Effective promotional campaign for avocados in the European market during 2023
The World Avocado Organization (WAO) has seen a considerable increase in its avocado promotion campaigns in Europe, going from 9 in 2021 to 31 in 2023. This increase has been reflected in significant growth that requires greater support.
WAO CEO Tom Van Hees explained that the promotional campaigns focus on three key aspects. The first strategy focuses on social media and digital channels to inform existing buyers and attract new ones.
Secondly, the public relations and communication work seeks to counteract incorrect information about avocados, providing accurate data to consumers and opinion leaders.
The third line of action involves supermarket campaigns, since most avocados in Europe are sold in supermarket chains. These activities include tastings, displays, and the distribution of recipes.
Van Hees highlighted the growth in collaboration with 31 European supermarket chains in 2023, compared to 19 in 2022 and 9 in 2021. He emphasized the importance of these personalized campaigns tailored to each country and retailer.
Regarding Peruvian Hass avocado exports to Europe in 2023, he indicated a 10% increase compared to 2022, while prices are expected to remain stable or slightly higher. However, he emphasized that ProHass will be the one to assess whether the WAO's activities are profitable.
By 2024, the WAO aims to increase year-round promotion, strengthen information about avocados, and expand its presence at strategic times.
Regarding investment in 2023, Van Hees highlighted that, despite maintaining the same budget as the previous year, they organized many more promotions due to their efficiency and negotiation skills.
The CEO emphasized the growth potential of avocado consumption in countries like Italy and Eastern Europe, where they have invested significantly. He also stressed the need for more members in the WAO to increase its budget and improve its results.
He also noted the support received from ProHass, highlighting their structured collaboration and the planning of an annual evaluation between ProHass and the WAO.
Source: https://agraria.pe/noticias/fructifera-campana-de-promocion-de-la-palta-en-europa-en-202-34300
