NZ Avocado launches campaign in Hong Kong — Exporter Magazine
New Zealand’s avocado industry is launching its new export market promotional material at Asia’s leading fresh fruit and vegetable trade show Asia Fruit Logistica (AFL) this week in Hong Kong.
Jen Scoular, Chief Executive of New Zealand Avocado, says the new marketing collateral positions New Zealand avocado as a premium product promoting quality, safety and health.
“The unique property of New Zealand grown avocados that we will promote in Asia is time. New Zealand grown avocados hang on the tree for much longer than in other producing countries – at least a year, during this time they are fed by the generous rainfall and sunshine all the while being nurtured by our dedicated growers,” says Scoular.
This is the first time New Zealand Avocado has represented the industry at AFL and is one of 460 exhibitors. Exhibitors from 38 countries will be showcasing their produce. New Zealand Avocado will exhibit within the New Zealand Pavilion along with 12 other companies including Zespri, Plant & Food Research and avocado exporters JP Exports and Te Mata exports.
Scoular says New Zealand aims to become the avocado supplier of choice in Asian markets and a successful showcase at Asia Fruit Logistica will help raise awareness among buyers, suppliers and service providers across the fast-growing region.
Another New Zealand avocado exporter AVANZA will also be at the show with their commercial partner Mission Produce USA.
New Zealand’s avocado industry more than doubled its sales to $136m, setting new records in both export and the New Zealand market. This stunning return eclipses the previous sales record of $84.1m set in 2009-10 and is far in excess of the $60.4m worth of avocados sold last year.
Scoular has also been invited to deliver a speech at the Asiafruit Business Forum, a set of seminars/discussions held as part of Logistica event. Scoular will speak about how culinary inspiration is driving NZ Avocado’s marketing efforts.
“We’ve considerably raised visibility of avocados by using avocado ambassador Nadia Lim to promote the delicious taste and amazing health attributes of New Zealand avocados. Nadia is a nutritionist and Masterchef winner and enjoys showing people how to create delicious, nutritious meals using avocado as a key ingredient,” Scoular explains.
New Zealand avocados are currently exported to Australia, USA, Japan, Singapore, Korea, Malaysia, Hong Kong, Taiwan, Thailand and some activity has begun with India, but there is a lot of potential to increase sales further, particularly in Asia.
“There’s growing demand for premium, safe, and healthy produce. We are positioning our industry to take advantage of that by emphasising how New Zealand avocados are grown in a pristine environment. We’re also collaborating with packers and exporters to improve our supply chain to ensure our avocados are delivered to Asian consumers in top condition.”
Earlier this year New Zealand Avocado announced a new five year partnership with the Ministry for Primary Industries under its Primary Growth Partnership (PGP) to increase productivity and industry capability.
The new PGP programme called ‘New Zealand Avocados Go Global’ aims to equip the industry with the tools to triple productivity to 12 tonnes per hectare and quadruple industry returns to $280 million by 2023.
“Increasing our exports to Asia is a big part of that, and that’s why our new campaign launch at the Asia Fruit Logistica trade fair is so important,” Scoular says.
“Our PGP programme is designed to help us deliver a consistent supply of premium avocados from one year to the next. We now have to connect with trade and consumers in Asia and show them why our fruit is worth buying.”
Scoular says avocados are a unique and delicious fruit – they’re nutrient dense and contain the good fats needed to help maintain a healthy heart. Avocados are also great for healthy skin, promoting beauty from the inside out.
Record visitor numbers are expected at this year’s Asia Fruit Logistica event, with organisers expecting some 7000 trade buyers and visitors from more than 60 different countries to attend.
