Mexican growers are hoping to turn around flagging retail sales with a fresh assault on the EU fruit and vegetable market.
A campaign, which kicks off in autumn, will focus on a new "supreme quality" mark backed by the government and 2,000 growers. It is likely to appear in October on exports of avocado to Britain and the EU.
Avocado is the country's biggest fresh export, with European buyers importing more than 23,000 tonnes in 2005.
Officials hope the quality mark, which evokes Mexico's Mayan heritage, will create a national brand in the eyes of Europe's retail buyers and consumers. It should also generate new business, added Frederick van der Monde, who is
representing the Calidad Suprema marque in Brussels. "The first stage is a programme of trade communication," he said. "This will be a major feature in a seven- year marketing and promotional campaign we will be presenting in May."
If the logo is successful, it will be extended to 69 different food products in the next five years. A farm and quality assurance programme called MexicoGAP will form the backbone of the brand. It is modelled on the industry-leading EurepGAP standard, which further signals European retailers are being targeted.
Mexico is already near the top of the fresh produce export league through its close ties with the United States. It is the largest world producer of avocados, mangoes and papaya and has a reputation for quality.
The UK sources Hass avocado from Mexico from October to May and imports have doubled in recent years. There was a similar increase for Perlette, Flame, Sugarone and Red Globe grapes, where imports between May and June reached 10,000 tonnes.
The country is emerging as a source for winter berry fruit, mangoes and year- round limes.
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