Peruvian Asparagus Importer's Association Releases '15/'16 Category Management Plan Outline For Fresh Asparagus

The Peruvian Asparagus Importer’s Association (PAIA) has completed and published their 2015/2016 Category Management Plan Outline for Fresh Asparagus.  “Our Category Management Plan Outline is an essential tool for all involved in the trade of fresh asparagus,” states Priscilla Lleras, PAIA Coordinator. “The Plan contains vital statistics identifying market growth, trends, industry facts and key demographics for the 2015/2016 season and this enable all involved to keep their fingers on the pulse of the asparagus industry.”

Asparagus is a continued growing trade within the United States; according to the United States Department of Agriculture/Economic Research Service – the per capita consumption is forecasted to increase per person. 

Peru is a leading import source for fresh market asparagus in the United States as defined by the Category Management Plan Outline.  Walter Yager, Alpine Fresh and East Coast Co-Chair of PAIA explains, “Peruvian asparagus is a key contributor to the asparagus market. Without it, most retailers would not be able to provide consistent year-round supply of fresh asparagus to their customers. Peru’s contribution to the asparagus category helps stabilize the market and allow for a constant supply of quality product.”  “Peruvian asparagus maintains to be one of the most reliable produce items to promote at retailer levels on a week in and week out basis,” adds Yager.

“U.S. retailers have recognized the advantages of stocking Peruvian asparagus on their shelves,” adds Lleras.  “This has resulted in maintaining steady per capita consumption levels. PAIA importers will continue to work with their customers in an effort to strategically promote this exceptional vegetable and ensure asparagus maintains its leadership role among top vegetables.”

According to the Plan, asparagus has been named the number two item that U.S. consumers have said they’ve purchased in the last year.  “Asparagus is still a staple for U.S. households,” reports Gary Meadows, Progressive Produce and PAIA West Coast Co-Chair. “However, we also still see so much potential for increasing consumption – not only in adding new households as consumers but also in increasing the per capita amount of those already consuming asparagus. We encourage all our retail partners to explore ways they can help increase asparagus consumption by promotions, cross merchandising and expanded displays.”

The 2015/2016 Category Management Plan Outline for Fresh Peruvian Asparagus specifically includes statistics relating to market summaries, trends, nutritional facts, consumer positioning, fresh asparagus consumption key demographics, category and merchandising goals. “The outline equips retailers and industry with the type of information needed to sell more Peruvian asparagus,” says Lleras. “This is our goal – to inform and promote the trade and offer retail marketing strategies.” 

The Plan is available from any member of the Peruvian Asparagus Importer’s Association or by contacting their coordinator Priscilla Lleras at

The association will focus even greater efforts in 2015/16 on spreading the positive word to industry trade press, supermarkets and consumers concerning the benefits of fresh asparagus through articles, advertisements, direct-communication, and trade show participation. The association anticipates increasing consumption and demand for fresh asparagus in 2015/16.

Source: The Peruvian Asparagus Importer’s Association (PAIA)