World Avocado Organization launches consumer campaign in India

INDIA – The World Avocado Organization (WAO) has launched a new campaign in India to raise awareness about the health benefits of avocados and their versatility in Indian cuisine.

This effort follows a successful campaign in 2023, which saw a significant increase in avocado consumption across the country.

WAO, a non-profit organization representing avocado producers, exporters, and importers worldwide, aims to build on the momentum gained from its previous campaign.

The 2023 initiative generated excitement among Indian consumers, leading to a noticeable boost in avocado consumption.

“We are delighted to bring the World Avocado Organization’s campaign to India once again,” said WAO chair Zac Bard.

“The India 2023 campaign created a lot of excitement and engagement. Avocado consumption across the country has seen a significant boost. We want to further build on this momentum.”

This year’s campaign has garnered strong support from South African avocado growers, who recently gained access to the Indian market.

This development has opened new growth opportunities for the South African avocado industry, which has traditionally focused on exports to Europe and the UK.

Derek Donkin, CEO of the South African Avocado Growers’ Association (SAAGA), highlighted the importance of the Indian market for South African exporters.

“Historically, South Africa’s avocado exports have been largely focused on Europe and the UK, and these destinations account for 95 per cent of its exports,” Donkin said.

“However, with production increasing, the recent access to India offers promising new avenues for growth with consumers getting a wider choice for high-quality fruit.”

The campaign’s goal is to make avocados a staple in Indian diets by showcasing their nutritional value and versatility in various dishes.

The WAO believes that as more Indian consumers discover the fruit’s benefits and unique taste, the demand will continue to grow.

Bard sees the potential for avocados to become an integral part of Indian consumers’ diets, mirroring trends seen globally.

“With their natural nutritional wealth and versatility, avocados have become an integral part of modern diets across the globe,” Bard said.

“We envisage similar trends in India and foresee immense potential for avocados. The demand is only going to increase as more discerning Indian consumers discover this amazing fruit, its health benefits, its taste, and ways to incorporate avocados into daily meals.”