The World Avocado Organisation focuses its efforts on educating European consumers, highlighting the benefits of avocados and combating negative perceptions about sustainability.

The World Avocado Organisation (WAO) works to expand avocado consumption in Europe through promotional campaigns and market research. Countries like Spain have high penetration rates, while emerging markets like Italy show 5% annual growth. The WAO tailors its strategies to local consumption habits, identifying specific times to promote avocados, such as breakfast in Germany or dinner in the UK.

The growing demand for healthy eating is driving avocado consumption in Europe. 97% of consumers value a balanced diet, and countries like Spain and Italy are leading this trend by reducing meat consumption and opting for alternatives like avocados. The WAO is capitalizing on this opportunity with educational campaigns and recipes tailored to each market to encourage consistent consumption.

Sustainability is a key challenge for the industry. The WAO combats negative narratives about water use and deforestation through more than 830 articles in European media and social media campaigns. It also invests in 29 supermarket chains across 11 countries, organizing more than 80 promotional activities to ensure a positive perception and increase demand for avocados.

Source: portalfruticola.com