Peru is launching a high-profile avocado marketing campaign in the U.S. to coincide with the arrival of its first shipments this month through to September.

With the help of a Los Angeles-based Peruvian chef, whose name is still under wraps, they will be throwing their weight behind the Monumental Taste initiative, which will convey the country's unique heritage.

The campaign will capitalize on the growing popularity of Peruvian cuisine with a new recipe website,  showing the fruit's versatility for a range of dishes.

Food critics and bloggers will also be invited to an event at New York's upmarket Peruvian restaurant La Mar.

The initiative will include billboard advertising, radio commercials and in-storage signage with a focus on New York, Philadelphia, Chicago, Los Angeles, San Diego and Sacramento.

Peruvian Avocado Commission chairman and CEO of Agropecuaria Las Lomas de Chilca Enrique Camet, said he was pleased to be bringing high-quality fruit to the U.S. when demand was at its highest.

"Avocados from Peru will complement the Californian avocado season, allowing the avocado industry to finally keep up with the demands of consumers for more Hass avocados."

Demand for avocados in the U.S. is estimated to rise to a record 1.4 billion lbs in 2012 with 60 million lbs of Peruvian avocados expected to be shipped to the country.

Peruvian Avocado Commission vice chairman and general manager of Giumarra Agricom International Bruce Dowhan, described the campaign as creative and exciting.

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