Los Angeles, Calif. – Avocados from Mexico has announced that it is projected to break the one billion pound volume mark for the 2012-13 season. Volume projections for the April-June 2013 time period were recently increased by 12%, bringing the total projected volume for the season to more than one billion pounds, which will enable retailers and foodservice operators to continue to actively promote the fruit and drive growth.
"Avocados from Mexico has been fueling strong, steady demand with promotable volumes of quality fruit and powerful marketing initiatives. As the category leader, we are committed to providing the market with consistent, reliable volume to grow on," said Eduardo Serena, APEAM Marketing Director.
Avocados from Mexico’s marketing programs are continuing to support the expanded volume by increasing demand and purchase frequency. Most importantly, the message is resonating with consumers. The latest General and Hispanic Market consumer research shows the following:
General Market*
· Awareness of Avocados from Mexico continues to increase and is now at its highest level at 65%
· Avocados from Mexico ad recall is higher than all previous waves at 34%
· More consumers claim to purchase Avocados from Mexico than ever before at 60%
Hispanic Market*
· Ad recall for Avocados from Mexico’s TV spots has increased significantly vs. last year, from 44% to 59%
· Weekly purchase of Avocados from Mexico has climbed from 10% last year to 29% this year; usage also continues to expand
*General Market study conducted February, 2013 by Cooper Roberts Research. Hispanic Market study conducted April, 2013 by GfK Knowledge Networks. Data reflects measurements in advertised markets.
To further build consumer awareness, Avocados from Mexico is kicking off an integrated partnership with acclaimed Celebrity Chef and winner of Bravo’s Top Chef Masters, Rick Bayless. The partnership includes ongoing advertising on Chef Bayless’ popular TV show, “Mexico: One Plate at a Time” which averages over 1 million viewers per episode, as well as a summer grilling promotion including:
· Signature grilling recipes from Chef Bayless
· In-store POS featuring Chef Bayless
· National consumer sweepstakes with themed prizes
· Extensive media outreach including a live appearance by Chef Bayless in NY
· Robust social media engagement and recipes on avocadosfrommexico.com
About Avocados from Mexico
Avocados from Mexico is the world’s largest producer and the top provider of avocados in the United States and the rest of the world. Carefully cultivated and perfected over generations in the land where avocados originated, they’re grown in the unique climate and rich volcanic soil of Mexico. Available year-round in a variety of grades, sizes and weights, Avocados from Mexico are naturally creamy and nutritious with a consistently rich, authentic flavor.
About APEAM
APEAM is a nonprofit organization founded in 1997 to represent the Hass avocado industry from the Mexican state of Michoacán in its export program for the brand Avocados from Mexico, to the U.S. The Avocado Producers and Exporting Packers Association of Mexico (APEAM) is dedicated to developing and implementing stringent quality measures to ensure the production of the finest avocados available anywhere, worldwide. APEAM currently represents more than 10,000 growers and 37 packing houses.
Source: Avocados from Mexico