A joint promotional campaign to reposition Mexican avocados in the French market has concluded with an increase in sales of the product, according to a statement from the country’s government agency to promote agricultural exports (ASERCA).

The campaign aimed to increase the sales points of Mexican avocados by 10% and to position the fruit as a high-quality, premium fresh product, the statement said. Participating in the campaign was ASERCA, the growers and exporters association of Michocán (APEAM) and the country’s agricultural ministry (SAGARPA).

The campaign focused its promotional efforts on local food media and directly at French supermarkets Le Clerc, Auchan and Super U during March, April and May.  The campaign yielded the greatest increase in the case of Le Clerc, where sales increased by 200%. Sales for Auchan and Super U increased by 92% and 41%, respectively.

As a market, APEAM said, overall sales increased 111%, although specific figures were not provided.

Source: www.freshfruitportal.com