The Peru Trade & Investment Office will run promotional activity on Peruvian Hass avocados in the UK for the first time this season.

The promotion will include labels on packs of ready-to-eat packs in Waitrose, with recipes and key facts about Hass avocado, as well as activity with journalists and food writers.

The office will work closely and share resources with ProHass, which has run a campaign on avocados in the UK market since 2009.

Jaime Cardenas, director of the Peru Trade & Investment Office, said: “Hass avocados are one of Peru’s most promising exports to the UK. They have experienced strong growth in the last decade and during the first six months of this year exports in value and volume have increased 68% in comparison with 2014. However, there is still exciting potential to develop sales of this fruit in this market.”

Arturo Medina, general manager of ProHass, said: “Our promotional work has helped develop the market for Peruvian Hass avocados during the past seven seasons and the activity organised by the Peru Trade & Investment Office extends the reach of the campaign significantly.”