Are you an avid avocado lover? You may spread one on your toast in the morning; use one in your favourite dip or even use one as a hair mask. Not only are they delicious, they’re incredibly versatile, nutritious and ever so easy to prepare.
Avocados have recently taken the world by storm. The UK has experienced a considerable rise in avocado consumption with them quickly becoming the UK’s best-loved superfood. The EU, including the UK, is one of the fastest growing markets worldwide and already the second-largest market for imported avocados in the world. It’s also expected to grow by at least 15% per year over the next five years.
So, it’s not surprising that an entire organisation has been founded to help promote and increase the consumption, awareness and value of avocados in international markets. The World Avocado Organisation’s (WAO) was established in February 2016 as an international non-profit organisation. Based in Washington, D.C., the WAO represents some of the world’s largest avocado producers, exporters and importers, including Mexico, Peru, South Africa and the United States of America.
“The UK has experienced an avocado craze in recent years and demand for them is growing on a daily basis. In 2016, Europeans ate more than 370,000 tonnes of avocados and by 2017 we expect to see this increase to a whopping 400,000 tonnes. We want to fuel this demand and respond to UK consumers’ curiosity to learn more about the avocado’s versatility,” says Xavier Equihua, CEO of the World Avocado Organisation (WAO).
In a move to leverage and strengthen this consumer trend, the WAO is pioneering the marketing of avocados in Europe by launching a major marketing and retail initiative with a particular focus on the UK, France and Germany. They’ve created the campaign “Avocado – the Fruit of Life”, launching their social media pages, #AvoBus and #AvoCab covered transport around London and teaming up with some of Europe’s top retailers, such as Tesco and Costco.
An online cookbook in English, French and German, is also available on the digital publishing platform Issuu, which has been designed to promote the avocado lifestyle to even more consumers. It’s the very first e-cookbook of its kind that is dedicated exclusively to avocados. From sweet dishes to savoury, the avocado is a stand out ingredient on menus around the world. Rich in vitamins, minerals and healthy fats, this great tasting fruit is perfect for meals, snacks and even deserts. The possibilities are endless when eating avocado!
And to keep up with the on-going World Avocado Organisation campaign, why not visit their Facebook page and spread the word?