Peru launches Hass avocado campaign in Europe
The campaign was officially launched in the Peruvian Embassy in Paris, aiming for the target markets of France, Germany and the U.K.
The campaign marks the group's first marketing expansion into Germany, the second campaign in France and the third year running in the U.K.
In France Prohass will conduct tastings in different supermarkets including Carrefour, Auchan, Casino and Monoprix.
Tastings in the U.K. will be supplemented by a social media network competition to find the best dish with avocado as an ingredient, while the German marketing program will carry out tastings and distribute leaflets.
Peru is the world's third largest avocado exporter after Mexico and Chile, with estimated shipments of 70,000 metric tons (MT) in 2011, of which 80% are expected to be of the Hass variety.
Prohass is aiming to ship 100,000MT annually in three years time.