Mexican avocado exports set to rise by more than 5%

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Mexican avocado exports set to rise by more than 5%

Mexican avocado exports are expected to show a 5.6% year-on-year rise with a total of 825 million lbs for the coming season, which started last month and runs until June 2013.

The Michoacán Association of Exporters and Packers (APEAM) forecasts show a significant rise on the previous season's figure of 781 million lbs exported.

APEAM marketing director Eduardo Serena, told all fruit had to meet the U.S. Department of Agriculture (USDA) and Mexican Agricultural Ministry (SAGARPA) standards before it could shipped.

"In the same way we will continue implementing strict control programs on dry matter so that the fruit exceeds expectations of quality demanded by importers in the U.S.

"Such programs, as well as being recognized and praised, allow Mexico to maintain excellent quality throughout the year and continue to be preferred by consumers and food producers."

Serena predicted that from July until the end of this month Mexico will have shipped 107 lbs, rising to 217  million from October to December.

Shipments will peak in 2013 at 270 million from January to March, followed by 231.5 million from April to June.

APEAM has devised a serious of marketing campaigns including capitalizing on Hallloween with a 'Spookamole' promotion to ensure the fruit makes it on to the table at parties on Oct. 31.

"We are also expanding our efforts with the Hispanic market with the celebration of the Day of the Dead; the Spanish equivalent of Halloween," said Serena.

Marketing promotions will start on Oct. 1 and continue until the end of the month for the U.S. and until Nov. 2 for the Hispanic market, who celebrate All Saints' Day on Nov. 1.

A December campaign to tap into the Las Posadas celebrations among the imigrant Mexican and Guatemalan community in the U.S. will also be launched featuring celebrity chef Pepin.

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