U.S. asparagus market benefits from new presentations, says PAIA

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U.S. asparagus market benefits from new presentations, says PAIA

The Peruvian Asparagus Importers' Association (PAIA) has launched its Category Management Plan Outline for 2012-13, focusing on the benefits of value added presentations for the vegetable.

The PAIA highlights the U.S. imported more than 384 million pounds (174 million kg) of fresh-market asparagus in 2011, of which 189 million pounds (86 million kg) came from Peru.

The plan forecast per capita consumption of 1.6 lbs (725g) would continue in 2012, championing the role that variety in size, color, packaging and displays would play in promoting the market.

"As an industry, Peruvian exporters and importers are partnering efforts in developing value added programs that provide U.S. consumers with options that promote convenience and easy to prepare alternatives," the association said in a release.

"The association will focus even greater efforts in 2012 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."

Likelihood of purchase

The report highlighted the likelihood of asparagus purchase had risen from 2011 to 2012 across most of the U.S., with the Northeast as the exception, falling 2 percentage points to 38%.

The West Coast's likelihood of purchase jumped 10 percentage points to 50%, the figure rose four percentage points in the South to 33%, while in the Midwest the likelihood of purchase rose by one percentage point to 32%.

Cold chain commitment

The plan also highlighted Peru's commitment to food safety, quality, the cold chain and social responsibility.

"In the last several years, Peruvian growers have spent more than US$2 million in product safety and quality improvement programs that include investment to achieve quality goals. Peru places a real focus on long-term business relationships.

"Peru has been a market leader in all new bio-terrorism regulations, food safety and maintenance of the cold chain regarding all aspects of production."

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