5+ a Day Says Avocados Should Be Number 1 Choice

New Zealand Avocado Growers Launch Innovative Marketing Campaign In Australia

TAURANGA, 8th December 2011: The New Zealand Avocados Growers’ Association Inc. (NZAGA) is making a significant push into the Australian marketplace by using creative techniques and the latest technology to help sell this year’s record-breaking New Zealand crop and continue to drive consumption of the popular super fruit.

A fun and practical mobile phone app that provides recipes in the palm of the user’s hand is being utilized through Australia and New Zealand’s largest online recipe community allrecipes.com.au.

The app is known as the ‘Dinner Spinner’ and works by letting the user search for recipes by dish type, ingredient or preparation times. Those users who are unsure what they are looking for can literally shake their mobile phone to bring up a random selection of recipes. This can be done on the spot in the supermarket for some instant culinary inspiration – perfect for the time-poor lives led by many.

Avocado recipes will star as the feature recipes on the Dinner Spinner through December and January, which coincides with the biggest sales time for the fruit.

NZAGA has also secured extensive space on the All Recipes website to feature avocado recipes and advertising to in turn drive consumer to the addavavo.com website.

An interactive barbeque cooking class for high profile media was held recently in Sydney’s Centennial Park to demonstrate the versatility of avocados and inspire journalists and bloggers to share recipe ideas and key health messages about nature’s super fruit.

Almost three million trays of avocados will be exported to Australia by the end of March and the NZAGA is currently spending $500,000 on a marketing campaign to persuade Australian consumers to ‘Add An Avo’ to their daily diets.

NZAGA communications manager Midge Munro says the industry has also enlisted the help of leading Australian nutritionist Zoe Bingly-Pullin to help run consumer tasting events in 11 different shopping malls throughout Victoria, New South Wales and Queensland.

“Since October we have spent 33 days handing out approximately 30,000 samples of avocados. Our team has made scrambled egg and avocado wraps, and avocado tzatziki dip with tomato on crackers – or cucumber for those gluten-free tasters.

“It’s been hugely successful. One Coles supermarket sold out of avocados on the first day of our promotion in the centre, while most fruit outlets noticed an increase of activity at their avocado stand and an increase in sales on the days the tastings were held,” Munro says.

Australians consume about 3.1kg of avocados per capita (2011-12 est.) –significantly more than New Zealanders who eat 1.9kg per capita (2011-12 est.)

“Australia is our largest avocado export market so it’s worth putting in as much effort as possible becauseNew Zealand growers have harvested 20 per cent more Hass avocados this year than ever before.”

NZAGA chief executive Jen Scoular says the organisation has run marketing campaigns in Australia for the past three years but the 2011-12 season has seen the largest commitment of resources.

“In addition to targeting consumers directly, we are advertising in foodie magazines and providing information and recipes to the Australian media which they can use to create stories and help spread the ‘Add An Avo’ message,” Scoular says.

Australia’s avocado season runs throughout winter, with New Zealand avocados being imported by supermarket chains and wholesalers to cater for summer demand.

The NZAGA works in conjunction with the Australian avocado industry to deliver a seamless marketing effort for the summer season.

“We utilise the marketing material used by the Australian industry during the winter season, so consumers are receiving the consistent ‘Add An Avo’ message all year round,” Scoular says.

“We are committed to growing the category in Australia and this benefits not only our growers but Australian growers as well.”

ENDS

For more information or images please contact:

Natalie Bridges | Village Public Relations & Marketing
p: +64 7 572 1608

m: +64 21 891 699
e: