Mexico exported 63,422 tons of fresh avocado to the Canadian market during 2015, i.e. 28 percent more than in 2014, and 91 percent of Canada's avocado market share.
According to Armando Lopez Orduña, the director of the APEAM, Mexico achieved this number thanks to their strong promotion.
"There are many factors contributing to this increase in exports. On the one hand, Canadian consumers receive a product that has a high quality and freshness thanks to the efforts of the producers and packers associated with APEAM. Additionally, we have implemented a comprehensive marketing campaign that has yielded sustained growth for two years," he said.
Lopez Orduña said that there was a clear marketing positioning and a comprehensive strategy behind this campaign, which was executed by a local team, that was essential, as it required understanding the local culture and adapting the message to the French- and English-speaking public in Canada.
"This effort includes mass media, such as television and magazines, and digital media and social networks, like Facebook and Instagram, among others. It also includes supermarket tastings and participation in mass events through a program called Avocatour and a curious looking food truck with two chefs that prepare snacks with Mexican avocados and give them away to the public," he stated.
Last week, the Mexican avocados participated in Canada's most important fruit and vegetable exposition, the Canadian Produce Marketing Association (CPMA).
"This event attracts more than 3,000 participants from all segments of the supply chain and presents products from around the world."
Finally, Lopez Orduña said they had grown in all their markets last year and that they were conducting exploratory studies to evaluate possible international and and local campaigns in China and in Mexico, respectively.
