“The UK has experienced an avocado craze in recent years and demand for them is growing on a daily basis,” said WAO ceo Xavier Equihua.
He claimed the success of the avocado in the UK is closely tied to global food and lifestyle trends. “Around the world we’re noticing that consumers turn to superfoods such as the avocado,” he said. “For many people, a nutritious and balanced diet that includes avocados is the key for a healthy lifestyle.”
WAO represents some of the world’s largest avocado producers, exporters and importers, including Mexico, Peru, South Africa and the US. Founded in 2016 and based in Washington, D.C., the primary purpose of this non-profit organisation is to promote and increase the consumption, awareness and value of avocados around the world.
The EU is one of the fastest growing markets and the second largest market for imported avocados in the world. In 2016, Europeans ate more than 370,000 tonnes of avocados and WAO expects this figure to grow by at least 15% annually in the next five years.
WAO now plans to promote avocados further in Europe by launching a major marketing initiative with a particular focus on the UK, France and Germany. Xavier said: ““We want to fuel this demand and respond to consumers’ curiosity to learn more about the avocado’s versatility.”
At the heart of the campaign is a new logo and slogan – ‘Avocado – the Fruit of Life’ – to establish brand recognition for the already popular fruit.
Consumers will be targeted via a mix of print ads, store display layouts and recipe cards as well as online banners. New ‘Avocado – The Fruit of Life’ channels on Instagram, YouTube, Facebook, Pinterest and Twitter will promote the taste and health benefits of the avocado through recipe videos.
An online cookbook in English, French and Germany will also be available on the digital publishing platform Issuu. Billed as the first ecookbook devoted exclusively to avocados, it has been designed “to promote the avocado lifestyle to even more consumers”.
Xavier said: “This summer the ‘Avocado – the Fruit of Life’ branding will come to life on the aisles of numerous leading retailers across Europe. Customers in Europe will have the opportunity to immerse themselves in the world of avocados and learn about the variety of ways that avocados are being used in modern cuisine.”