A year-round campaign for avocados came a step closer this week after South Africa’s avocado producers submitted proposals detailing a collaborative marketing initiative to the sector’s international working group.
In the coming weeks, growers’ representatives in Chile, Spain, Mexico, Kenya, Israel, Argentina and Peru will scrutinise the plans for a consumer PR campaign.
The drive would be based broadly on that run in the UK every summer for the past 10 years by the South African Avocado Growers’ Association, which belives a joint campaign would significantly increase the overall market.
General manager Derek Donkin said: “We are suggesting consumer surveys are carried out in nominated countries to establish how we should go about it on a PR level.”
Besides the UK, SAAGA has suggested targeting France and Germany. There is no budget yet for the campaign, pencilled in to begin early next year.
Donkin said he expected at least two other producing countries besides South Africa to back the campaign.
He hopes the international working group will have agreed a briefing document revealing details of the plan by September. This would then be circulated to PR agencies, who would be invited to pitch for the business.
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