A major UK marketing push is being planned to support anticipated record imports of Chilean Hass avocados this season, following a bumper harvest.

The first-ever Avocado Week will be launched in October, backed by events, tastings, in-store PoS advertising and a new dedicated UK website.

Masterchef winner and Wahaca restaurant owner Thomasina Miers will front the wider campaign for the second time, developing recipes and giving demonstrations to journalists.

"We will continue to tackle misconceptions about avocados, highlight their versatility and great taste, and this year will be addressing the challenges of the economic downturn," said Chilean Hass Avocado Association president Adolfo Ochagavía.  

Chilean exporters predict that at least 6,000 tonnes of the crop will be shipped to the UK, up from 4,179 tonnes last year.