The World Avocado Organization (WAO) has established a committee for the Chinese market to lead the implementation of the entity's first marketing program in Asia.

In addition, the WAO has announced a Chilean company as a new member to the organization and also highlighted that consumption in Europe has grown by 60% since 2016.

The announcements were made at third annual WAO meeting at Fruit Logistica last week in Berlin.

The China Committee will be chaired by WAO director Jose Antonio Gomez-Bazan, of Camposol International. WAO said the focus on China is a natural step as it is considered the second-fastest growing market for avocados worldwide.

The new Chilean member is Jorge Schmidt Exports Spa, represented by Nicholás Schmidt.

“We are excited to add new country member Chile, and expect to add Kenya and Morocco later this year, to join South Africa, Peru , Colombia, Mexico (State of Jalisco), Spain, Tanzania, Zimbabwe, Mozambique, and USA,” said chairman Zac Bard, of Westfalia Fruit.

“As avocado consumption continues to rise, WAO is pleased to represent the majority of avocado producing countries in the world.”

During the meeting representatives from Carrefour (France, Spain, Italy and Belgium), Bama (Norway), ICA (Sweden) and Edeka (Germany) discussed examples of retail partnerships being planned for 2019. WAO is expanding top retailer and PR programs from eight to 11 countries this year, and will include U.K., France, Spain, Holland, Germany, Poland, Italy, Belgium, Iceland, Norway and Sweden.

“Following WAO’s exciting collaboration with Michelin Guide’s 110^th Edition, Carrefour, the world’s second largest retailer, chose to partner with WAO to implement their first ever marketing program concurrently covering four countries (France, Spain, Italy and Belgium),” said Xavier Equihua, CEO of the WAO.

“WAO will also implement a multi-market marketing program in Europe and introduce its generic brand for avocados in the US during World Avocado Month in June.”

The WAO expects 2019 to be another "record-breaking and memorable year" with large-scale retail, trade and foodservice collaborations with some of the biggest names in their respective sectors. These initiatives will be supported by digital and social marketing campaigns worldwide.