Peru kicks off avocado campaign in U.S. market
Having launched its avocado marketing season in the U.S. with another event on board a Navy ship, Peru is now hoping to boost sales through an 'aggressive' social media campaign.
The Peruvian Avocado Commission (PAC) served breakfast to the 2000 men and women of the U.S. Navy and Marine Corps on board the USS Bataan during Fleet Week in late May in New York City, following the success of a similar event last year.
The brand Avocados from Peru (AFP) said it was now taking a 'fresh and strikingly visual' approach to presenting avocados to consumers and the trade. 
As part of the new approach, AFP is launching a series of new video recipes featuring influential Peruvian chefs Mitsuharu Tsumura of Maido and Alfredo Aramburu of Cala and Popular of Lima, Peru, as well as Martin Morales of Ceviche SOHO and Old Street and Andina of London.
Along with new food photography and video recipes, AFP has released another signature video featuring a look into the Peruvian landscape, culture and avocado growing process entitled “The Land of Avocados from Peru.”
AFP said its 2016 marketing program was designed to whet consumers' appetites for the fruit and provide retailers with innovative incentives to feature avocados from Peru in the produce aisle, such as cooking demos at some of the country's largest supermarkets.
"We expect the U.S. consumption of avocados to continue rising at double digits this year," PAC president Xavier Equihua said.
"Hass avocados taste great and are extremely versatile, they can be used in all kinds of simple to more elaborate recipes and more consumers are becoming aware that avocados are a nutrient-dense superfood.
"In addition to showcasing the beneficial nutrients that occur naturally in Avocados from Peru, the commission plans to partner with other Peruvian superfoods such as asparagus, blueberries, figs, quinoa and pomegranates to create synergistic promotional opportunities."
AFP added that all its events and promotions would be be supported by an 'aggressive' social media campaign.
Facebook, Instagram, Pinterest and Twitter will provide the growing AFP fan base with hundreds of reasons to select Avocados from Peru including new recipes and photographs, it said.
Peru is expected to ship some 100 million pounds of avocados to the U.S. this season from June to September.
Headline photo: www.shutterstock.com
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