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New Zealand Avocados on Show Across Asia This Month

New Zealand’s biggest ever avocado season is now underway and the industry is staging three significant events across Asia this month. New Zealand Avocado will showcase new season fruit to high profile chefs, influential media and consumers in Japan, Singapore and India during October. Jen Scoular, Chief Executive of New Zealand Avocado, says the industry’s new Primary Growth Partnership (PGP) programme with the Ministry for Primary Industries aims to triple productivity to 12 tonnes per hectare and quadruple industry returns to $280 million by 2023. "Increasing our exports to Asia is a significant part of that plan, and we are involved in a series of events in key markets to raise the profile of amazing New Zealand avocados.” The first event, held last week, saw up to 80 Japanese media and trade sample fresh and healthy dishes such as avocado and potato croquettes and avocado cheesecake at the New Zealand Embassy in Tokyo. Japanese model and beauty journalist Sakura and well-respected nutritionist and author Erica Angyal took part in a talk show at the event, highlighting the health and beauty attributes of avocados. "These women are very influential and Japanese consumers pay close attention to their advice. Erica has over 70,000 Facebook fans and her subsequent social media posts about New Zealand Avocados are a huge coup for us.” The second event, organised by Singapore’s national health board to promote healthy living, was held on October 4th & 5th. New Zealand Avocado ambassador and Masterchef winner, Nadia Lim, shared her secrets on how to create healthy and delicious avocado dishes at the popular annual event’s Nutrition Zone. "Singaporeans are being encouraged to embrace healthy options so it’s the perfect chance for New Zealand Avocado and AVANZA Ltd (who collectively market most of our avocado exports to Asia) to show consumers why they should choose our fruit.” The third event, on 10th October, will be held at the New Zealand High Commission in New Delhi, India. Chefs from the nation’s leading hotels, including Indian celebrity chef Kunal Kupar, will join media and guests of MFAT and NZTE to sample mouth-watering avocado dishes. "Chef Kupar is a big draw card in India,” explains Tony Ponder, Vice Chair of NZ Avocado and Director of Avanza. "He is one of their most well-known restaurateurs and is a host and judge on MasterChef India. He loves New Zealand and his endorsement of New Zealand avocados offers huge credibility to our product.” These three events follow New Zealand Avocado’s successful participation at Asia Fruit Logistica last month. The Hong Kong event is Asia’s leading fresh fruit and vegetable trade show, attracting 7000 trade buyers and visitors from more than 60 different countries. Scoular says New Zealand aims to become the avocado supplier of choice throughout Asia. Raising awareness among buyers, suppliers and service providers across the fast-growing region is key to achieving that goal. "There is growing global demand for premium, safe and healthy produce. We are positioning our industry to take advantage of that by emphasizing the pristine environment in which New Zealand avocados are grown, and the amazing attributes from a nutrition and versatility perspective,” Scoular says. As well as a significant New Zealand market, avocados are also exported to Australia, USA, Japan, Singapore, Korea, Malaysia, Taiwan, Thailand, and most recently, India. But Scoular says there is enormous potential to increase sales further. About New Zealand Avocado Avocados are the third-largest fresh fruit export from New Zealand. New Zealand Avocado works with the New Zealand industry to set export standards, facilitate market access, promote avocados from New Zealand and provide technical information to all New Zealand growers, of which there are more than 1600, based mainly in the Bay of Plenty and Northland. www.nzavocado.co.nz/industry/ About the Primary Growth Partnership (PGP) The PGP aims to boost the productivity and profitability of our primary sector through investment between government and industry. It provides an essential springboard to enable New Zealand to stay at the forefront of primary sector innovation. There are currently 16 PGP programmes underway with two recently completed. PGP programmes are generally long-run programmes of five to seven years’ duration and are subject to oversight and monitoring by an independent panel (the Investment Advisory Panel) and MPI. Monitoring requirements include programme steering groups, quarterly progress reporting, annual plans, audits, and progress reviews, along with evaluation of the overall programme. Funding is only released to programmes on receipt of invoices for work completed in accordance with programme plans. For media assistance, please contact: Midge Munro Communications Manager Avocado Industry Council midge.munro@nzavocado.co.nz +64 27 306 7089 +64 7 571 6147 Bridgette Paton-Tapsell Village Public Relations | Marketing  b@villagenz.com  +64 27 553 3929 +64 7 572 1608 Brad Young Senior Communications Advisor, MPI media@mpi.govt.nz +64 4 894 0884

New Zealand Avocado 2014 season launch in Japan

A successful NZ Avocado season launch was held at the New Zealand Embassy in Tokyo yesterday.  The event was well attended with 80 enthusiastic trade, media and Embassy and NZTE representatives filling the reception room in the Embassy to capacity.  "The atmosphere was very lively and the media showed a real interest in New Zealand avocados," says Jen Scoular who represented the industry at the event, presenting on the industry and the benefits of avocados from New Zealand.  Everyone who attended was given a kit on arrival which included a recipe booklet, media release, fresh New Zealand avocados, New Zealand avocado oil, and translated information about the industry.  "Guests were taking the various pieces of information out of their bags as we were talking about them in the presentation, it felt really good to have provided them with such engaging information."  The event was also supported by two special guests; Sakura, a Japanese model and Vogue Japan online blogger, and Erica Angyal, a nutritionist who advises Miss Universe Japan and is also an active columnist and author in Japan.  "Sakura loves avocados, is gorgeous and did a great job of selling avocados both in terms of healthy eating and eating for beauty, these comments were then positively endorsed by Erica," Says Jen.  Attendees stayed on longer than expected which is a positive sign of their interest.  "I was interviewed afterwards by probably ten different journalists, and most questions were on the industry, so definitely a real feeling of interest in avocados from New Zealand."  NZTE and the Embassy staff were very supportive; New Zealand's Trade commissioner to Japan, Jason Reeves, opened the event in Japanese and the Embassy's head chef presented a fabulous lunch for attendees which showed off the versatility of avocados.  "The buffet was delicious, and again, lots of interest in the different uses for avocado."   The aim of the event was to raise visibility of avocados from New Zealand among media who speak to our target audience of high income working women and mothers. The newly developed New Zealand avocado category story was used as the basis for the presentation and materials supplied to the media.  "Overall I believe we achieved the objectives to raise visibility of avocados from New Zealand, and increased our reach with a wider range of media."  >>Click here to see images from the event - this gallery will be updated in the coming days with images from the official photographer

NZ Avocado promotions activity update 25 Sep 2014

Promotions activities for the 2014-15 season are well underway with significant activity happening in New Zealand and more to begin shortly in Australia and our Asian markets.  New Zealand In New Zealand we are using the NZ Avocado Amazing Anytime concept to drive interest and consumption of avocados. Amazing Anytime refers to the amazing nutritional qualities of avocados and also to their endless versatility. We are promoting this theme through the three TV commercials which went to air in early September featuring Nadia Lim.  These have had an immediate impact on traffic to our website, particularly to the recipe for the avocado lime and coconut cheesecake.   We have also started our programme of in-store tastings at 70 supermarkets across New Zealand. 200 tasting will take place between September and December. Feedback so far has been excellent; consumers love the recipe booklets we are handing out and they are enjoying the avocado, tomato and basil on crackers - with many commenting that this combination is a first for them. Food and lifestyle magazines featuring our full or half page print advertisements have started to hit the shelves - check out the latest issue of Food magazine. On Tuesday we sent out 30 NZ Avocado Amazing Anytime packs to 30 influential New Zealanders.  This included all the ingredients to make Nadia's avocado cheesecake, along with a recipe booklet, a media release and key facts for the season.  We have already had the likes of Frankie Adams, Megan Robson, Stacey Morrison, Denise L'Estrange-Corbet tweeting to their followers and emailing us about how much they love the pack.  The TV show New Zealand with Nadia aired the Bay of Plenty and avocado episode last Friday night which Nadia supported with a competition on her website to win an avocado gift pack. Facebook has been reignited for the season, with fans hungry for recipe ideas.   Australia We have secured air time on channels 7 and 9 to run the "love that avocado feeling" TV commercial, which is part of a much larger avocado advertising campaign run by Horticulture Australia Ltd.  This advert will kick off the week commencing 19 October and then 26 October and 9 November.  Click here to view the TVC. We are also supporting exporter activity in this market through the contestable fund.  Japan A media launch at the New Zealand Embassy in Tokyo will happen on 1 October.  This will include 50-60 media and 15-20 trade at a 2 hour event.  The Ambassador Mark Sinclair will address our guests followed by a presentation from NZ Avocado CEO Jen Scoular amount our industry, how our avocados are grown and the benefit of New Zealand grown avocados.  Media will then enjoy an avocado lunch showing the versatility, presentation and taste of avocados and receive a media kit with a media release, recipe book and facts about avocados.  During this event we will also run a "selfie" competition when attendees can take a "selfie" in front of a banner showing a New Zealand landscape with avocado orchards in the background.  They can then post this social media and use a unique hashtag to go in the draw to win a prize pack. Sampling events will also take place at a high profile deli throughout the season and will link to a social media competition that encourages purchase and usage. Singapore The National Healthy Lifestyle Campaign (NHLC) is an annual campaign organised by the Health Promotion Board (HPB) to promote a nation of healthy and happy people. NHLC 2014 carries the theme of "Healthy Living Everyday". This year’s campaign is aligned to the vision of the Healthy Living Master Plan, which is to provide Singaporeans with greater accessibility to healthier options so that everyone can embrace Healthy Living, Every day. Nadia Lim will attend this event. We are also supporting exporter activity in this market through the contestable fund.  Korea We are developing a local language website in Korea to provide a point of reference for first time consumers. The website will provide information on how to choose/ripen/eat avocados. We are also translating a number of retail education resources.  This activity will support the exporter activity we are supporting through the contestable fund.  India A media reception will take place 10 October at the high commission in New Delhi India. The event will feature an address from the High Commissioner and from Tony Ponder as Vice Chair of NZAGA and AIC. Celebrity Chef Kunal Kapur will also demonstrate avocado and present on their benefits. Attendees to this event will be chefs from the big brand hotels, NZTE and MFAT guests and also media. NZ Avocado also assisting exporter activity in this market.

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Upcoming Events

NZ Avocado field day and Board/CEO update - Te Puke

09:30 AM, 31 October 2014

Join NZ Avocado R&D Manager Alvaro Vidiella, our research partners from Plant & Food Research as well as growers involved in our research trials. We will be discussing our R&D and MBIE projects - specifically tree decline, as well as other factors identified in your region that could contribute to high and consistent production (irrigation and temperature). Also NZAGA Chair Ashby Whitehead and CEO Jen Scoular will give an update on the season; volumes, markets, promotions and GIA. Please RSVP with which field day you would like to attend by emailing Jo at jo.nunn@nzavocado.co.nz or by calling the NZ Avocado office on 0800 286 2236. We look forward to catching up with you.  Location: Bailey's Orchard, 764 Rangiuru Road, Te Puke 

NZ Avocado field day and Board/CEO update - Katikati

09:30 AM, 07 November 2014

Join NZ Avocado R&D Manager Alvaro Vidiella, our research partners from Plant & Food Research as well as growers involved in our research trials. We will be discussing our R&D and MBIE projects - specifically tree decline, as well as other factors identified in your region that could contribute to high and consistent production (irrigation and temperature). Also NZAGA Chair Ashby Whitehead and CEO Jen Scoular will give an update on the season; volumes, markets, promotions and GIA. Please RSVP with which field day you would like to attend by emailing Jo at jo.nunn@nzavocado.co.nz or by calling the NZ Avocado office on 0800 286 2236. We look forward to catching up with you.  Location: Matthew and Helen Heller's orchard, 114 Ongare Point Road, Katikati

NZ Avocado field day and Board/CEO update - South Auckland

09:30 AM, 14 November 2014

Join NZ Avocado R&D Manager Alvaro Vidiella, our research partners from Plant & Food Research as well as growers involved in our research trials. We will be discussing our R&D and MBIE projects - specifically tree decline, as well as other factors identified in your region that could contribute to high and consistent production (irrigation and temperature). Also NZAGA Chair Ashby Whitehead and CEO Jen Scoular will give an update on the season; volumes, markets, promotions and GIA. Please RSVP with which field day you would like to attend by emailing Jo at jo.nunn@nzavocado.co.nz or by calling the NZ Avocado office on 0800 286 2236. We look forward to catching up with you.   Location: Graham Coles' orchard, 262 McKenzie Road, Waiau Pa, Pukekohe

Click here for all events
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