Collaboration is the key to the marketing effort of Avocados from Peru this summer, as the promotional organization is teaming up with an impressive list of partners to bring publicity to its fruit.

With an estimated 170 million pounds of Peruvian avocados being sold in the United States this year, promotional collaborators include the New York Jets, FIFA Women’s World Cup soccer, the Michelin Guide folks, the World Avocado Organization and even the California Avocado Commission.Xavier Equihua

In fact, the activity involving the last three on that list will have already taken place when this story is published, but it points to the elevated status the avocado has reached in the high-end food industry.

At an event held June 3 in Huntington Beach, CA, Avocados from Peru, along with the World Avocado Organization and the California Avocado Commission, served as an official sponsor of the inaugural edition of the Michelin Guide for California. Published annually, the Michelin Guide is the oldest restaurant reference guide in the world with its coveted “Stars” being a highly sought after designation in the fine dining world.

Xavier Equihua, president and chief executive officer of the Peruvian Avocado Commission, said with the event Michelin is recognizing California as one of the nation’s important food trendsetters. He said along with New York and Washington DC, California deserves a spot at the “epicenter of inspirational food” and he added the avocado belongs at the same place.

Already the “darling of fast good” restaurants, Equihua said top chefs all over the country are using the avocado to create amazing dishes and differentiate themselves in the fine dining arena.

The Michelin connection will allow Peru to get off to a fast start to its promotional season, which will continue throughout the summer with futbol, football and baseball partnerships, to name but a few.

FIFA Women’s World Cup
Led by the United States squad, which is one of the favorites, 24 national women’s soccer (futbol) teams from around the globe will compete in France in the month-long competition, which kicked off June 7. Avocados from Peru is an official broadcast sponsor of the FIFA cup and will be a sponsor on FOX during the event as that network covers the action. The U.S. team has participated in every women’s World Cup since the competition began in 1991, and has won the tournament three times.

The superfood of the New York Jets
“We are honored to be the New York Jets favorite superfood,” said Equihua. “Our fan bases align remarkably well, so the AFP-NYJ partnership is a win-win.”

During the Jets’ pre-season games in July and August, fans will be able to enjoy complimentary AFP toppings at MetLife Stadium concessions. In addition, an avocado-themed culinary class will be held at the Jets Cooking School. Topping off the delicious collaboration, AFP and the Jets will vie for the “largest bowl of guacamole” world record at the team’s home opener on Sept. 8.

Baseball joins the Peruvian avocado party
Major League Baseball is heading to Europe for the first time ever at the end of June and Peruvian avocados will be there. Arguably MLB’s most heated rivalry, the New York Yankees and the Boston Red Sox will do battle on June 29-30 in London. Peru is the No. 1 supplier of avocados to Europe, so the connection was a natural as AFP continues its partnership with MLB. Likewise, AFP will be present when the MLB convenes the 2019 All-Star Game in Cleveland on July 9.

World Avocado Cup Regatta
Still another sporting event will feature Peruvian avocados when the first-ever World Avocado Cup Regatta takes place July 13-14 in San Diego, CA. AFP is a founding member of this unique sailing event, created by the World Avocado Organization and the San Diego Yacht Club. It will feature a series of races in which each participating avocado-producing country will be represented by a sailboat featuring their respective logos on the sails, spinnaker and crew gear.

Equihua said it is fitting that it will be held in San Diego County as that region is the origin of the Hass avocado industry, which has gained worldwide fame and production.

Retail support and consumer advertising
Of course, AFP will also help retailers move the avocado crop with a variety of strategic co-marketing opportunities that can be tailored to their preferred programs. Advertising placements in top tier outlets, including Women’s Health, Men’s Health, Vanity Fair and Vogue, will highlight the health and fitness benefits of Peruvian Avocados.

AFP’s logo continues to gain recognition on bus wraps and in-store merchandising (including bins and ripening bags), fostering further support and excitement around the avocado.

The Peruvian Avocado Commission, headquartered in Washington, DC, was established in 2011 to increase the consumption and demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the U.S. Department of Agriculture.