Health is the focus of avocado consumers in Europe

The World Avocado Organisation (WAO) is a non-profit organisation founded in 2016 that represents avocado growers, national producer associations and importers in the Northern and Southern Hemispheres. Shelly Vorster, the organisation's marketing director, said during her presentation at the Global Avocado Summit 2024 that all their efforts are focused on growing the avocado industry globally, through education, informing about the health benefits of the fruit. "We are the voice of the industry, so we try to reach consumers through their phones, in their homes and on all media channels," said Vorster. By investing in promotion, the size of the category is increased, which is the goal of the WAO. "We are investing in data to better understand the category by country and by supermarket," said Vorster. "We are also looking at data to understand the European consumer, whether it is by age, social status, location and to understand when and why they consume avocados." Through this ...