In recent years, the domestic market has dominated Chile's avocado industry, so much so that in the 2011-12 season, sales reached 83,400 tons (MT) or 42% of the nation's production level,  according to the Chilean Hass Avocado Committee.

On Dec. 10, the committee announced an initiative to promote national consumption even further, adding to its work to promote the fruit over the past decade.

Organization President Adolfo Ochagavía spoke with www.freshfruitportal.com about the potential for market growth.

"Today we have per capita consumption of approximately five kilos (11 pounds) and if we promote ourselves more intensely, we should be capable of six kilos (13 pounds) or more," he said.

This season will be aided by a series of promotional activities. Among them will be marketing in retail areas, including distribution of aprons and hats in over 25 key area in Santiago.

Ochagavía said there will also be billboard advertising, which will highlight avocados on a traditional Chilean hot dog and in a salad.

"The goal here is to show an appetizing photo that's easy to prepare and invites people to prepare what they see at home," he said.

The ads will include the committee's logo and promote the "Fruits of Chile" campaign.

In March, the intiative will also prepare a four morning show cooking segments that utilize avocados.

www.freshfruitportal.com