WAO: an exemplary approach taking root

  • Published on 15/02/2018 - Published by IMBERT Eric
  • FruiTrop n°254 , Page From 15 to 20
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European avocado market

WAO! The acronym for the World Avocado Organization does indeed resemble an interjection expressing admiration. If this is a coincidence, then chance is right on the money, because we cannot help but take our hats off to this organisation. Firstly, for its uniqueness: the WAO is the only entity responsible for the generic promotion of an agricultural product to pull off the feat of being 100 % funded by professionals while working on such a large scale (EU-28, with the ambition of future expansion).

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By way of comparison, the other large-scale campaigns conducted in Europe for dairy products, sugar or the apple – one of the few examples in the world of fruits – have been funded at least in part by Community finances. Heavyweight industries such as the banana, ten times bigger in terms of volume, do not have a similar tool, even in embryonic form.

The WAO should also be congratulated for the responsibility and farsightedness of its approach: using the resources provided by the current period of grace to build up future demand, by anticipating the sometimes major production growth expected in countries such as Peru or Colombia. True, the success of the HAB in the USA was a very inspiring example, guaranteeing certain success. However, implementing a similar concept in a setting as complex as the European patchwork was a real challenge.

A more substantial budget in 2018, for a wider scope

In 2018 for its second year of activity, the WAO will extend its scope of work, with a budget to match. The organisation, formed in February 2017 from the Peruvian association of avocado producers and exporters (ProHass) and its South African counterpart (SAAGA) and private exporters from Chile, California and Mexico, now has a membership 120 strong. The 1.2 to 2 eurocents deducted from each box sold by each of them will provide approximately 2.4 million euros. This will enable Holland, Switzerland, Poland, Italy and Northern Spain to be added to the core zone set up in 2017 around the biggest markets on the Old Continent: France, the United Kingdom, Germany and Scandinavia. 

pub wao 1
pub wao 1

Communication based on a multi-purpose “super fruit”

Just as in 2017, the actions will primarily be aimed at reinforcing the avocado’s super fruit image, as is indicated by the name of the campaign, “Avocado Fruit of life”. The pitch will be based on the nutritional benefits of this fruit rich in unsaturated fatty acids, potassium, proteins and vitamins E and B6, all these components having proven positive effects on blood cholesterol levels, the skin and immune system. This is a top-end strategic avenue, very much consistent with the structural trend of “super prices” at all levels of the industry, due to growing market tension! The diversification of usages will remain the other main avenue of work, by suggesting recipes which can make use of this multi-purpose fruit in any meal of the day, in particular in countries with flexible dietary habits.

The promotion/education work in these two avenues should help continue to increase both the penetration rate and purchase frequency. The target public will remain predominantly the “millenials”, future opinion shapers for the upcoming generation, and more receptive to new food uses and non-traditional products than their parents.

avocado - comparison of main markets annual growth
avocado - comparison of main markets annual growth
pub WAO 2
pub WAO 2

Why change a winning formula?

Trade marketing will remain the number one promotion instrument. Just like last year, a panel comprising the main distributors of the countries concerned was put together. A tailored programme was defined with each of the chains. In particular, it comprises in-store actions (more than 2 000 in 2017), point of sale communication or communication via chain-specific media (website, brochure, magazine, radio, etc.). This is a win/win design for the WAO, which can harness the communication clout of these leading distributors.

The catering sector will also be a lynchpin, set to take on increasing importance. The idea is to use the role of these demonstration platforms to promote new modes of consumption of the product. There is no need to specify that it would not be Tex Mex chains acting as relays, but rather those able to promote less expected uses of the product. Six actions in partnership with catering chains were conducted during autumn/winter 2017-18, with others scheduled for the spring/summer. By way of example, among past or ongoing actions, we might mention pizzas or pasta-based dishes including avocado served in the British chain Zizzi or German chains Vapiano and Kochhaus. In France, Avocado Week helped promote substitution of butter by avocado, transforming the iconic ham & butter sandwich with the support of the French brasserie association.

Finally, in terms of public relations, the organisation will remain very active in conventional communication: press, billposter campaign using as in 2017 media such as London’s buses and taxis or a tram in Amsterdam. It will also have a high profile on the social networks, well-suited to a young public which is the core target: 60 million impressions on Facebook, 40 000 fans in the United Kingdom and more comments than on Ronaldo’s page, a fine success after just six months in operation.  

avocado - EU28 - extra community imports
avocado - EU28 - extra community imports

June 2018: Avocado Month

June 2018 will see a scheduled defining moment, with the launch of “Avocado Month”. Throughout the period, communication actions will be in full swing (supermarket promotions, competitions on social networks, etc.). Pop-up restaurants will be set up in Berlin, Paris and London, where guest chefs will cook avocado-based dishes, such as in particular Patrick Drake from the famous “Avocado show”, an Amsterdam-based restaurant fully dedicated to the avocado, or the well-known culinary blogger Colette Dike.

New members and new projects

Furthermore, 2018 should see the WAO receive further reinforcements. The organisation should bring in new members from Colombia and Mozambique. And there will be no lack of projects for the medium term: it has new markets in its sights. The association is contemplating supporting, starting perhaps in 2019, the development of the main consumption areas in Asia, which have also seen strong growth in recent years. Promotion actions could be conducted in the big Chinese conurbations (Shanghai, Beijing, Guangzhou, Shenzhen), in Hong Kong and Japan. Furthermore, the idea of setting up a European avocado interprofessional association has also been mooted

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