The AVOCO/AVANZA marketing team held a joint booth at Asia Fruit Logistica in Hong Kong with their United States marketing partners Mission Produce.
New Zealand solidified its reputation as the preferred supplier of premium quality avocados to the Asian market after a successful season-opening trip to Asia Fruit Logistica.
Held in Hong Kong, Asia’s leading trade show for the fresh fruit and vegetable industry was a chance for AVOCO and its team of experienced marketers to capture the attention of customers and explain how its supply model can successfully meet their need for great-tasting premium avocados under the AVANZA brand.
It’s the third consecutive year AVANZA has operated a joint trade booth with United States-based marketing partner, Mission Produce, with both parties using the event to promote how effectively their partnership provides a 12-month supply solution.
AVOCO export manager Ted Thomas says Asia will continue to be a strategic focus for AVOCO with Asian consumers developing an appetite for high quality, healthy food options.
“Once again AVANZA’s attendance at the expo was very beneficial with the joint trade booth a fantastic way to connect with key Asian customers – our existing and our future.”
Point of difference
“The seasonal nature of New Zealand’s supply automatically gives us a point of difference in the market and when you combine this with how NZ fruit is creamier and tastier, you have a very powerful value proposition,” says Ted.
In 2016-2017, AVOCO expects to export about 3.2 million trays, with 17 per cent to be sent to various Asian markets, such as Thailand, Singapore, Korea and Japan.
The Asia programme runs between August and the end of January, with all five of AVOCO’s packhouses across the Bay of Plenty and Northland now supplying these markets with fruit.
Japan is a priority market for AVANZA, which will ship 210,000 trays there this year – a 65 per cent increase on last season. Farmind, an importer with a strong consumer focus, will deliver the fruit to market for the fourth year for AVANZA.
Ted says this year’s promotional activity has been designed to tap into the attitudes and buying behaviours of Japanese consumers, which came out of a research project involving both AVANZA and the Avocado Industry Council.
Last season, AVANZA supplied 100 per cent of New Zealand’s fruit to Japan. To further drive sales for the brand in a high volume year, AVANZA partnered with the AIC in the project to better understand what motivates the Japanese consumer to buy avocados.
The project determined the nutritional benefit of avocados was the most important trigger point for consumers in Japan, closely followed by NZ’s story in its context as the source of origin.
Ted says for these reasons, the New Zealand ‘AVANZA’ avocado would be positioned as the perfect choice for consumers who value nutrition, taste and quality of life.
“The AVANZA brand in Japan carries a solid reputation for high food safety and quality and we are proud to continue building upon this,” says Ted.