

Meanwhile, make the smoothie. Blend all the ingredients in a food processor until smooth. Pour the smoothie into the glasses (or jars), put blueberries on top and add straws. Serve immediately.

Black Widow Smoothie Bowl

Black Widow Smoothie-Bowl

Ingredients (for 2 smoothie bowls)

1 avocado (from the refrigerator), flesh from

1 handful of (unsalted) walnuts

100 gram fresh spinach

½ celery stalk

1 tsp. chia seeds

1 tsp. hemp seeds

1 green apple (from the refrigerator)

2 tbsp. agave syrup

200 ml almond milk, unsweetened (cold)

For the spider web: ± 100 ml coconut yoghurt, granola, blueberries, dried rose petals, lime zest and chia seeds

Necessity: skewer

Method

Blend all the ingredients for the smoothie in a food processor until smooth. Pour the smoothie into small bowls. Use the coconut yoghurt to make the ‘spider web’ start with a small drip of the yoghurt in the middle of the smoothie bowl and continue with making ± 3 circles around this ‘dot’. Use a skewer to draw lines from the middle (inner dot) to the outside of the bowl. The amount of lines depends on the size of the bowl. Make as many lines as you like. Make a spider by putting 1 big (body) and 1 small (head) blueberry in the middle and cut 8 legs out of 2 big blueberries. Place the legs around the body of the spider. Repeat with the second bowl. Decorate your smoothie bowls with the toppings and serve immediately.

Witch Fingers Avocado Toast

Witch Fingers Avocado Toast (12 fingers)

Ingredients

3 big (as long as possible) slices dark brown bread

1 avocado

12 white almonds (to resemble nails)

Paprika or cayenne powder

Salt, pepper, and chili flakes to taste

Method

Toast the bread, remove the crust, and cut out of 2 slices 12 long fingers (1.5 cm wide).

Use the third toast to make the ‘dirt’: put the toast in the food processor and mix until it looks like ground earth.

Cut the avocado in half and remove the pit, mash the avocado and season with salt pepper and chili flakes to taste.

Sprinkle the ‘dirt’ on a nice plate, smear some avocado spread on the fingers. Put some paprika or cayenne powder on top of the finger and put the almond ‘nail’ on top.

Guaca Brain Dip with Spooky Chips

Guacamole Brain Dip with Spooky Crisps

Ingredients

1 small cauliflower

Your favourite guacamole

4 (multi grain) tortilla wraps

2 tbsp Olive oil

Curry powder (could be replaced by paprika powder)

Necessity: Halloween molds (if possible use different Halloween shapes) and baking paper

Method

Remove the leaves from the cauliflower and cut a slice from the top so it can stand upside down. Preheat the oven to 180 degrees Celsius. Cover tortillas on both sides with the olive oil. Make as many spooky Halloween shapes out of the tortilla wraps as possible. Put them on an oven safe plate covered with the baking paper. Sprinkle them with some curry powder. Bake the wrap figures until they are crispy for about 7 minutes (every oven is different). Meanwhile wash the cauliflower. Remove as much of the stem as possible. Prepare your favorite (or use store bought) guacamole and stuff the cauliflower with the guacamole. Serve the tortilla crisps with the cauliflower brain dip!

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. from June through September.

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

 

 

19
Oct

Avocados from Peru Closes Out Record-Breaking 2018 Season

In partnership with the World Avocado Organization, Avocados from Peru closed out it’s 2018 marketing campaigns with Avoween inspired recipes and images.

Washington, D.C., October 19, 2018 – This season, Peru reached record-breaking sales numbers by exporting over 726 million pounds of avocados worldwide, of which 182 million pounds were shipped to the United States. Peru is the second largest exporter of avocados in the world, the second largest supplier to the U.S., and the largest supplier to Europe. Avocados from Peru (AFP) supported this significant distribution through various strategic and unique retail, trade and consumer marketing activations that proved to be essential components to this season’s success.

“This was a season of firsts for us,” said Xavier Equihua, President & CEO of the Peruvian Avocado Commission. “We conducted over 10,000 demos nationwide in Walmart, Costco and Sam’s Club in 60 days, launched the first partnership between two superfoods (Peruvian Avocados and California Walnuts), aired the first ever avocado TV spots during the World Cup and Major League Baseball All-Star Games, launched the first “Peru at the Zoo” activation at the Maryland Zoo and introduced Cuzco, Avocados from Peru’s new mascot.”

This season’s robust marketing campaigns spanned across all channels including social, digital, radio, broadcast, mobile, print, retail initiatives and consumer activations –all pointing to the quality, taste, nutritional benefits, and versatility of Peruvian avocados.

Avocados from Peru Completes 10,000 Demos in 60 Days & Participates in Walmart’s Wellness Week

Avocados from Peru completed 10,000 demos in 60 days at Walmart, Costco and Sam’s Club’s nationwide –a record-breaking number for the category. AFP also participated in this year’s Walmart Wellness Week, the largest health event in the world. Peruvian avocados are the only produce items to ever be included in this prestigious event and contributed demos at 997 locations throughout the week and served a consumer favorite recipe –Avocado, Walnut and Peach Salad.

First Ever Avocados from Peru and California Walnuts Superfood Demos

This season, consumers had the opportunity to taste and see the versatility of both Peruvian Avocados and California Walnuts in a first ever superfood demo collaboration at Costco, Sam’s Club and Walmart. The activations were supported by both demo partners through social, digital, PR, geo-targeting and website landing pages.

First Ever Avocado Sponsorship at World Cup and MLB All Star Games

This year AFP became the first in its category to sponsor two of the world’s most prominent athletic events –The World Cup and the MLB All Star Games. AFP ran TV spots celebrating World Avocado Month during the games as well as on morning and evening news programs. This initiative was also supported through digital and social promotions in partnership with Fox 5.

First Ever Produce Item to Partner with CBS and New York Yankees Baseball

AFP partnered with CBS to bring the ‘Avo-Dog’ promotion to one of the nation’s most iconic baseball parks over Labor Day weekend, offering baseball fans a free topping of Peruvian avocado with the purchase of any food item during the New York Yankees vs. Oakland Athletics games at Yankee Stadium in Bronx, New York.

First Ever “Peru at the Zoo”

To further showcase the nutritional benefits of Peruvian Avocados, AFP partnered with the Baltimore, Maryland Zoo to launch “Peru at the Zoo” which included Peruvian avocados served at all food outlets inside the park and various AFP branded signage around the zoo. AFP also sponsored radio spots and social media giveaways, which offered 75 free admission tickets to “Peru at the Zoo.”

First Ever Avocado Mascot, Cuzco the Avocado

Given AFP’s increased consumer engagement on social media, AFP launched their new brand mascot, Cuzco the Avocado. The mascot added a playful, yet stylish presence to the AFP digital marketing initiatives this year and will continue to be an integral part of upcoming 2019 digital campaigns.

More Highlights of the 2018 Season Include:

  • AFP kicked off Father’s Day weekend by treating baseball fans to a free topping of fresh Peruvian Avocado with the purchase of an Oriole dog during the Baltimore Orioles vs. Miami Marlins game in Oriole Park at Camden Yards. This activation was supported with radio spots on CBS radio, which reached over 60% of the Baltimore market and generated over 600K impressions across AFP and CBS radio social platforms.
  • AFP took over the bus and truck wraps of several American cities including Washington D.C and Philadelphia.
  • Continued partnership with brand ambassadors Peruvian Brothers, Peruvian Chef Martin Morales and food stylist firm, Fooddeco. AFP also ventured into a new brand ambassador partnership with Chef Patrick Drake, HelloFresh Head Chef.
  • AFP participated in an Independence Day reception at the Peruvian Embassy in Washington D.C. celebrating the 197th anniversary of the independence of Peru. AFP provided gift bags, which included Peruvian avocados and Cuzco stickers within a custom made avocado-ripening bag.
  • AFP featured ‘Better Breakfast Recipes’ on the nationally syndicated TV shows, Daytime and The Lifestyle List, reaching over 114M households in 210 markets and generating over 6 million impressions.
  • Regional advertising campaign in exclusive publications including Vogue, Vanity Fair and Women’s Health co-branded with retailer tags. AFP also advertised in trade print and digital publications.
  • Radio spots on Pandora and Spotify and local radio stations in Texas.
  • AFP co-sponsored the Peru Pavilion at the 2018 Produce Marketing Association (PMA) Fresh Summit Convention and Expo in Orlando, Florida.

AFP’s marketing efforts reflect the organization’s commitment to supplying the U.S. with top-quality fruit during the summer season. Avocados from Peru, Peru’s most popular superfood and America’s favorite summer avocado, are looking forward to planning another exciting and impactful marketing strategy for the upcoming 2019 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.

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

07
Sep

Avocados from Peru to Treat Yankees Baseball Fans to Free Peruvian Avocado Toppings During Labor Day Weekend Games

Washington, D.C., August 30, 2018 – In celebration of Labor Day weekend, Avocados From Peru (AFP), WCBS-FM of New York and the Yankees radio stations in English & Spanish, are treating baseball fans to a free topping of Peruvian avocado with the purchase of a hotdog, salad, nachos and more during the New York Yankees vs. Detroit Tigers series on September 1st and 2nd at Yankee Stadium in New York City.

“We are thrilled to be a part of the first of its kind three-way collaboration between AFP, CBS and Yankee Stadium,” said Xavier Equihua, President and CEO of AFP. “Given the success we have seen through previous MLB partnerships, we look forward to expanding our reach to New York Yankees baseball fans and further becoming an integral part of American’s MLB experience during the Summer and Fall.”

Along with providing free Peruvian avocado toppings, AFP will also be taking over the WCBS-FM 101.1 homepage, airing promotional videos inside and outside the stadium (first in the category), and hosting ‘Text to Win’ contests throughout the games giving away AFP prize packs to various lucky winners.

Earlier this year, AFP executed a similar promotion and treated Orioles baseball fans to a free topping of Peruvian avocado during the Baltimore Orioles vs. Tampa Bay Rays game in Oriole Park at Camden yards. Hundreds of baseball fans created the infamous “Avodog” with their free topping, among many other Peruvian avocado-inspired dishes.

With nearly 20 essential vitamins and minerals, no sodium or cholesterol, and gluten free, it’s no secret why Peruvian Avocados are America’s favorite nutrient dense superfood.

For fans unable to attend the Labor Day weekend baseball games at Yankee Stadium, check out the AFP website to find delicious recipes to serve at your holiday weekend BBQ: www.avocadosfromperu.com or click here to download a free copy of the Avocados From Peru Cookbook.

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:
Xavier Equihua, CEO and President

Peruvian Avocado Commission

(302) 547-3625

[email protected]

 

Madison Serrano, PR Senior Account Executive

Evans Hardy + Young

[email protected]

805-963-5841 x221

 

31
Jul

Avocados from Peru Celebrates 197th Anniversary of the Independence of Peru at Ambassador Reception

Washington, D.C., July 27, 2018 – Avocados From Peru (AFP) enjoyed a tasteful reception at the Peruvian Embassy in Washington, D.C. celebrating the 197th anniversary of the independence of Peru. Hosted by Peruvian Ambassador Carlos Pareja, the event showcased various delectable Peruvian dishes and supplied guests with Peruvian avocado gift bags, which included Peruvian avocados and Cuzco stickers all within a custom made avocado-ripening bag.

“It was an honor to participate in celebrating a historic and memorable event for the country of Peru,” said Xavier Equihua, President and CEO of AFP.

More than 10 ambassadors from European and Latin American countries were in attendance.

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 are available in the U.S. from June through September.

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

Media Contact:
Xavier Equihua, CEO and President

Peruvian Avocado Commission

(302) 547-3625

[email protected]

 

Emily Nordee, PR Director

Evans Hardy + Young

[email protected]

805-963-5841 x 218

 

 

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
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